KIRSTIN BERNABE (ABU DHABI)

They stayed, believed, and showed up for the UAE in the same way the UAE stood by them, believed in them, and showed up for them. As the country comes out stronger from recent challenges, its community sees in a new light what it means to be part of the Emirates.

Since regional tensions broke out over a month ago, expat artist Arine Isk has been asked several times whether she would stay. And each time, her answer was the same: “Here to stay”, a message she eventually decided to put on a cap.

“It was simply my way of sharing my perspective,” she told Aletihad.

Little did she know that many others felt the same way, so much so that when she posted the cap online, the embroidered “+971 Here to Stay” idea took on a life of its own. Though Isk has been making slogan caps and shirts for quite some time now, this one hit different.

“The feedback has been really heartwarming. People have been sharing their excitement when they open their orders, telling me how it brightens their day, and that they’re proudly wearing it every single day,” said the creator of Loud Mood.

Isk believed it was a message that reached people at exactly the right moment, spelling out what they already knew in their hearts. 

“It reminds them that the UAE is home and you don’t leave home when things get rough. You stay. And you say it out loud,” she said.

‘With You, UAE’

That spirit of solidarity shone in many ways during the weeks of regional unrest. It moved within the everyday moments, as life went on as usual across the UAE.

During those times, on-demand delivery platform talabat acknowledged its responsibility to the community, capturing it in a campaign that doubled as a statement of intent: “With You, UAE”. 

It was a pledge to show up when it mattered most, said Simonida Subotic, Vice President and Managing Director of talabat UAE. It meant “ensuring people can access what they need, supporting our partners on the ground, and operating in a way that puts safety and continuity first”, she said.

The campaign was rooted in a deeper understanding of the platform’s mission. “During periods of disruption across the region, … the need for reliability didn’t change. If anything, it increased. That’s where we saw our role more clearly: to remain present, consistent, and dependable for the communities we serve,” Subotic said.

A key part of the campaign highlighted how talabat mart continued to move fresh essentials from crossdock facilities through quality checks to final doorstep delivery. Additionally, the platform launched an initiative offering 100 cloud kitchen spaces rent-free until September 2026 to support restaurant partners, along with the “Signature Dish Drop”, a community-driven effort to help local dining outlets reach new customers.

The talabat team, particularly its riders, saw “With You, UAE” as a simple and honest reflection of their reality, Subotic said.

“We’ve seen a real sense of pride internally, reinforced by the positive sentiment from customers who increasingly recognise and appreciate the role riders play in keeping everyday life moving.”

Trust and Confidence

The sense of steadiness and collective confidence in those daily interactions extended to the country’s wider economic landscape. 

In the travel and tourism sector, not only does hope spring eternal, it is also backed by the UAE’s strong track record of resilience, according to destination management company Desert Adventures.

“We’ve seen this before. Different situation, different scale, but the pattern is the same. The UAE has a way of bouncing back quickly because the fundamentals are strong,” said the company’s CEO, Peter Payet.

He was referring to the pandemic and the UAE’s success in managing its impact while rebuilding momentum in the tourism industry.

“COVID-19 was probably the biggest test our industry has ever faced, and what came out of that was a much more resilient and better-prepared ecosystem. That experience counts for a lot today,” Payet said.

What has consistently stood out in moments like these, he added, is how the UAE prioritises public safety while maintaining confidence across sectors: “The UAE has demonstrated very clearly that the protection of citizens, residents, and visitors is non-negotiable, and that confidence comes from how quickly and effectively systems are put in place when needed."

 

With world-class infrastructure and strong coordination with authorities, Payet said there is no doubt demand in the tourism sector will soon return to normal levels: "And when it does, it will move quickly.”

In fact, his team has already received confirmation from international groups set to arrive in the UAE this April.

The company has remained in close contact with tour operators worldwide, providing clear updates and reassurance about conditions on the ground, Payet said.

“Trust is built in moments like this. Not when things are easy, but when you show up, communicate clearly, and do the right thing.”