This piece was originally published in Shawati, Issue 71.

Shaima Rashed Al Suwaidi, CEO of the Arts, Design, and Literature Section at Dubai Culture and Arts Authority. © Culture Dubai

Shaima Rashed Al Suwaidi assumed the role of CEO of the Arts, Design, and Literature Sector at Dubai Culture and Arts Authority [Dubai Culture] in April 2025. Her appointment follows a distinguished career in strategic communications and cultural advocacy, including senior roles within different entities in Dubai as well as memberships in Dubai Media Diplomacy and Communication Network in the Government of Dubai Media Office and a member of the General Network of Government Communication in The Executive Council of Dubai. Her expertise in marketing and storytelling has been instrumental in positioning Dubai as a creative centre of global significance and is now shaping how the emirate invests in and supports its homegrown talent.

An art installation at Sikka Art & Design Festival 2025. © Dubai Culture

Dubai Culture was established in 2008 and serves as the city’s custodian of heritage and creative development. It operates heritage and archaeological sites, public libraries, museums and Al Jalila Cultural Centre for Children, while spearheading major events and festivals such as Sikka Art & Design Festival, Dubai CalligraphyBiennale, and Dubai Youth Performing Arts Festival, as well as supporting large-scale events such as Art Dubai and Dubai Design Week, among others, all of which are all key platforms for emerging UAE-based artists and designers. The Authority defines its mission as enriching the cultural landscape by building bridges between past and future, fostering dialogue across cultures, and empowering the creative economy through inclusive, sustainable initiatives.

In this in-depth interview, Al Suwaidi outlines her early priorities: listening to creative practitioners and her team, mapping the current state of the sector, and working to make arts, design, and literature accessible to all residents. She articulates a vision where local talent can flourish through infrastructure, mentorship and international exposure, which is anchored in Dubai’s creative identity yet remains open to global exchange.

The discussion covers key strategic programmes including the Design Sector Strategy 2033, the Expanded Dubai Cultural Grant, and community initiatives such as Ramadan Heroes and The School of Life. Al Suwaidi also addresses the delicate balance of managing rapid cultural growth while ensuring meaningful and lasting impact. She speaks to the power of storytelling to found creative expression in heritage while elevating Dubai’s role as a global cultural hub.

This dialogue offers a nuanced portrait of leadership in motion: committed to cultural stewardship and adaptive ambition guiding Dubai Culture forward at the intersection of tradition, innovation, and community.

LEADERSHIP & VISION

You stepped into your new role as CEO of the Arts, Design, and Literature sector at Dubai Culture in April 2025. What have been your top priorities since taking on this role, and how do you plan to steer the sector’s strategic direction?

Since stepping into this role, my priority has been to listen - to our creative community and to my own team. Every conversation reveals new insights, and it’s important for me to understand the strengths we already have and the areas where we can grow.

Early on, I set out to map where the sector stands today, so we can build on what’s working and address what needs attention. My commitment is to nurture local skills and make the arts, design, and literature accessible to as many people as possible. That means supporting local artists at every stage of their journey and finding new ways for their work to be seen, both here in Dubai and beyond.

Strengthening Dubai’s position as a global centre for culture, an incubator for creativity, and thriving hub for talent remains a guiding principle. By encouraging exchange and building international partnerships, we aim to keep the city open to new ideas and creative voices from all backgrounds.

With your strong background in marketing and communications, how does this inform your leadership style and approach to cultural strategy?

My background in marketing and communications has shaped how I lead and set strategic direction for Dubai Culture. In earlier years, I focused on sharing our story, highlighting our mission and milestones. Now I’m contributing to the Authority’s efforts of positioning Dubai as a vibrant creative hub.

Sikka Art & Design Festival 2025. © Dubai Culture

I’ve found that people respond most when they sense something real. It’s why I spend time with artists, makers, and artistic institutions - listening to their stories, understanding what drives them, and paying attention to the obstacles they face. Their experiences shape the choices we make and keep our work connected to the world around us.

Visual storytelling has also become central to how we communicate our vision. Design is a powerful language - it speaks to emotion, connects us to heritage, and inspires ambition, often all at once.

My experience in building brands has taught me that while consistency is important, being able to adapt is even more critical. The arts don’t stand still, and neither can we. But the real trick is in maintaining the balance of sticking to our core values and keeping our work in step with the community and what’s happening in the wider world. Ultimately, effective guidance - whether in marketing of the arts - comes down to practical actions that improve people’s lives. That principle continues to direct my work each day.

The designation of 2025 as the Year of Community places renewed emphasis on social cohesion and collective identity. How is Dubai Culture aligning its initiatives across arts, design, and literature, with this national theme to deepen cultural participation across its diverse community and also instil a sense of belonging?

The ‘Hand in Hand’ spirit behind the Year of Community guides much of our work. We start by co-designing projects with neighbourhood groups, schools, and cultural partners so each programme represents multiple voices. A good example is the citywide Erth Dubai campaign launched by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of the Executive Council of Dubai, which collects personal stories, photographs, and objects that chart the emirate’s evolution. Those narratives feed directly into exhibitions, readings, and outdoor installations, helping residents see their own lives woven into Dubai’s wider story.

Flagship gatherings such as the Sikka Art & Design Festival, along with the year-round workshops and public art commissions, invite everyone - from first-time creators to seasoned practitioners - to add their perspective. By opening these platforms, we deepen participation across arts, design, and literature, and strengthen the sense of belonging that makes a city feel like home.

STRATEGIC INITIATIVES

The newly launched Design Sector Strategy 2033 aims to position Dubai as a global hub for design excellence, with goals ranging from expanding design education to supporting local enterprises and hosting international events. How do you envision its impact on Dubai’s creative economy?

The Design Sector Strategy 2033 represents a shift in how we think about design as an economic driver. We already have a solid base, and Dubai is even recognised by UNESCO as the region’s first City of Design under the Creative Cities Network. The new strategy simply builds on it with clear, measurable targets.

First, it widens the training pipeline. Boosting enrolment in design programmes by 20 per cent draws more emerging creators into classrooms. Shared studios and seed funding for 500 start-ups provide those graduates with an immediate path from idea to market, without requiring them to leave the city to scale.

Second, it multiplies global touchpoints. Hosting 100-plus international gatherings and drawing four million visitors gives local practitioners steady exposure to peers and buyers across the globe. That flow of ideas and commerce strengthens adjacent sectors, such as fashion, architecture, and product innovation, creating jobs that extend well beyond the traditional cultural sphere.

Finally, it locks in support at key moments. Our support to initiatives like Dubai Design Week will remain under the Dubai Cultural Grant, covering participation costs for up-and-coming Emirati designers. In practical terms, that means a student can prototype, secure mentorship and debut a finished piece to international media, all within one ecosystem.

The Perfume House, Al Shindagha Museum. © Dubai Culture.

In what ways are you working to cultivate a sustainable cultural ecosystem for artists and writers in Dubai? How do these efforts align with your overarching vision for cultural leadership?

Building a resilient cultural ecosystem means giving creators the time, resources, and professional scaffolding to grow. This then opens doors for them to test their work in Dubai and abroad.

Dubai Culture’s ten-year AED 180 million Dubai Cultural Grant delivers that steady backing. By covering research, production, travel, and exhibition costs, the fund lets creatives move from studio to the world stage with confidence. It sent ten Emirati artists to the Venice Biennale for hands-on workshops, took fifteen designers to Paris to unveil the ‘UAE Design Oasis’ collection at Maison&Object, supported architects presenting heritage-led ideas at EXPO 2025 Osaka, and helped our youth orchestra earn a standing ovation at Carnegie Hall in New York City.

Training is equally important. Campus Art Dubai, for example, pairs local practitioners with international mentors and concludes with new work on show during Art Dubai. Alumni move on to regional prizes and paid commissions, proving the course functions as a launchpad rather than a classroom. Authors follow a similar path through the ‘Exporting Local Literary Talent’ programme, which provides Emirati and UAE-based authors the opportunity to be part of key book fairs and platforms globally such as Edinburgh, Frankfurt and Riyadh, putting their voices in front of editors, agents, and readers.

PROJECTS & PROGRAMMES

The Sikka Art and Design Festival has become a cornerstone of Dubai Culture’s Calendar. Given your previous role in enhancing Dubai Culture’s digital presence - earning accolades such as the Gold Stevie Award for Most Innovative Instagram Feed for ‘Creative Dubai’ and a Bronze for the Sikka Platform - how do you plan to integrate your expertise in digital engagement and storytelling into the future iterations of Sikka?

When we won Gold for Most Innovative Instagram Feed, and the Sikka Platform picked up bronze, the judges praised one thing above all: visitors saw the festival through the artist’s eyes - gaining insight into the vision behind each piece. That creator-first perspective remains key.

For the next editions, I’m building on what already works. On site, we’ll deepen existing interactive elements. REALIITY House’s augmented reality layer showed how subtle tech can enrich the experience without crowding the heritage space. We’ll refine that approach - more context where it helps, always aiming to deepen immersion, without taking away from the physical experience. Between the festival dates, the Sikka Platform will keep the story alive, sharing highlights, artist reflections, and visitor feedback so the conversation continues long after closing night.

The participating “Oasis Design UAE ” designers at the Maison&Objet. A delegation from the Authority and the participants met with HE Fahad Saeed Al Raqbani, UAE Ambassador to France at the UAE embassy in France to discuss opportunities to strengthen support for Dubai creative sector. © Dubai Culture

Ramadan Heroes has received multiple awards under your leadership, including regional recognition for innovation in CSR and digital outreach. As CEO, how are you building on the legacy of that initiative to shape future community-focused cultural programmes?

The success of Ramadan Heroes reminded us that every programme works best when it starts with the community’s real needs and is built to last. That principle now guides all our outreach. We begin by listening to the people we hope to serve, we design each step with partners who share our values, and we keep the process and transparent so trust can grow over time.

For us, sustainability extends beyond the environment. It is about protecting cultural traditions and strengthening social bonds. Whether we are planning a heritage-craft pop-up or a neighbourhood reading circle, we ask the same questions: Will it strengthen local skills? Does it invite wider participation? Can it stand on its own after the launch moment passes?

By holding to those standards, we ensure that all new initiatives carry the same spirit that made Ramadan Heroes resonate shared responsibility and a commitment to lasting impact.

The School of Life initiative, launched by Dubai Culture, aims to enhance cultural, creative, and life skills among diverse community members through interactive workshops and activities held across public libraries and cultural centres. As CEO, how do you envision the evolution of the School of Life in building a sustainable creative ecosystem?

The School of Life programme began as a way to bring Dubai’s public libraries and cultural centres into daily community life. Over time, it’s become a place where residents can try something new, develop creative skills, and meet others who share similar interests. You see this every week - visitors of all ages sitting together at workshops and taking part in author sessions.

With the introduction of the Impact Track, the next phase is taking shape. This new direction opens a clear route for people ready to build on their creativity. Through hands-on work and direct involvement with professionals, participants move beyond the classroom, creating portfolios and finding their place in the cultural and creative industries.

What matters most is that the School of Life continues to give participants time and space to grow, whether they’re stepping in for the first time or returning to deepen their craft. Each programme is woven into the city’s routine, making creative learning a natural part of Dubai life. That’s how a lasting, supportive ecosystem takes hold - one where talent isn’t just found but truly developed.

CULTURAL IDENTITY & GLOBAL POSITIONING

Dubai has become an increasingly prominent player on the global cultural map. How do your initiatives contribute to defining and exporting Dubai’s cultural identity?

Dubai’s cultural identity travels best when visitors can feel its past and future at the same moment. Sikka Art & Design Festival offers exactly that. A stroll through Al Shindagha’s alleyways takes guests past coral-stone houses and wind towers that recall the city’s maritime roots; yet the art on display often speaks in the language of augmented reality and digital craft. People leave with the sense that Dubai is comfortable holding both eras at once, and they share that impression when they return home.

Literature carries the story even further. At the Emirates Airline Festival of Literature, a conversation between Chimamanda Ngozi Adichie and an Emirati poet places Dubai on the map as a crossroads for global and local literary traditions. These moments show audiences that the emirate is a place where different cultures and ideas can meet in genuine dialogue. The ‘ Exporting Local Literary Talent’ programme builds on this momentum, helping local writers take their stories to international audiences.

Our work for Expo 2025 Osaka-Kansai extended the idea of Dubai as a bridge. The pavilion programme paired heritage-led design with forward-looking technology, how ideas flow naturally between East and West.

All of these efforts add up to a clear message: Dubai is anchored in its story, confident in its innovation, and always open to exchange.

Having served in key communication networks at both the Government of Dubai Media Office and the Executive Council, how do you balance local cultural authenticity with international outreach?

Working with the Government of Dubai Media Office taught me that a lived story travels farther than one tailored only for export. The guiding question needs to shift from “What will international audiences want to see?” to “What stories are our artists genuinely passionate about telling?” When a painter re-imagines Arabic calligraphy with genuine insight, viewers abroad feel the heritage in each line.

For me, I start by asking creatives what drives them and build outward from there. The city’s makeup eases that process since around 195 nationalities share studios, stages, and workshops, so a project rooted in Dubai already carries global shades. A walk through Al Quoz Creative Zone reveals Emiratis and residents from dozens of countries sketching side by side.

Government networks then lift that voice onto bigger platforms. Press briefings, touring exhibitions, and bilingual digital channels give creators room to speak on their own terms while still reaching editors in London, Seoul, and beyond.

From visual identity to social media strategy, Dubai Culture’s branding has garnered notable recognition. What roles does storytelling play in shaping the Authority’s public image?

Story-first, design-led - that principle guides how Dubai Culture presents the emirate to the world. Visual storytelling lets emotion, heritage and ambition share a single frame, and the awards we’ve received for our Instagram feeds confirmed that our blend of modern expression and local roots resonates across audiences.

Because the brand is anchored in narrative cues, every communication piece - from a Sikka Festival banner to a 30-second Instagram reel - adds to Dubai’s cultural story. We pair clear visuals with brief, meaningful text: Nabati poetry for heritage work, and straightforward language for digital art campaigns. This lets audiences follow Dubai’s journey from a trading port to a global hub for the arts, without ever feeling they’re being sold a slogan.

FUTURE OUTLOOK

Dubai Culture is continually responding to innovation in the arts. What trends are you most excited to explore, and what initiatives are you working on for creatives working at the intersection of technology and culture?

Digital practice now sits at the heart of our cultural agenda, and the clearest sign is Dubai’s selection as the host city for the 31st International Symposium on Electronic Art in April 2026. The Symposium will turn the emirate into a meeting point for artists, technologists, and researchers who blend code with craft, opening new ground for collaboration and drawing fresh talent to the city’s creative economy.

Preparation for the moment is already underway. The MENA Creatives Bootcamp, delivered with Google, finished its second run this spring and gave participants hands-on time with generative tools, in line with the UAE National Innovation Strategy. Many of those graduates are now refining projects for public display.

One place they can test ideas is Art Dubai Digital. Since its launch in 2022, the section has brought work that spans virtual worlds, data-driven sculpture, and AI-generated imagery to a broad audience. Outside the fair calendar, an Art + Tech training series run with REALIITY keeps momentum going. Participants learn hardware and coding basics, then move straight into building installations for exhibition.

Themes that excite me most are tools that run real-time data into living artworks and creative uses of augmented reality in heritage sites. In every case, technology is a means, not the end. The value lies in work that speaks to people and place while pointing towards what is possible next.

Dubai Culture has recently elevated cuisine to a core part of its creative agenda. What prompted this stronger emphasis on the culinary arts, and how will gastronomy be woven into your wider initiatives?

Food connects people long before words do, which is why Dubai Culture now treats gastronomy on par with music, design, and the visual arts. By bringing chefs and food innovators into the spotlight, we both safeguard Emirati dishes and welcome fresh flavours that reflect Dubai’s cosmopolitan character.

Our first goal is to record and share culinary heritage - from luqaimat to the coastal recipes shaped by centuries of maritime trade. At the same time, we want cooks to view the kitchen as a legitimate cultural stage. The Emirati Chefs Grant, delivered with the International Centre for Culinary Arts Dubai and funded through the Dubai Cultural Grant, gives promising chefs hands-on training in time-honoured techniques and modern practice, enabling them to build careers without leaving the city.

(L-R) House of Saffron at Sikka Art & Design Festival 2025. National Youth Orchestra of Dubai at the iconic Steinway & Sons in New York. © Dubai Culture

Gastronomy now threads through every flagship event. During Sikka, visitors finish studio tours with tastings led by grant recipients. Design Week menus pick up the themes on display. Meanwhile, in heritage districts, craft demonstrations sit alongside community cook-alongs so residents can taste the history they have just explored.

What do you foresee being the most complex challenge of your role, where you must balance rapid growth with sustainable, meaningful cultural impact?

The greatest test lies in keeping pace with Dubai’s rapid expansion while ensuring every new initiative carries lasting and impactful cultural weight. The city can bring a programme from idea to opening day in weeks, but genuine value is when artists and audiences see the work resonate long after a launch event. That demands slow, deliberate listening even amid fast timelines.

Each time we introduce a new platform or grant, we gather feedback at every stage - advisory sessions before the launch, studio visits during production, and open forums once projects conclude. The loop helps us learn whether resources reach the people who need them most and whether the format encourages risk-taking instead of creating extra paperwork. Ensuring that support remains flexible rather than bureaucratic keeps creative practice alive.

Measuring impact is equally complex. Visitor counts or social-media impressions tell only part of the story. Real progress shows itself when a young painter, encouraged by an initial show, secures another, and when residents organise their own festival after joining one of ours. In those moments, brief successes settle in, influencing how culture unfolds here.

Inside the Vision of Dubai Culture's Arts, Design, and Literature CEO