Heritage Express showcased its Emirati-led cultural experiences at Arabian Travel Market (ATM) 2026, held from September 14 to 17 at Dubai World Trade Centre, engaging international travel industry professionals from its stand.

A key attraction was the Heritage Express Trolley Bus, described by the brand as a “Moving Majlis”. The customised heritage vehicle recreates the traditional Emirati majlis as a mobile setting for conversation, storytelling and cultural exchange, offering visitors a distinctive way to explore Dubai’s heritage.

Led by Emirati Cultural Ambassadors, Heritage Express experiences connect visitors with local people, traditions, stories and historic neighbourhoods. Its portfolio includes Culture on Wheels, the Emirati Hospitality Experience, Story of Dubai and Culture on Wheels: Al Shindagha Museum, covering areas including Al Fahidi, Dubai Creek, Al Shindagha and Jumeirah Mosque Majlis.

At ATM, the company engaged destination management companies, tour operators, travel management companies, wholesalers, online travel agencies, MICE planners, hotels and international travel partners. It used the event to strengthen trade relationships and promote Emirati cultural experiences for individual travellers, groups, corporate visitors, educational delegations and premium travellers.

In partnership with the Sheikh Mohammed Centre for Cultural Understanding (SMCCU), Heritage Express aims to promote cultural understanding through dialogue and first-hand experiences, highlighting Dubai’s living heritage alongside its modern attractions. -TradeArabia News Service