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Discover America Brings Authentic US Experiences To Abu Dhabi


Annual campaign, organised by the U.S. Embassy in partnership with Department of Culture and Tourism - Abu Dhabi, celebrated US-UAE relationship with city-wide events and activations










In partnership with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and 50 local and international partners, the U.S. Embassy in the UAE organised the Discover America campaign from October 15 to 27. The event, an annual celebration of the multi-faceted relationship between the United States and the UAE, included several activations that showcased the best of American culture, business, cuisine and music.

Held under the theme of mobility, one of three themes of Expo 2020 Dubai, the fifth edition of Discover America featured a variety of trade and investment-related events tied to the broader theme of mobility with commercial applications. These events drew from in-country expertise and Emirati leadership, as well American entrepreneurism and thought leadership. One of the campaign’s key purposes was to provide a platform for US companies to showcase their value to potential UAE buyers and partners.

“The UAE and the United States have forged a successful trade partnership valued at $25 billion. Hosting a platform such as Discover America here in Abu Dhabi enabled us to build on this success and further strengthen the ties between our two nations through collaborating with key business partners from the USA,” said Ali Hassan Al Shaiba, Acting Executive Director of Tourism and Marketing at DCT Abu Dhabi. “It also provided our residents with unique cultural experiences through the various activations and events being hosted across the city, which proved an excellent addition to a great campaign.”

Held in collaboration with more than 50 local and international partners, Discover America offered stakeholders opportunities to engage on topics such as fintech, education, private equity, space, and the future of transportation, all with a distinctly American flair. The activations also included several events that were open to the public, enabling UAE residents and visitors to get a taste of US culture.

“Discover America promoted US-UAE bilateral trade and investment by celebrating the American brand and culture,” said Steve Bondy, US Deputy Chief of Mission. “Our objectives were to provide US companies with a platform to showcase their products and services to potential UAE buyers and partners, to spotlight US and UAE partnerships, and to enjoy American food, music, and culture. By using the convening power of the U.S. Embassy, Discover America offered unique and impactful inroads to building and reinforcing US-UAE business relations.”

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