Uber, Dubai Culture partner to promote Dubai’s heritage

Car-hailing app Uber signed an agreement with Dubai Culture & Arts Authority (Dubai Culture) to promote the emirate’s cultural heritage.

Dubai Culture will partner with Uber to launch the second edition of ‘Hidden Cities: Dubai’, a digital platform that will allow residents and visitors to discover Dubai’s cultural chronicles via storytellers, Dubai Media Office reported.

The second edition of Hidden Cities: Dubai, a special campaign for EXPO visitors, will leverage the experiences of Dubai’s cultural leaders and storytellers, and in turn encourage people to discover hidden places within the emirate.

Storytellers that will chronicle Dubai’s odyssey will include visionaries, advocates and cultural trendsetters in areas of fashion, music, art, food, heritage, literature and performing arts, a statement said.

Hala Badri, director general at Dubai Culture, commented: “It gives us great pleasure to collaborate with Uber to shed light on the historic neighbourhoods and culturally-rich places around the emirate, revealing their captivating beauty and experiential impact.

“This agreement also comes within the framework of our efforts as the official supporter of cultural affairs for Expo 2020 Dubai. It reflects the concerted efforts of entities within the UAE to advance the cultural scene in Dubai and support this spectacular globally significant event, which will celebrate culture, action and innovation.”

“This planned partnership with Dubai Culture on the second volume of the Hidden Cities campaign will give us the perfect platform to share great stories that shed light on hidden and undiscovered gems and neighborhoods, providing both residents and visitors with an unforgettable experience around the city,” said Abdellatif Waked, Uber general manager, Middle East & North Africa.

The partnership between the two entities will also include activations and teasers pertinent to the campaign, as well as printed guides that list culturally relevant attractions around the city.

The data packs will be unveiled by Uber in September, prior to Expo 2020’s inauguration in October this year.

Read: How Dubai became the ‘third-culture’ hub of the East

Also read: Turning Dubai into a culture capital