Amna Abulhoul, Executive Creative Director, Entertainment & Experiences, Expo City Dubai on creating a global hub of innovation, culture, and entertainment
Built on the legacy of Expo 2020, Expo City Dubai has become a visionary urban destination that blends innovation, sustainability, and cultural experiences into a dynamic global hub. Located on the original Expo 2020 site, this cutting-edge metropolis continues the spirit of Expo 2020, offering a vibrant mix of entertainment, immersive attractions, and forward-thinking initiatives that shape the future. It will also become home to residents as plans are underway to convert many of the original buildings into residential accommodation, creating a fully integrated community experience.
Throughout the year, Expo City Dubai attracts visitors from around the world for many reasons. Visitors can still explore iconic pavilions such as Alif – The Mobility Pavilion and Terra – The Sustainability Pavilion, as well as engage with interactive exhibitions and experience world-class art and technology installations. With a packed calendar of live performances, festivals, and cultural showcases, Expo City Dubai is an ever-evolving destination that celebrates creativity, diversity, and human progress. From mind-expanding immersive experiences to family-friendly attractions, it is a place where innovation meets entertainment, making it a must-visit for residents and tourists alike. Here, we talk to Amna Abulhoul, Executive Creative Director, Entertainment & Experiences, Expo City, to find out what this cultural hub of innovation has to offer.
What does your role at Expo City Dubai entail?
My career has been a journey of creating enchanting stories and immersive worlds. I’ve always been captivated by the magic of storytelling—not just through words, but through movement, space, and the seamless interaction of every element. When I joined Expo 2020 Dubai, and later Expo City Dubai, I was entrusted not only with bringing stories to life but also with preserving and celebrating the rich art and cultural storytelling of The United Arab Emirates. My role revolves around transforming imaginative concepts into tangible realities that people can touch, feel, and remember. Whether it’s curating art, honouring traditions, or crafting community-focused experiences, storytelling is always at the heart of what I do—creating moments that transport people beyond the ordinary into the extraordinary while ensuring the heritage that defines us continues to thrive.
What can you tell us about the current vision for entertainment and experiences at Expo City Dubai?
Our vision for entertainment and experiences at Expo City Dubai is to cultivate a thriving creative economy by curating immersive experiences that celebrate Emirati culture, foster community engagement, and position us as a dynamic hub for living, working, and growing. Through art, entertainment, and shared experiences, we inspire connections and create lasting memories.
We bring Emirati culture to life in fresh, relevant, and engaging ways. Signature programs like Dhai Dubai and House of the Arts offer deep cultural and artistic experiences tailored to specific visitor segments, while the Firdaus Orchestra introduces a world-class musical element. Family-friendly events like Hai Ramadan and Winter City evoke nostalgia and belonging—not just for Emiratis but for Arabs and the wider international community—blending tradition with entertainment to educate and inspire.
With Ramadan coming up in a few days, what can we expect to see at Expo City Dubai?
Ramadan is my favourite time of the year—it’s our opportunity to share our traditions with the community through food, art, storytelling, projections, and the incredible craftsmanship of UAE artisans. It’s a celebration that engages all the senses—taste, sight, sound, and touch—creating an immersive and memorable experience for everyone. Some of the main highlights this year include the very popular Rashid and Latifa’s Quest to Find the Moon expanded stage show, with an exciting new chapter, telling the story of Prophet Jonah and the whale—our very own 10-metre-long whale on Always stage every weekend. Also new this edition is the enchanting Firdaus Ensemble musical performances on weekends, featuring a select group of talented musicians from the Firdaus Orchestra, the first all-female orchestra in UAE. And of course, we’re hosting what I believe is the most amazing Iftar experience in Dubai, beneath the stunning Al Wasl Dome, with an Iftar buffet curated by award-winning chefs, welcoming up to 1,000 guests for an unforgettable evening.
What’s the biggest challenge?
What everyone might see as challenges, we see as opportunities for creative solutions. One recurring consideration is the ever-evolving landscape of Expo City Dubai, with ongoing commercial and residential developments shaping our environment. This means continuously reimagining spaces that weren’t originally designed as venues and transforming them into dynamic settings for entertainment and experiences. By embracing adaptability and innovation, we ensure that every event seamlessly integrates with the city’s growth, creating unique and engaging experiences for our audiences.
What events or activations would you love to work on in the future at Expo City?
I would like to create more art and cultural experiences. Purpose-driven initiatives that are similar to Dhai Dubai and Firdaus Orchestra foster a deeper connection to the region’s rich heritage while embracing contemporary creativity. These initiatives would not only highlight the talents of emerging and established artists but also provide immersive, interactive experiences that engage diverse audiences. By curating events that blend music, visual arts, and storytelling, I aim to celebrate cultural diversity and inspire a sense of community and shared identity.
How do you ensure you cater for an audience from a range of cultures and backgrounds?
This is what we do best—perhaps because many of us in the Entertainment and Experiences team at Expo City Dubai were part of delivering Expo 2020, an event that welcomed and celebrated all nationalities and cultures. That spirit continues to define us today. The UAE prides itself on being a home for people from all walks of life, and we are very aware of this in our approach. Our programming is intentionally diverse, ensuring that our experiences resonate with a global audience while staying true to the rich cultural fabric of the region. Inclusivity is at the heart of everything we create.
