Hamdan Bin Mohammed Heritage Center, Al Oula Radio Network And Emirates Airline Collaborate To Promote UAE Identity

To further reinforce UAE’s national identity, the Hamdan Bin Mohammed Heritage Center (HHC) and Al Oula Radio Network have announced collaboration with Emirates Airline to include a host of cultural audio materials in its in-flight entertainment that will reach passengers at over 150 destinations across the world.

The announcement was made during a media briefing at the Heritage Village of Dubai Global Village on Wednesday (January 22).

HHC’s Al Oula Radio Network, aimed at preserving the UAE heritage, produced the audio materials, initially available in Arabic. They include audio recordings of poems written and recited by His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Bin Saeed Al Maktoum, Crown Prince of Dubai; Al San’a, a collection of everyday Emirati social values; and Al Mtwassef, a book of Emirati proverbs.

Ms. Nathalie Awadissian, Managing Director of Al Oula Radio Network, said the cooperation with Emirates Airline is a step towards uniting efforts and achieving the national goal of enhancing cultural understanding and promoting Emirati tradition.

“We are happy to cooperate with Emirates Airline to provide audio materials on its fleet of aircraft to enrich travel experience by immersing them in Emirati social heritage,” she added.

“All materials – eloquently delivered in colloquial Emirati language – portray the UAE’s rich socio-cultural structure. They are rich in local vocabulary and reveal a large part of the old Emirati way of life,” Awadissian explained.

Adel Al Redha, Emirates’ Chief Operating Officer said: “As an international airline based in the UAE, we proudly spread the culture of our home country to our global network. We do this through the Emirati cuisine we serve on board, the local content we put on our inflight entertainment and most importantly through our hospitality. The audio content the Hamdan Bin Mohammed Heritage Center (HHC) and Al Oula Radio Network have produced sits among 4,500 channels of global content and gives our customers a unique opportunity to learn more about the rich Emirati culture and heritage.”

Prospects for further collaboration

Ms. Hind Bin Demaithan Al Qemzi, Director of Events at HHC, added that the cooperation with Emirates Airline is a testament to HHC’s leading role in preserving and promoting the UAE culture. The Events departments is looking forward to customizing unconventional heritage events videos to be included on the Emirates Inflight Entertainment program such as the annual Camel Trek journeys.

“What distinguishes the HHC is its comprehensive and diverse activities from organizing heritage sports and tournaments to holding cultural events, and conducting academic and scientific research,” she added.