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The Museumification of Heritage
When Culture Becomes an Exhibit

We’re preserving our cultures so intensely that we’ve stopped living them. And the most beautiful traditions are becoming the loneliest.

By Ami Jain

I was standing in Al Fahidi Historical Neighbourhood last Thursday, watching a group of tourists pose for photos in rented Emirati attire. The abaya was pristine, the ghutra perfectly draped, the backdrop authentically aged coral stone. They looked beautiful. They looked performative. And I wondered: when did heritage become a costume we put on for the camera and take off when the shoot is done?

There’s a quiet tragedy unfolding in the most beautiful places in the world. We are preserving our cultures so intensely that we are no longer living them.

Across continents, from Rajasthan’s palaces to the restored souks of Dubai, from the alleys of old Cairo to the marbled courtyards of Fez, heritage is not disappearing. It is being curated, polished, ticketed, filmed, hashtagged, and placed gently behind velvet ropes. Our traditions, once lived and breathed, are now displayed.

What was once memory is now a museum. What was once language is now calligraphy on a gallery wall. What was once the rhythm of life is now an event scheduled on a tourism calendar.

And the question is no longer “How do we save our heritage?” The question is quietly becoming: Can a culture still be called alive when its primary mode of existence is observation rather than participation?

I was standing in Al Fahidi Historical Neighbourhood last Thursday, watching a group of tourists pose for photos in rented Emirati attire. The abaya was pristine, the ghutra perfectly draped, the backdrop authentically aged coral stone. They looked beautiful. They looked performative. And I wondered: when did heritage become a costume we put on for the camera and take off when the shoot is done?

There’s a quiet tragedy unfolding in the most beautiful places in the world. We are preserving our cultures so intensely that we are no longer living them.

Across continents, from Rajasthan’s palaces to the restored souks of Dubai, from the alleys of old Cairo to the marbled courtyards of Fez, heritage is not disappearing. It is being curated, polished, ticketed, filmed, hashtagged, and placed gently behind velvet ropes. Our traditions, once lived and breathed, are now displayed.

The Museumification of Heritage

What was once a memory is now a museum. What was once language is now calligraphy on a gallery wall. What was once the rhythm of life is now an event scheduled on a tourism calendar.

And the question is no longer “How do we save our heritage?” The question is quietly becoming: Can a culture still be called alive when its primary mode of existence is observation rather than participation?

The Museumification of Heritage

When the Past Becomes Performance

Let me be blunt: we live in an era where the past has become content.

We wear traditional garments not to attend rituals, but to attend photoshoots. We visit heritage villages not to reconnect with ancestry, but to collect aesthetic proof that we belong to a lineage. We frame our cultural identity in Instagram squares, measure our connection to roots in likes and shares, and mistake documentation for experience.

Culture is no longer something you are. It is something you display. 

In Dubai, beautifully preserved sites like Al Fahidi, the Sheikh Mohammed Centre for Cultural Understanding, and the reconstructed souks are stunning. 

They are also increasingly settings, not communities. We walk through narrow coral-stone alleyways with cameras raised higher than our hearts beat. Tour guides recite histories that are no longer inherited, but narrated. Professional. Scripted. Perfect.

Mariam Al-Khaja, 29, a cultural heritage consultant who works with the Dubai Culture & Arts Authority, sees this tension daily. “We’re doing important preservation work,” she tells me over coffee in a modern café that overlooks one of those very heritage sites. “But sometimes I wonder if we’re creating living history or elaborate stage sets. When a space is primarily experienced by tourists and performed by guides, what are we actually preserving?”

Across the world, the pattern repeats. In Kyoto, tea ceremonies are booked by the hour on Airbnb. In Marrakesh, riads once home to multigenerational families are now boutique hotels selling “authentic experiences” to people who will leave in three days. In Jaipur, traditional block printing workshops cater almost exclusively to visitors seeking Instagram content, not locals seeking textiles.

We are not practicing heritage. We are witnessing it. And witnessing, no matter how reverent, is still a form of distance.

Dr. Salim Al-Mansoori, a historian at UAE University who has spent two decades studying Emirati cultural evolution, puts it more sharply: “There’s a difference between preservation and fossilization. Preservation keeps something alive by allowing it to breathe, change, and remain relevant. Fossilization freezes it in time as an object of study. We’re dangerously close to the latter.”

The Aestheticization of Identity

Heritage has become visually louder, spiritually quieter.

This generation, raised on the currency of images, has learned to translate belonging through aesthetics. Wearing a kimono, a ghutra, a sari, or an embroidered abaya is no longer primarily about ceremony. It’s about semiotics. It tells the world: I come from somewhere meaningful. My identity is worth archiving.

And yet, the deeper meaning slips.

I see it in my own life. I wear traditional Indian clothing to certain events, and I look beautiful. People compliment the embroidery, the colors, the drape. But when someone asks me the significance of a particular design or the regional origin of the style, 

The Museumification of Heritage

I often don’t know. I inherited the aesthetic, not the knowledge. I mimic the shape of culture while losing its temperature.

Fatima, 24, an Emirati university student I spoke with, described a similar experience. “I can wear an abaya beautifully. I know which brands are trendy, which styles are traditional, which fabrics are premium. But my grandmother? She could tell you the name of every weaving technique, the symbolism of patterns, the appropriate occasions for each style. Her knowledge was embodied. Mine is… curated.”

This is the aestheticization of identity: we know how culture looks, but not always what it means.

“Culture today exists in two forms,” says Dr. Layla Hassan, a cultural anthropologist based in Abu Dhabi. “The ones we live, and the ones we stage. Increasingly, the staged version is winning because it is easier to share, easier to monetize, and easier to control. But staged culture, no matter how beautiful, is not lived culture.”

Tradition is becoming an aesthetic, a curated mood board for a generation terrified of losing roots yet unwilling or unable to carry the weight of practicing them daily. We collect symbols without learning the language they speak.

Heritage as Luxury Real Estate

As countries modernize, culture is doing something extraordinary: it is turning into luxury real estate.

Hotels advertise “Heritage Suites” with traditional architecture and modern amenities. Restaurants offer “Modern Emirati Fusion,” reinterpreting ancestral dishes for contemporary palates and Instagram feeds. Cities develop entire neighborhoods designed not for living, but for remembering.

In Dubai, we’ve seen the transformation vividly. The Al Seef district along Dubai Creek beautifully recreates traditional Emirati architecture. It’s stunning. It’s also primarily a tourist destination. Locals visit occasionally, tourists visit constantly, and the space exists in a strange limbo between authentic heritage and themed experience.

The Museumification of Heritage

Abdulla Rashid, 35, an architect involved in several heritage restoration projects across the UAE, sees both sides. “We’re walking a tightrope,” he admits. “If we don’t preserve and restore these spaces, they disappear entirely as the city grows. But if we restore them only as attractions rather than functional community spaces, we create museums, not neighborhoods. The question is: can heritage architecture serve both purposes?”

There is elegance, yes. There is preservation, yes. But there is also performance. And underneath it all, a quiet discomfort.

A young Emirati woman told me recently, “I don’t know if I’m embracing my culture or consuming it.” That sentence haunted me because it captures the essential tension of our age: heritage has become both sacred and commercial, both identity and commodity, both who we are and what we sell.

The same forces shaping global fashion now shape global culture: curation, scarcity, exclusivity, and brand identity. Heritage is no longer just lineage. It is a lifestyle. And lifestyles, by definition, are things you can buy into and out of.

The UAE’s tourism strategy explicitly positions cultural heritage as an attraction. “Experience Traditional Emirati Life,” the brochures promise. But can you experience something in two hours that others spent lifetimes living? Or are you experiencing a carefully constructed representation of it?

The Generation Caught Between Worlds

For Gen-Z and Millennials, especially in rapidly modernizing nations, heritage is not just history. It is a negotiation.

We are the generation that speaks English at work and our mother tongue at home (sometimes). We eat sushi for lunch and biryani for dinner, pray on Fridays and party on Saturdays, and wear sneakers with our traditional clothing. We are not abandoning culture. We are remixing it.

But here lies the deeper question: Is remixing a form of preservation, or a slow transformation into something unrecognizable?

Rashed, 26, who works in tech in Dubai, embodies this tension. “I’m Emirati. I speak Arabic. I follow traditions during Ramadan and Eid. But day-to-day? My life looks more like my colleagues from London or Mumbai than my grandfather’s life. Does that make me less Emirati, or does it make me a modern Emirati? I honestly don’t know.”

Many young people in Dubai, Riyadh, Doha, Mumbai, and Cairo express similar feelings. They feel cultural pride but also cultural distance. They are fluent in aesthetics, not always in authenticity. They wear tradition without always understanding its language. Not out of disrespect, but out of disconnection.

Dr. Al-Mansoori has studied this generational shift extensively. “Young people in the UAE grow up in a globalized, cosmopolitan environment. English is often their primary language. 

Their friends are from dozens of countries. Their media consumption is global. And then we ask them to maintain traditions that were formed in radically different contexts. It’s an enormous ask. Some manage it beautifully. Others feel torn.”

Sara, 23, a third-culture kid who grew up between Dubai and London, puts it more emotionally: “I feel Emirati when I’m abroad. But when I’m in the UAE surrounded by people whose connection to the culture is deeper than mine, I feel like I’m performing Emirati-ness. Like I know the script, but I’m reading it, not living it.”

The Museumification of Heritage

This is the cost of rapid modernization: cultural continuity becomes fragile. What previous generations absorbed through daily immersion, this generation must consciously learn and choose. And choice, paradoxically, can create distance from the very thing you’re choosing.

Living Culture vs. Display Culture

Heritage is meant to be lived, not displayed. It is meant to evolve through use, not be frozen in time for admiration.

But here’s where it gets complicated: isn’t preservation important? Absolutely. Without active efforts to preserve language, craft, architecture, and tradition, they do disappear. Globalization is real. Modernization is real. If we don’t intentionally maintain heritage, market forces and convenience will erase it.

So preservation matters desperately. The question is: what kind of preservation are we doing?

There’s a difference between living preservation and museum preservation. Living preservation means traditions continue to serve their original purposes, even as they adapt. Museum preservation means traditions are maintained as historical artifacts, studied and admired, but no longer functionally integrated into daily life.

The Museumification of Heritage

Dr. Hassan makes a critical distinction: “When we preserve traditional architecture by turning old houses into museums, we save the structure but lose the life that made it meaningful. When we preserve traditional crafts by turning them into tourist workshops, we save the technique but lose the cultural context that gave it purpose.”

Examples of living preservation do exist. The Sheikh Mohammed Centre for Cultural Understanding doesn’t just preserve Emirati culture; it actively engages both locals and visitors in cultural exchange that feels dialogic, not performative. Traditional majlis gatherings still happen in Emirati homes, maintaining social functions that date back generations. Ramadan and Eid still anchor the calendar with practices that haven’t been reduced to spectacle.

But the line is blurry and constantly shifting. And for every example of living culture, there are dozens of cultural experiences that feel more like theater: impressive, beautiful, and fundamentally removed from daily life.

Can Culture Survive Modernity?

Here’s the uncomfortable truth: maybe some cultural practices can’t survive modernity intact. And maybe that’s not entirely a tragedy.

Cultures have always evolved. What we romanticize as “traditional” was once modern, controversial, or new. The abaya, now a symbol of Emirati identity, has changed dramatically in style over decades. The majlis, while maintaining its social function, now includes smartphones and air conditioning. Languages absorb new words. Cuisines incorporate new ingredients.

Change is inevitable. The question is: how much change can occur before something stops being what it was and becomes something else entirely?

The Museumification of Heritage

Abdulla, the architect, offers a pragmatic view: “I don’t think we can or should try to live exactly as our grandparents did. That’s not realistic or necessarily desirable. But we should understand what we’re choosing to keep and what we’re choosing to let go. Conscious evolution is different from unconscious erosion.”

Dr. Al-Mansoori agrees but adds nuance: “Every generation thinks they’re the last to truly understand tradition. Every generation worries the next one will lose it entirely. But cultures are more resilient than we think. They adapt. The question isn’t ‘Will Emirati culture survive?’ It will. The question is ‘What will Emirati culture become?'”

That question has no easy answer. But asking it is essential.

Revival, Not Just Display

So what’s the way forward? How do we honor heritage without embalming it? How do we preserve without fossilizing?

The answer isn’t to reject preservation efforts or tourist experiences or cultural institutions. Those have value. The answer is to complement display with practice.

Heritage lives not in museums alone, but in:

Daily language. Speaking Arabic (or any ancestral language) at home, not just in formal settings. Teaching children not just to understand it, but to think in it.

Embodied knowledge. Learning traditional crafts, cooking, music not as historical curiosities but as ongoing practices. Not to perform them, but to live them.

Community spaces. Creating and maintaining spaces where culture happens organically, not just when tourists are watching or cameras are rolling.

Functional tradition. Wearing traditional clothing because it’s comfortable and meaningful, not just because it’s photogenic. Practicing cultural rituals because they structure your life meaningfully, not just because they’re “heritage.”

Critical engagement. Understanding the why behind cultural practices, not just the what. Knowing the history, the context, the evolution. Being able to explain your culture, not just display it.

Sara, the third-culture kid, found her own path: “I started learning about Emirati poetry. Not because I had to, but because I wanted to understand how my ancestors thought about love, loss, identity. And suddenly, the language wasn’t just aesthetic. It was alive. It meant something.”

Rashed made a similar choice: “I started attending traditional majlis gatherings with my father and uncles. Just sitting, listening, participating. No phones. No performance. And I realized: this is culture. Not the sanitized version in heritage villages, but the messy, argumentative, funny, profound version that happens when people gather without an audience.”

These are small acts. They won’t reverse globalization or stop modernization. But they represent a different relationship to heritage: one of participation, not observation.

The Museum and the Living Room

Here’s my conclusion: We need both.

We need museums, cultural institutions, and preservation efforts. They matter. They create continuity. They educate. They protect what might otherwise be lost entirely.

But we also need living rooms where culture breathes without being watched. Kitchens where recipes are taught by feel, not measurement. Majlis gatherings where stories are told because they’re worth telling, not because they’re on the tourism itinerary.

We need the staged and the spontaneous. The curated and the chaotic. The exhibited and the experienced.

The danger is when the first replaces the second entirely. When heritage becomes something we visit rather than something we inhabit. When the museum is full and the living room is empty.

Because in the end, culture was never meant to be perfect. It was meant to be lived. Messy, evolving, argued over, cooked wrong sometimes, sung off-key, worn until it’s comfortable.

And perhaps the greatest act of preservation is not admiration from a distance.

It’s participation up close.

It’s speaking the language badly until you speak it well.

It’s wearing the clothes until they feel like yours, not a costume.

It’s cooking the food until you can do it without a recipe.

It’s showing up to the gathering even when it’s inconvenient.

It’s choosing to live the culture, not just display it.

Because heritage doesn’t die when we stop taking photos of it.

It dies when we stop living it.

THE PRESERVATION PARADOX

Living Culture vs. Museum Culture

Living CultureMuseum Culture
Practiced dailyPerformed periodically
FunctionalAesthetic
Evolves naturallyFrozen in time
Taught through immersionTaught through explanation
Community-sustainedInstitution-sustained
Feels naturalFeels curated
Purpose: lifePurpose: preservation

Examples in the UAE:

Living Culture:
  • Family majlis gatherings
  • Ramadan and Eid traditions
  • Arabic language use in homes
  • Traditional hospitality customs
  • Falconry as sport and culture
  • Pearl diving heritage is maintained by practitioners
Museum Culture:
  • Heritage village tours
  • Traditional souq reconstructions
  • Cultural performance centers
  • Costume rental experiences
  • Guided heritage walks
  • Museum exhibits on Bedouin life

Neither is better. Both are necessary. The balance is what matters.

UAE HERITAGE REVIVAL EFFORTS

Organizations Keeping Culture Alive:

  • Sheikh Mohammed Centre for Cultural Understanding: Interactive cultural exchange programs, traditional meals in heritage settings, dialogue-based learning
  • Dubai Culture & Arts Authority: Cultural heritage preservation, festivals, language programs
  • Abu Dhabi Department of Culture & Tourism: Heritage site management, Qasr Al Hosn programming
  • Zayed Heritage Festival: Annual celebration of Emirati traditions, crafts, and customs
  • Emirates Literature Foundation: Preserving Arabic literary traditions
  • Sharjah Heritage Area: Living museum concept combining preservation and function

Traditional Practices Still Thriving:

  • Falconry clubs and competitions
  • Traditional dhow building (limited but maintained)
  • Arabic calligraphy schools
  • Traditional Emirati cuisine in family homes
  • Poetry majlis gatherings
  • Date farming heritage
  • Camel racing culture

HOW TO PRACTICE, NOT JUST PRESERVE

For Emiratis:

  • Speak Arabic with children, even when English is easier
  • Attend traditional majlis, not just weddings and Eid
  • Learn traditional crafts from elders while they’re still here
  • Cook traditional dishes from memory and feel, teach the next generation
  • Wear traditional clothing regularly, not just for photos or occasions
  • Share stories, not just facts, about family and cultural history

For Residents & Expats:

  • Learn basic Arabic beyond greetings, and understand the culture through its language
  • Attend cultural events as learners, not just tourists
  • Build relationships with Emirati colleagues/neighbors beyond professional interactions
  • Understand the history of where you live—it’s not just a temporary stop
  • Engage with cultural practices respectfully and curiously
  • Support local cultural initiatives, not just international imports

For Everyone:

  • Ask elders about their lives, record their stories before they’re lost
  • Choose experience over documentation sometimes, put the camera down
  • Practice traditions, don’t just observe them
  • Learn the why behind customs, not just the what
  • Create spaces for cultural exchange that feel dialogic, not performative
  • Remember: culture is a verb, not a noun
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