SHEIKH MOHAMMED BIN RASHID CENTRE FOR CULTURAL UNDERSTANDING AND ORANGE COUNTY VISITORS ASSOCIATION PRODUCE FREE ONLINE CULTURAL TRAINING VIDEO FOR SOUTHERN CALIFORNIAN HOSPITALITY AND BUSINESS COMMUNITIES

Video Aims to Assist the Orange County Hospitality, Tourism and Retail Communities to Demonstrate Cultural Skills and Understanding in Welcoming Middle Eastern Visitors DUBAI, United Arab Emirates (July 13, 2015)—In an effort to optimize the experiences of Middle Eastern visitors to Orange County, California, the Orange County Visitors Association (OCVA), with the support of local leading retail partners Fashion Island, Irvine Spectrum Center and Macy’s, and in association with the Sheikh Mohammed Bin Rashid Centre for Cultural Understanding, have announced the release of a free online training video for Orange County local business owners, community members and professionals from the local hospitality, tourism and retail industries. The video, titled “Welcoming Our Middle Eastern Guests to Orange County,” highlights cultural differences and teaches etiquette for communicating and interacting with Middle Eastern visitors. The video aims to bridge cultural differences and ensure that Middle Eastern visitors have an exceptional experience while visiting Orange County. From left: Glenn Johnston, Vice-President OCVA Middle East; Nasif Kayed, Managing Director, Sheikh Mohammed Bin Rashid Centre for Cultural Understanding “As the first tourism promotional body from the United States to have a permanent presence in the Middle East, we felt it important to produce a cultural training tool in order for our friendly service industry professionals in Southern California to even better serve our increasing number of guests from the Middle East,” said OCVA CEO Ed Fuller. “It’s important that we bridge differences with mutual understanding in order to ensure Middle Eastern guests can fully enjoy all that Orange County has to offer. In this regard, the Sheikh Mohammed Bin Rashid Centre for Cultural Understanding was the perfect partner in helping us achieve these goals and we are extremely grateful for all their assistance and expertise in making this video possible.” Says Nasif Kayed, Managing Director, Sheikh Mohammed Bin Rashid Centre for Cultural Understanding: “Operating under the centre's philosophy and motto “Open Doors. Open Minds.” the centre strives to raise awareness and demystify the local culture, customs and religion of the United Arab Emirates. With an overall objective to improve cross-cultural understanding and communication, we are delighted to join this project spearheaded by the Orange County Visitors Association. As an Emirati their initiative to reach out to the people of the GCC in this way is greatly appreciated and I’m sure will result in many GCC nationals and expatriates increasingly visiting Orange County.”   The cultural training video is the second in a series produced by the Orange County Visitors Association, the first highlighting cultural techniques in welcoming visitors from China. Presented at no cost to all, the training video can be easily accessed by visiting the OCVA Youtube channel at: http://youtu.be/UmBZtS1OrB4, and has been produced with the goal of creating an informative resource for best practices when welcoming Middle Eastern travelers to Southern California. “We hope businesses use this as training in their offices to encourage culturally- aware hospitality for our Middle Eastern guests,” said Mr. Fuller. “Ensuring that we assist visitors by culturally providing for their needs will motivate Middle Eastern travelers to return to Orange County year on year.” The video includes topics ranging from social and cultural norms and values to social etiquette for business relationships. Nasir Kayed, Managing Director and Dahlia, a volunteer, at the Sheikh Mohammed Bin Rasid Centre for Cultural Understanding provide a detailed overview of these topics while presenting an overview of Islam and its influence on Middle Eastern culture. The training website is launched just as the OCVA launches a special travel campaign exclusive for visitors from the Middle East. Entitled “The OC & ME”, the campaign provides visitors with complimentary VIP personal shopper experiences along with thousands of dollars-worth of shopping discounts and bargains at Orange County’s leading shopping lifestyle destinations. Additionally, the OCVA has also recently launched an Arabic and English website along with social media channels specifically tailored for Middle Eastern guests. For more information regarding Orange County, California visit: Facebook: www.facebook.com/OCVAME Twitter: @TheOCandME Instagram: OCVA ME Website: www.visittheoc.ae