Most tourism campaigns lean on polish. This one is doing the opposite. The Zayed Authority for People of Determination has launched “Our Summer Is More Beautiful,” a community media campaign built in partnership with the Department of Culture and Tourism – Abu Dhabi and several government entities across the emirate, and its entire premise is refreshingly unglamorous: document real people, having real summers, without the usual staged-shoot gloss.
Zayed Authority Launches Summer Campaign Celebrating People Of Determination
The initiative runs under three regional themes, “Our Summer is More Beautiful in Abu Dhabi”, “…in Al Ain”, and “…in Al Dhafra”, with campaign teams accompanying families to their actual favourite spots rather than assigning them a pre-picked backdrop. So, parks, beaches, museums, markets, cultural venues and entertainment spaces across all three regions are captured as families with different nationalities and disabilities actually use them. It’s a subtle but important distinction: the goal is documentation, not decoration.
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Why The “Authentic, Not Staged” Angle Matters
Abdullah Abdul-Ali Al-Humaidan, Director-General of the Zayed Authority for People of Determination, put it plainly: the point isn’t just to document places but to capture the memories families are already making across the emirate. Genuine inclusion, as he framed it, is measured by whether everyone can actually enjoy life and participate fully, not by how accessible a space looks on paper. That’s a meaningfully different bar than most accessibility campaigns set for themselves, and it fits a pattern Abu Dhabi has been building on for a while now, from opening the UAE’s first dedicated beach for visually impaired visitors along the Corniche to steadily expanding what genuinely accessible travel across the UAE looks like in practice.
How Families Can Get Involved
The Authority is inviting families of People of Determination to take part directly by sharing their own summer stories and experiences. A selection will be chosen and turned into media content published across digital platforms throughout the season, so this isn’t a closed-door production; it’s genuinely open for submissions. For a city that’s spent the past few years steadily building out its accessibility infrastructure, this campaign is less an announcement and more a receipt: proof of what that infrastructure actually looks like in use, told by the people using it.
Cover Image Courtesy: Zayed Authority for People of Determination/Website
FAQs
What is "Our Summer Is More Beautiful"?
A community media campaign by the Zayed Authority for People of Determination, documenting the real summer experiences of People of Determination and their families across Abu Dhabi, Al Ain, and Al Dhafra.
Can families take part?
Yes, families of People of Determination are invited to share their summer stories, with select experiences produced as media content published throughout the summer.
What kind of places does the campaign cover?
Parks, beaches, museums, cultural and entertainment venues, markets, and other community facilities across the emirate.
