Page 36 - ECI PR REPORT - NOVEMBER 2025

12/3/25, 8:27 AM CULTURE, COMMUNITY AND CORPORATE HEART

includ es p art ner ships w ith lo cal Emir at i busi nesses in Mey d an and pub lic inter ac t ions that cap -
ture the sen t i ments of res id ents.

Emir ates NBD’s appro ach shows how stor ytelling can make nat ional cel eb ra t ions fe el p er sonal.
By fo cus ing on fam ily, memor y and share d id en t ity, the b ank cre ate d a cam p aig n that res on ate d
w id ely across the com munity.
DUBAI AIRP ORTS RECRE ATES THE E MIR ATI FREEJ INSIDE DX B

At D ub ai Inter na t ional Air p ort, the cel eb ra t ions turne d into a liv ing her it age ex p er i ence. D ub ai
Air p orts trans forme d p art of Ter minal 3 into a tra di t ional Emir at i Fre ej, the kind of neigh b our -
ho o d that once d efine d com munity life across the UAE. The ini t i at ive was held und er the p at -
ron age of Sheikh Ahme d bin S ae e d A l Mak toum and refle c te d the nat ional theme of the Year of

Com munity.
Vis it ors arriv ing at DX B were wel come d w ith tra di t ional p er form ances includ ing A l Ayala, A l
Liwa and A l Habb an. Her it age stalls, lo cal fo o d, cul tural install a t ions and re cre at ions of early
cus toms and immig ra t ion setups of fere d a glimpse into the UAE

As we cel eb rate the UAE’s 54th Eid A l Et i had, we are remind e d that what unites us is far g reater
than what sets us ap art. O ur love for this nat ion is share d across gen er a t ions, cul tures, and com -
munit ies. This year’s cam p aig n, ‘Unite d in our love for the nat ion,’ hon ours that col le ct ive spirit,
one that has shap e d the UAE’s achieve ments and con t in ues to guid e its future. At du, we are

proud to cel eb rate the val ues that bring us together and to con ne ct the p e ople who call this
nat ion home.” Fahad A l Has s aw i CEO at du
of earlier d e c ad es. D ub ai D uty Fre e presen te d a dis play inspire d by its early d ays, while D ub ai
Cul ture col lab or ate d on a tra di t ional brid al ro om install a t ion show cas ing his toric we d ding prac -

t ices. A her it age
theme d hos pital dis play cre ate d w ith D CAS, along w ith a Henna Corner and vari ous inter act ive
zones, add e d d epth to the ex p er i ence.
Jamal A l Hai, D eputy CEO of D ub ai Air p orts, cap ture d the spirit b ehind the cel eb ra t ion. “Eid A l

Et i had is a cel eb ra t ion of unity and share d prid e, val ues that are d e eply emb e d d e d in the Emir at i
way of life. Through the revival of the Fre ej, D ub ai Air p orts hon ours the leg acy of our Found ing
Fath ers and refle cts the spirit of com munity that con t in ues to drive the UAE’s jour ney of con -
ne c t ion and pro g ress,” he s aid.

The Fre ej ini t i at ive high lighte d the role of air p orts not only as transit hubs but also as cul tural
gate ways that wel come the world into the Emir at i stor y.
SHARJAH MUSEUMS AU THORIT Y BRINGS CULT URE TO EV ERY CORNER OF THE E MIR ATE
Shar jah Museums Author ity marke d Nat ional Day w ith a w id e spread cul tural pro g ramme und er

the theme Unite d. Events to ok place f rom Novem b er 21 to D e cem b er 3 and were held across
Shar jah, Kalb a and Khor fakkan. With f re e entr y to all museums on D e cem b er 2 and 3, the
author ity cre ate d an op en invit a t ion for the pub lic to ex plore the emir ate’s her it age.
The cel eb ra t ions b egan in Kalb a at B ait Sheikh S ae e d Bin Hamad A l Qasimi, where vis it ors

ex p er i ence d mari t ime her it age dis plays, tra di t ional craf ts, mil it ar y shows and an op er etta t itle d
From Wave to Glor y. Shar jah Fort hos te d another large gath er ing fea tur ing A l Ayala, A l Razfa,

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