Where are the Emiratis living in tents? This is the question I have heard numerous times from visiting journalists and dignitaries who arrive in the UAE, all searching for authentic traditional homes and families. With their backpacks ready and cameras locked and loaded, they drift through the streets of Abu Dhabi tirelessly seeking out a taste of the Bedouins of old but are sadly rewarded with malls and skyscrapers, not unlike the ones they left behind in their home countries.
So at the end of the Emirates’ international branding efforts and countless projects that have received international recognition, we are still struggling to educate the world on how far we have come as a nation and as a society.
It would be acceptable if Emiratis were recognised only for our history as Bedouins, a proud history that is worthy of a retelling. But unfortunately, when travelling to countries beyond the Arab World I still find myself having to explain that I am from a city next to Saudi Arabia or in the Middle East which is immediately followed by the question: Is it safe to walk the streets in your city?
My absolute favourite response is one I heard from a young woman in Mumbai: Are your women allowed to talk back to you when you speak to them? If only she knew.
Some could argue that many of the projects that have received international accolades and recognition are doing much to brand the Abu Dhabi name across the world. But while people around the world are now familiar with Emirates Palace, in many minds, the hotel is surrounded by Emiratis in tents, herding their sheep and camels.
Advertising campaigns can put the spotlight on faraway places, but care must be given to create messages that are accurate. For instance, I was thrilled recently to see Abu Dhabi advertisements on black cabs in London. However, the ad’s portrayal of Emirati men sitting around a fire doesn’t accurately depict everyday life in the city. And quite frankly, the ad might turn some people away.
Marketing of the Emirates should also take into consideration the target audience. The UAE must look deep into each culture to understand what type of marketing is needed, and not apply one that fit all strategies. Abu Dhabi must be clear on what message we want to send out to the world and leave little to assumption.
One way to do that is through video, the most popular form of media which has educated many about different cultures, customs and traditions. Yet, again, no matter how many times we show that young Emirati boy running through the desert waving the Emirati flag, we still are not communicating who we are, what our goals and ambitions are, how much we have achieved as a people and as a nation in such a short period of time and the wonders our country has to offer.
Not long ago, I was in a meeting where I heard an unforgettable comment by a young Emirati girl from Dubai. When asked about how to promote Abu Dhabi, she responded: “Abu Dhabi is boring. There is nothing to do.” Of course, those who led the meeting – and I – were quick to defend the capital but the comment stayed with me. If we have failed to educate and promote Abu Dhabi to our brothers and sisters from across the way, how can we expect to do it on an international level?
The voice of the people can be just as powerful as the media. If we succeed in communicating the treasures of Abu Dhabi within our borders, they will eventually seep into the consciousness of world travellers. Word of mouth may be one of the most important factors in promoting Abu Dhabi to the world.
One of the most unique aspects of Abu Dhabi, many who visit say, is that we are city with an old soul, where the hospitality and friendliness of the people are a result of old customs and traditions that have survived through the centuries.
This is what the world must understand: we not only have much to offer in terms of business and leisure, but we also have a history and a soul that has brought us to where we are today. It does not need to be found in the desert in tents but lives within the people of the UAE.
Taryam Al Subaihi is a social and political commentator specialising in corporate communications
Correspondents
By Tim Murphy
(Grove Press)
WE NO LONGER PREFER MOUNTAINS
Director: Inas Halabi
Starring: Nijmeh Hamdan, Kamal Kayouf, Sheikh Najib Alou
Rating: 4/5
Confirmed bouts (more to be added)
Cory Sandhagen v Umar Nurmagomedov
Nick Diaz v Vicente Luque
Michael Chiesa v Tony Ferguson
Deiveson Figueiredo v Marlon Vera
Mackenzie Dern v Loopy Godinez
Tickets for the August 3 Fight Night, held in partnership with the Department of Culture and Tourism Abu Dhabi, went on sale earlier this month, through www.etihadarena.ae and www.ticketmaster.ae.
Herc's Adventures
Developer: Big Ape Productions
Publisher: LucasArts
Console: PlayStation 1 & 5, Sega Saturn
Rating: 4/5
Zayed Sustainability Prize
JAPANESE GRAND PRIX INFO
Schedule (All times UAE)
First practice: Friday, 5-6.30am
Second practice: Friday, 9-10.30am
Third practice: Saturday, 7-8am
Qualifying: Saturday, 10-11am
Race: Sunday, 9am-midday
Race venue: Suzuka International Racing Course
Circuit Length: 5.807km
Number of Laps: 53
Watch live: beIN Sports HD
COMPANY PROFILE
Name: SmartCrowd
Started: 2018
Founder: Siddiq Farid and Musfique Ahmed
Based: Dubai
Sector: FinTech / PropTech
Initial investment: $650,000
Current number of staff: 35
Investment stage: Series A
Investors: Various institutional investors and notable angel investors (500 MENA, Shurooq, Mada, Seedstar, Tricap)
Bombshell
Director: Jay Roach
Stars: Nicole Kidman, Charlize Theron, Margot Robbie
Four out of five stars
The specs
Engine: 2-litre 4-cylinder and 3.6-litre 6-cylinder
Power: 220 and 280 horsepower
Torque: 350 and 360Nm
Transmission: eight-speed automatic
Price: from Dh136,521 + VAT and Dh166,464 + VAT
On sale: now
THE SPECS
Battery: 60kW lithium-ion phosphate
Power: Up to 201bhp
0 to 100kph: 7.3 seconds
Range: 418km
Price: From Dh149,900
Available: Now
Coffee: black death or elixir of life?
It is among the greatest health debates of our time; splashed across newspapers with contradicting headlines - is coffee good for you or not?
Depending on what you read, it is either a cancer-causing, sleep-depriving, stomach ulcer-inducing black death or the secret to long life, cutting the chance of stroke, diabetes and cancer.
The latest research - a study of 8,412 people across the UK who each underwent an MRI heart scan - is intended to put to bed (caffeine allowing) conflicting reports of the pros and cons of consumption.
The study, funded by the British Heart Foundation, contradicted previous findings that it stiffens arteries, putting pressure on the heart and increasing the likelihood of a heart attack or stroke, leading to warnings to cut down.
Numerous studies have recognised the benefits of coffee in cutting oral and esophageal cancer, the risk of a stroke and cirrhosis of the liver.
The benefits are often linked to biologically active compounds including caffeine, flavonoids, lignans, and other polyphenols, which benefit the body. These and othetr coffee compounds regulate genes involved in DNA repair, have anti-inflammatory properties and are associated with lower risk of insulin resistance, which is linked to type-2 diabetes.
But as doctors warn, too much of anything is inadvisable. The British Heart Foundation found the heaviest coffee drinkers in the study were most likely to be men who smoked and drank alcohol regularly.
Excessive amounts of coffee also unsettle the stomach causing or contributing to stomach ulcers. It also stains the teeth over time, hampers absorption of minerals and vitamins like zinc and iron.
It also raises blood pressure, which is largely problematic for people with existing conditions.
So the heaviest drinkers of the black stuff - some in the study had up to 25 cups per day - may want to rein it in.
Rory Reynolds
COMPANY PROFILE
Name: Xpanceo
Started: 2018
Founders: Roman Axelrod, Valentyn Volkov
Based: Dubai, UAE
Industry: Smart contact lenses, augmented/virtual reality
Funding: $40 million
Investor: Opportunity Venture (Asia)
TWISTERS
Director:+Lee+Isaac+Chung
Starring:+Glen+Powell,+Daisy+Edgar-Jones,+Anthony+Ramos
Rating:+2.5/5
RESULTS
Bantamweight: Victor Nunes (BRA) beat Azizbek Satibaldiev (KYG). Round 1 KO
Featherweight: Izzeddin Farhan (JOR) beat Ozodbek Azimov (UZB). Round 1 rear naked choke
Middleweight: Zaakir Badat (RSA) beat Ercin Sirin (TUR). Round 1 triangle choke
Featherweight: Ali Alqaisi (JOR) beat Furkatbek Yokubov (UZB). Round 1 TKO
Featherweight: Abu Muslim Alikhanov (RUS) beat Atabek Abdimitalipov (KYG). Unanimous decision
Catchweight 74kg: Mirafzal Akhtamov (UZB) beat Marcos Costa (BRA). Split decision
Welterweight: Andre Fialho (POR) beat Sang Hoon-yu (KOR). Round 1 TKO
Lightweight: John Mitchell (IRE) beat Arbi Emiev (RUS). Round 2 RSC (deep cuts)
Middleweight: Gianni Melillo (ITA) beat Mohammed Karaki (LEB)
Welterweight: Handesson Ferreira (BRA) beat Amiran Gogoladze (GEO). Unanimous decision
Flyweight (Female): Carolina Jimenez (VEN) beat Lucrezia Ria (ITA), Round 1 rear naked choke
Welterweight: Daniel Skibinski (POL) beat Acoidan Duque (ESP). Round 3 TKO
Lightweight: Martun Mezhlumyan (ARM) beat Attila Korkmaz (TUR). Unanimous decision
Bantamweight: Ray Borg (USA) beat Jesse Arnett (CAN). Unanimous decision
COMPANY PROFILE
Company: Eco Way
Started: December 2023
Founder: Ivan Kroshnyi
Based: Dubai, UAE
Industry: Electric vehicles
Investors: Bootstrapped with undisclosed funding. Looking to raise funds from outside
UAE FIXTURES
Wednesday 19 April – UAE v Kuwait
Friday 21 April – UAE v Hong Kong
Sunday 23 April – UAE v Singapore
Wednesday 26 April – UAE v Bahrain
Saturday 29 April – Semi-finals
Sunday 30 April – Third position match
Monday 1 May – Final
At Eternity’s Gate
Director: Julian Schnabel
Starring: Willem Dafoe, Oscar Isaacs, Mads Mikkelsen
Three stars
UAE currency: the story behind the money in your pockets
SUCCESSION SEASON 4 EPISODE 1
Created by: Jesse Armstrong
Stars: Brian Cox, Jeremy Strong, Kieran Culkin, Sarah Snook, Nicholas Braun
Rating: 4/5
The specs: 2018 Mercedes-Benz GLA
Price, base / as tested Dh150,900 / Dh173,600
Engine 2.0L inline four-cylinder
Transmission Seven-speed automatic
Power 211hp @ 5,500rpm
Torque 350Nm @ 1,200rpm
Fuel economy, combined 6.4L / 100km
The biog
Name: Fareed Lafta
Age: 40
From: Baghdad, Iraq
Mission: Promote world peace
Favourite poet: Al Mutanabbi
Role models: His parents
WHAT IS THE LICENSING PROCESS FOR VARA?
Vara will cater to three categories of companies in Dubai (except the DIFC):
Category A: Minimum viable product (MVP) applicants that are currently in the process of securing an MVP licence: This is a three-stage process starting with [1] a provisional permit, graduating to [2] preparatory licence and concluding with [3] operational licence. Applicants that are already in the MVP process will be advised by Vara to either continue within the MVP framework or be transitioned to the full market product licensing process.
Category B: Existing legacy virtual asset service providers prior to February 7, 2023, which are required to come under Vara supervision. All operating service proviers in Dubai (excluding the DIFC) fall under Vara’s supervision.
Category C: New applicants seeking a Vara licence or existing applicants adding new activities. All applicants that do not fall under Category A or B can begin the application process through their current or prospective commercial licensor — the DET or Free Zone Authority — or directly through Vara in the instance that they have yet to determine the commercial operating zone in Dubai.