Cultural ambassadors are leading visitors through heritage districts, traditional farms, and local culinary scenes, revealing the emirate’s story beyond its iconic skyline.
For many visitors, a trip to Dubai isn’t complete without a photo of the Burj Khalifa. Yet beyond the glittering facade of the world’s tallest building lies a rich tapestry of history, culture, and hidden attractions—elements that a new generation of tour guides is eager to showcase. These cultural ambassadors are guiding tourists away from the familiar spectacle and toward authentic experiences that reveal the emirate’s true story.
This move toward authentic tourism is championed by guides like Mohammed Kazim, an Emirati whose family has deep roots in the Al Fahidi Historical Neighbourhood.
For Kazim, guiding is more than a profession—it’s a responsibility. “My journey as a tour guide began in 2018, after I overheard a guide in an old Dubai market sharing inaccurate information about Emiratis and our culture,” said Kazim, co-founder of the cultural platform Tamashee. “I realized that if we don’t take ownership of our narrative, even well-intentioned people may misrepresent our history and values.”
Kazim now leads VVIPs and institutional visitors through heritage districts, archaeological sites, and historic agricultural systems, highlighting how the mindset of old Dubai shaped the city’s modern success. “This city did not emerge overnight because of oil,” he explained. “It is the result of a long, thoughtful process rooted in trade, openness, and adaptation.”
Understanding Dubai’s True Heritage
Dubai was historically known as Al-Wasl, meaning “the meeting place,” a name that reflected a reality where people from mountains, deserts, coasts, oases, and distant shores converged. “Diversity was not a slogan, it was a necessity,” Kazim noted. “The ability to manage difference became a cultural skill.”
This mindset influenced everything from the souks to the urban fabric and architecture. “I try to show how this mindset shaped everything: the souks, the urban layout, the architecture, and eventually the birth of modern Dubai,” he said. “I focus on the functionality and mindset of people in earlier times and the struggles they faced. How did they survive in such harsh landscapes? How did they build systems of trust, trade, and coexistence?”
Correcting Myths, Building Bridges
Priyanka Zielinski, founder of Dubai by Foot, echoes this perspective. An Indian-American who moved to Dubai more than a decade ago, she was inspired to share the “hidden stories that most visitors may never discover.” She frequently encounters misconceptions, particularly the belief that all Emiratis are wealthy and do not need to work.
“This often prevents visitors from seeing Emiratis as the hardworking, ambitious people they truly are,” Zielinski said. “I make it a point to clarify that Emiratis don’t receive handouts; they work full-time jobs across every sector and have built successful careers through education and dedication, not just oil wealth.”
Another common misconception she addresses is gender equality. “Many are surprised to learn that the UAE government ensures equal representation, with 20 seats allocated for women out of 40 in the Federal National Council, reflecting the nation’s genuine commitment to empowering women in leadership,” she added.
Zielinski emphasizes the importance of understanding Emirati resilience and grit. “What I find most crucial to share with visitors is the extraordinary resilience and determination of the Emirati people,” she explained.
“From the harsh realities of Bedouin desert life to the perilous depths of pearl diving, Emiratis have always demonstrated remarkable adaptability in the face of adversity. When the pearl industry declined, they pivoted to trade; when oil was discovered, they foresaw the need to diversify, building a future-ready economy focused on education, tourism, technology, and innovation.”
Hidden Gems Beyond the Mainstream
Beyond the city’s iconic attractions, Zielinski enjoys taking visitors to Alserkal Avenue, Dubai’s thriving arts district, where contemporary creativity meets local and international talent. “One of my most cherished experiences is visiting Wadi Al Amardi, an authentic Emirati farm run by the inspiring Ghazal Saeed, where visitors can engage with traditional agricultural practices, taste fresh local produce, and understand Emiratis’ deep connection to the land despite the desert environment,” she said.
For culinary immersion, Al Fanar restaurant is her go-to for introducing guests to genuine Emirati cuisine in a nostalgic 1960s setting that beautifully honours the pre-oil era. “These experiences are special because they reveal the soul of Dubai—not just its ambition and modernity, but its commitment to culture, heritage, and community,” she added.
Culture Through Food
For Arva Ahmed, founder of Frying Pan Adventures, food is the ultimate bridge to understanding. “Food plays a huge role because it’s the most immediate and relatable way for people to connect,” said Ahmed, who specializes in food tours through the city’s lesser-known culinary landscapes. “It’s often the first point of understanding, because food is a universal language.”
Ahmed focuses on celebrating the food stories of Dubai’s lesser-known neighborhoods. “What inspired me was the sheer diversity of food cultures here. Dubai sits at the crossroads of so many cultures, and as a tour guide, that’s the story I wanted to showcase,” she explained.
Through food, Ahmed also addresses misconceptions about Emirati culture. “Many visitors assume all Emiratis are wealthy, detached, or living in an ivory-tower reality. Exploring culture through food quickly dismantles that. It makes the culture more accessible and human. There’s also a misconception that women are not respected. When visitors see the roles women play in government, business, and everyday life, it’s often a real eye-opener,” she said.
A New Generation of Guides
Driving this movement is a robust training framework. The Dubai College of Tourism (DCT) is marking five years of its online Dubai Tour Guide Programme, which has licensed over 2,400 guides from more than 50 nationalities.
The 100 percent online, flexible course—available in English and Mandarin—equips residents with the knowledge to become official cultural ambassadors.
“Tour guides play an important role in bringing Dubai’s character to life,” said Mariam Sultan Al Maeeni, Vice President at DCT.
The program aligns with Dubai’s D33 economic agenda to make the city the world’s best place to visit, live, and work. It has proven crucial in supporting the city’s booming tourism sector, which welcomed 17.55 million international visitors from January to November 2025.
The Challenge of Depth
For guides, the biggest challenge remains time and perception. “Depth requires slowing down,” Kazim noted. “Many visitors are conditioned to consume cities quickly. Taking them beyond the surface requires unlearning that rhythm.”
Perception is another hurdle. “Heritage is often marketed as secondary to spectacle. Convincing people that an old irrigation system or a forgotten settlement can be as powerful as a skyline takes careful patience and storytelling,” he explained.
Zielinski acknowledges the difficulty of earning visitor trust and managing time constraints. “Honestly, I feel incredibly blessed because the biggest challenge—gaining visitor trust—has been largely overcome through the reputation we’ve built over the years,” she said.
“Time constraints are another reality—most visitors have limited days in Dubai. We need to strategically balance their must-see list with authentic, off-the-beaten-path experiences without making them feel rushed or like they’re missing out. The third challenge is simply awareness. Many people don’t even know that traditional Emirati farms, local art districts, or heritage neighborhoods exist, so part of our role is to educate and inspire them before they even book.”
Yet, the rewards are profound. By shifting the focus from spectacle to substance, these guides foster deeper, more meaningful connections between visitors and the city. “When it works, it changes how people see not just Dubai, but the region as a whole,” Kazim said. “That is why I love this work—helping people discover and understand Dubai as a dynamic, evolving ecosystem that remains firmly rooted in its past.”
