DCT Abu Dhabi launches Our Traditions, Our Roots campaign

ABU DHABI / AD MEDIA OFFICE

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched of a new awareness campaign, Our Traditions, Our Roots, celebrating Abu Dhabi’s cultural heritage.
The campaign is launching with a short film featuring Emirati poetry, crafts, traditional performing arts and other forms of cultural expression.
Fostering pride in the Emirati identity, the Our Traditions, Our Roots campaign introduces residents and visitors from the region and the world to Emirati cultural heritage and the values that the people of the UAE have passed down from generation to generation.
The campaign reflects the DCT Abu Dhabi Culture sector’s efforts to preserve, celebrate and promote the emirate’s tangible and intangible heritage, which is intrinsic to the UAE’s cultural identity, and the sector’s mission to safeguard them for generations to come. His Excellency Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi, said: “Culture touches every aspect of our lives, informing our identity as a people and a nation – and culture is at the heart of our vision at DCT Abu Dhabi. The deep appreciation we have for the traditions passed down to us by our ancestors is reflected in the heritage practices, historic buildings, and cultural landscapes we conserve, the cultural sites we develop, and the programmes and festivals we organise.”
Commencing with a short film designed to bring the essence of Emirati heritage to life, the campaign will continue with additional videos highlighting the heritage elements listed on the UNESCO lists of intangible cultural heritage, including Talli, a traditional handmade weaving craft distinguished by its bright colours and beautiful designs which is used to decorate various types of traditional women’s clothing; Al-Ayyala, one of the traditional performing arts performed by men and young boys; Sadu, another traditional handmade weaving craft practised by women in the desert; in addition to Al-Taghrooda, one of the traditional forms of Bedouin chanted poetry; and Falconry hunting, practised in the region for thousands of years.
“The elements featured in the Our Traditions, Our Roots campaign are cherished aspects of the Emirati identity, and we aim to showcase these values and treasured cultural practices to the world. We are sharing the cultural essence of Abu Dhabi, touching the hearts of Emiratis and residents and introducing visitors to the amazing and enriching experiences of our culture, while also instilling national pride in our people and youth.”
Our Traditions, Our Roots aligns with the emirate’s commitment to fostering cross-cultural understanding and further positioning it as a destination of choice for those seeking a unique blend of tradition, innovation, and cultural vibrancy. Over the years, DCT Abu Dhabi has made significant strides in showcasing and preserving the emirate’s cultural heritage. Abu Dhabi’s cultural identity has been shaped by unique traditions, practises and values as well as cultural landscapes, of which 15 elements have been successfully inscribed on the UNESCO Representative List of Intangible Cultural Heritage.
This campaign joins several other Abu Dhabi Culture initiatives promoting Emirati heritage, including Al Hosn Festival, the Maritime Heritage Festival, the Traditional Handicrafts Festival, the House of Artisans programme, the Abu Dhabi Register of Artisans, and the Abu Dhabi Crafts platform, in addition to a wide range of education material designed to teach children about the values and importance of our tangible and intangible heritage.