Dubai – The seventh season of Emarat Al Aman, the community event organised by the Security Industry Regulatory Agency (SIRA) in partnership with Dubai Mall – Emaar, will run for four days from 2 to 5 November 2026 at Zabeel Bridge, Dubai Mall, daily from 10:00 am to 10:00 pm, under the theme "Safety is a Shared Responsibility."
The event falls under the category of purposeful entertainment, offering physical and mental challenges and competitions, both team-based and individual. These challenges promote values and skills inspired by the Union and its wise leadership, and depend on team success through cooperation, teamwork, strategic thinking, belonging and a sense of responsibility.
The 2026 edition comes in light of recent challenges in which the unique fabric of the UAE community proved that Emarat Al Aman is not merely a slogan, but a reality lived by everyone on this nation's soil. It reinforces the readiness and community solidarity the country has demonstrated at every level.
The new edition coincides with the Year of the Family and introduces, for the first time, the "Family" category dedicated to family teams. Winners in this category will receive an exclusive prize package of gifts and benefits suited to all ages, offering families shared experiences that strengthen the bonds between them. Fazaa joins as Gold Sponsor and will distribute free family membership cards of all tiers to participants and visitors, both citizens and residents.
Four Categories and 12 Winning Teams
Teams of four will compete in four categories:
- Community Guardians: Government and private security sectors.
- Community Leaders: Government and private non-security sectors.
- Community Spirit: Women's teams, juniors (aged 16–20), and the general public.
- Family
Participants will take on 16 interactive challenges designed using artificial intelligence and technology, including 14 team challenges (7 physical and 6 mental), alongside individual challenges open to visitors without prior registration. The value of daily prizes and gifts exceeds AED 1 million, and this year 12 winning teams across the four categories will be crowned at an awards ceremony on 9 November at Grand Hyatt, attended by partners and sponsors.
Details of the challenges are available on the official website: emaratalaman.ae/ar#games
The Emarat Al Aman Fragrance
Season 7 will see the launch of the "Emarat Al Aman" fragrance by Khaltat, part of Mohammed Hilal Group. This exclusive fragrance bears the signature of H.E. Mohammed Hilal, Chairman of Mohammed Hilal Group, and is described by the organiser as the world's first fragrance to embody the feeling of safety. Inspired by the spirit of security the nation enjoys, the fragrance translates three feelings: tranquillity, belonging and trust.
The fragrance offers "a vision beyond the ordinary, in which the future yet to be written appears more beautiful than the past." It draws inspiration from the vision of the wise leadership that has transformed the UAE into a destination of ambition, opportunity and limitless potential. At its core lies the value of feeling safe, which strengthens our belief in our dreams and gives us the freedom to pursue our ambitions; for when we feel safe, we dare to dream further and bigger.
The concept behind the fragrance begins with a question: what if a feeling could be composed the way a fragrance is? Safety is not a single feeling, but a set of complementary layers expressed through the fragrance's three notes. The top note, "Peace," embodies the freedom to be ourselves and a serenity born of the certainty that we are safe. The heart note, "Belonging," represents the warmth of connection to the nation, its people and its vision, and the sense of being part of something greater. The base note, "Trust and Safety," is the foundation on which we build our future, giving us the stability and courage to keep pursuing our ambitions.
Mohammed Hilal Group also takes part as a sponsor through a selection of its brands in fragrances and hospitality, including Hind Al Oud, Khaltat, Third Avenue and Ana Restaurant.
The fragrance will be officially unveiled at the opening in the presence of VIP guests, and will then be available to experience exclusively for event visitors. Details of its commercial release will be announced later.
Accompanying Art Events
On 2 and 3 November, sand artist Shaima Al Mugheiri will present a live performance titled "The Story of Safety, from the Sands of the Land of Safety." Through moving sand paintings, it portrays the success of the UAE model, with five emirates topping the Safe Cities Index, and the event's journey since its launch in Al Khawaneej in 2018, culminating in a final scene that reveals the fragrance.
On 4 and 5 November, Lebanese visual artist Wael Kamel Hamadeh will host the "Art of Belonging" exhibition, transforming driftwood, parts of traditional boats and elements from Emirati beaches into artworks that celebrate the nation's journey and values, as part of an exclusive interactive experience for event visitors.
The exhibition brings together concepts of local culture, belonging, sustainability and future technologies, inviting visitors to explore the artworks in an innovative and unique way to be revealed during the exhibition.
Throughout the event, visitors will also find the Fazaa family membership card platform and a Creators Hub, where influencers and media personalities will engage with the public and cover the event. There will also be daily quiz competitions with instant prizes, and meet-and-greets with "Saqr," the Emarat Al Aman mascot.
Participating Entities
More than 30 partners and supporters are taking part in Season 7, an increase on last year, with expanded contributions to prizes and gifts.
Organiser and Official Sponsor
The event is organised and officially sponsored by the Security Industry Regulatory Agency (SIRA), in partnership with Dubai Mall – Emaar.
Strategic Partners
Strategic partners include UXE, Dubai Customs, flydubai, Emirates NBD, M-Code, Mohammed Hilal Group and Emirates Loves. The Emirates Loves community joins as community and media partner, representing "The Voice of Emarat Al Aman," encouraging members of different communities to take part, represent their countries and share their stories of living safely in Dubai.
Sponsors
Sponsors include Fazaa (Gold Sponsor), Emaratak, Khaltat, Hind Al Oud, Ana Restaurant, Third Avenue Restaurant, Grand Hyatt, Assa Abloy, U By Emaar, Messe Frankfurt, Ten Tech Security Solutions, Aman Security Training Centre, Safer Last fire safety signage, and Vostok.
Supporting Community Groups
More than four community groups are promoting Emarat Al Aman as part of their community responsibility: @hogdxb, @flat.12, @nine_seven_one_ and @supercarsmajlis.
Supporting Government Entities
The event is supported by government entities led by Dubai Police (Transport Security Department), the General Command of Civil Defence in Dubai, Digital Dubai, and the Dubai Culture and Arts Authority (Dubai Culture), while Dubai Media Incorporated participates as media sponsor.
Seven Seasons of Community Engagement
The event was first launched on 3 November 2018, coinciding with Flag Day, to celebrate the Union's achievements of security, stability and prosperity, spread a culture of safety and security, and turn the concept of safety from a slogan into a community practice built on cooperation and teamwork. Its sixth edition attracted more than 4,500 participants and 1,000 teams, and over 40,000 visitors daily.
Emarat Al Aman has become a prominent annual event in Dubai, particularly among the government and private sectors, drawing strong public and media turnout and the participation of influencers and media personalities of all nationalities.
Over its seasons, the event has grown from a challenge-based competition into an integrated programme combining challenges, art and cultural events, and community initiatives under one national umbrella, in line with the National Agenda and the UAE's themed years.
To register, form a team of four and choose a category via the official website: emaratalaman.ae/ar/register. Follow the latest updates on the event's Instagram account @emarat_alaman.