Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Vice Chairman of the Dubai Culture & Arts Authority (Dubai Culture), toured the Arabian Travel Market 2015.
HH Sheikha Latifa bint Mohammed was welcomed by HE Helal Al Marri, Director General of Dubai Department of Tourism & Commerce Marketing (DTCM), for a tour of the premier travel and tourism exhibition in the region.
HH Sheikha Latifa bint Mohammed visited the stand of Dubai Culture, which is part of the DTCM pavilion, and the Dubai 360 initiative stand, where Dubai Culture showcased its heritage and cultural sites, as part of Dubai 360, the world's largest interactive city tour that features panoramic photo, time lapse and video content.
Also during her visit, she met with representatives from Dubai Culture and the Road & Transport Authority (RTA), along with Al Marri, to discuss the progress of upcoming joint initiatives that will contribute towards providing a strong platform for cultural tourism in Dubai.
Her Highness Sheikha Latifa bint Mohammed said: "Tourism is a key economic driver of Dubai and as the cultural entity of the Emirate, Dubai Culture is taking concerted efforts to strengthen cultural tourism and provide every visitor with the opportunity to experience the true soul of Dubai. The Dubai 360 initiative is particularly powerful in highlighting the city's compelling attractions to a worldwide audience and we are committed to include all our heritage sites on the platform to provide a comprehensive view of our vibrant cultural identity for people across the world. This is a first step of many to come."
In its third year of participation at ATM, Dubai Culture put the spotlight on the city's Heritage Sites and extensive repertoire of cultural activities round-the-year, including the much-acclaimed Dubai Art Season.
Dubai Culture's award-winning app was also displayed during the exhibition. The app enriches the visitor experience with geo-location map enabled functionality for users to locate all relevant heritage, cultural and art-related destinations in the city.
The entire annual calendar of cultural activities organised, led and supported by Dubai Culture, was also presented. In addition, the entity screened a selection of videos featuring its key initiatives and services including the Dubai Public Library, Dubai Art Season highlights and the metro art project highlights.