Sheikh Mohammed Centre for Cultural Understanding launches Cultural Partnerships programme for UAE Institutions

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The Sheikh Mohammed Centre for Cultural Understanding (SMCCU) is a non‐profit organisation established to increase awareness and understanding between the various cultures that live in Dubai. Operating under the banner of “Open Doors, Open Minds,” we strive to remove barriers between people of different nationalities and raise awareness of the local culture, customs and religion of the United Arab Emirates.

This week SMCCU is proud to announce the launch of another successful campaign offering customized cultural partnership programmes to institutions in the UAE.


“When people arrive in the UAE to work, many do not know what to expect nor do they have a real understanding of Emirati culture. In fact, there are many expatriates who have lived and worked in the UAE for years and are yet to meet an Emirati,” said Mr. Abdullah Bin Eisa Al Serkal, SMCCU’s Director and founder.

“These programmes can also explain ‘business etiquette’ within the context of Emirati culture to expatriate employees, promoting teamwork and increasing an organization’s productivity,” added Souad Jamal Al Serkal, SMCCU’s Media Spokesperson.

In an effort to achieve team building and social harmony in the workplace, SMCCU is offering customized cultural partnerships to all institutions wishing to enhance their current induction programmes for staff residing in the UAE. These programmes will contribute towards fulfilling corporate social responsibility objectives and provide staff with exceptional experiences and insight in to local customs and culture of the UAE.

Each cultural programme is unique, and incorporates SMCCU’s ‘Freedom to Ask’ principle under which no question is off limits. Participants can engage in activities ranging from cultural meals, heritage tours, Mosque visits and Arabic classes, all of which are hosted in the historic Bastakiya district which is one of Dubai’s oldest traditional Emirati neighbourhoods. UAE‐based companies who choose to partner with SMCCU can be sure that their employees will directly benefit from cultural awareness training which will improve business tactics in the Middle East.

“As SMCCU is a non‐profit organisation, our sole aim is to welcome non‐Emiratis into our culture and give them the chance to truly integrate inside and outside of the organization. We want to be the initial step for people entering the UAE to work for the first time, and SMCCU will undoubtedly enhance their working and living experience here,” said SMCCU General Manager Mr. Nasif Kayed.

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