Two iconic brands join forces to create authentic cultural experiences at tourism’s leading awards ceremonies
The Fridge has been named Cultural Experiences Partner of World Travel Awards, bringing together two celebrated brands with a shared ambition to place authentic culture at the heart of the visitor experience.
The partnership will see the Dubai-based entertainment company curate cultural moments that reflect the character, traditions and creative energy of World Travel Awards host destinations.
The collaboration made its debut at the Middle East Gala Ceremony at the stunning One&Only One Za’abeel in Dubai, where The Fridge delivered a performance programme designed to connect guests with the culture and contemporary creativity of the region.
The evening offered an impressive first demonstration of the partnership’s potential, combining one of Dubai’s most distinctive hospitality settings with entertainment shaped around a strong sense of place.
“Culture is most powerful when it is experienced rather than simply observed,” said Shelley Frost, owner and director of The Fridge.
“World Travel Awards brings together the people, destinations and organisations shaping the future of global tourism. This partnership gives us an extraordinary platform to celebrate the music, movement, stories and creative talent that make each destination unique.
“Our first collaboration at One&Only One Za’abeel demonstrated what can happen when world-class hospitality and authentic cultural expression are brought together with real purpose. We are incredibly proud of what we created and excited about the experiences still to come.”
Founded in Dubai, The Fridge has developed a reputation for creating live entertainment and cultural programming while providing a platform for artists from the UAE, the wider Middle East and beyond.
Its appointment reflects the growing importance of culture within global tourism, as travellers increasingly seek experiences that create meaningful connections with the places they visit.
For World Travel Awards, established in 1993 to recognise and celebrate excellence across the international travel and tourism industry, the partnership introduces an additional experiential dimension to its prestigious programme of regional gala ceremonies.
“We are excited and delighted to welcome The Fridge as the Cultural Experiences Partner of World Travel Awards,” said Anton Strack, marketing and communications manager at World Travel Awards.
“Our ceremonies celebrate far more than achievement within tourism. They also provide an opportunity to showcase the character, creativity and cultural identity of the destinations that welcome us.
“The Fridge shares our commitment to excellence, authenticity and unforgettable experiences. Its ability to bring together exceptional artists and translate a destination’s identity into a compelling live experience makes it an ideal partner for World Travel Awards.
“The outstanding programme created for our Middle East Gala Ceremony at One&Only One Za’abeel was a powerful beginning, and we look forward to building on that success together.”
The partnership comes as destinations and hospitality brands place greater emphasis on cultural tourism and experience-led travel. For both organisations, the objective is to ensure culture is not treated as an addition to an event, but as an essential part of how a destination welcomes the world.
Following its debut in Dubai, The Fridge and World Travel Awards will continue working together to create memorable cultural experiences inspired by the people and places at the centre of global tourism.
