As CEO of the Emirates Literature Foundation, Director of the Emirates Airline Festival of Literature, and Managing Director of ELF Publishing, Ahlam Bolooki has built her career on a simple yet transformative belief: stories shape who we are – and who we can become.
“Reading has always been part of who I am,” she says. “It’s a way to explore the world and the human heart through the voices of others.” That lifelong love of stories has evolved into a mission to build a culture where literature thrives, creativity is nurtured, and every voice is heard.
Ahlam’s journey began not in a boardroom but as a volunteer at the Emirates Airline Festival of Literature. She recalls the moment vividly: “Discovering the Festival felt like finding a door to a world I had always wanted to be part of. I started by attending sessions, soaking in ideas, and letting them inspire me to see literature and culture in new ways.”
Her early background in marketing taught her the power of storytelling to connect people, an insight that would later define her leadership at the Foundation. “When I joined the Emirates Literature Foundation, it felt natural – it was a place where passion meets purpose.”
That alignment of values – personal and professional – remains central to everything she does. “I’ve always believed that my personal values and professional values should align,” she says. “When they do, everything feels more authentic and balanced.” At home, that connection continues. “Some of the books we publish through ELF Publishing are the same ones I read to my daughter, Raya,” she smiles. “The initiatives we take into schools are the same opportunities I believe every child, including my own, should have access to.”
Under her leadership, the Emirates Literature Foundation has become a cornerstone of the UAE’s cultural identity. Through the Festival, ELF Publishing, and a range of educational programmes, Ahlam and her team have nurtured generations of readers, writers, and thinkers.
“Owning our stories has the power to shape the future,” she reflects. “For too long, the world told stories about our region, often creating incomplete narratives. By building a strong literary ecosystem that supports writers, publishers, readers, and students, we empower our community to tell its stories in its own voice.”
That ecosystem also extends into the digital knowledge space. Building on early initiatives such as Kateb Maktub, the Foundation became the official Wikimedians of the UAE User Group in 2021, documenting UAE and regional narratives in Arabic and English. Since then, these efforts have generated more than 143,590 contributions.
For Ahlam, success has evolved from career milestones to harmony. “Today, success to me looks like having a well-rounded life. When all the pieces of your life – your work, your family, your sense of self – fit together in harmony, that is true success.”
She recalls one moment that perfectly captured that feeling. “We recently launched House to House by Shamna Al Bastaki through ELF Publishing. Two years ago, Shamna was in my home library, asking for advice on getting published. Seeing her book on that same shelf was a full-circle moment. It reminded me that success is real when it touches lives and creates something that lasts.”
Ahlam is candid about the realities facing women in leadership. “One of the biggest challenges for women is balancing career and motherhood. Standard policies often don’t meet the real needs of a child or a mother.” Her approach is pragmatic: “I spend quality time with my children in the mornings and leave work two hours earlier so I can be home for them in the afternoons, continuing work from home for two hours after their bedtime.”
She believes institutions must evolve to better support women. “Each workplace needs to think creatively about supporting mothers – through childcare options, flexible hours, or practical solutions. Supporting working mothers helps create healthier families and stronger communities.”
Looking back, Ahlam says she would tell her younger self to keep faith in the journey. “God always has the master plan, and it’s always better than anything we could imagine. Everything works out as it should in the end. We just have to show up every day and do our best.”
That mindset helped her navigate challenges such as the COVID-19 pandemic, which forced her team to rethink how they connected authors and audiences. “We overcame it by adjusting, preparing for the worst, and staying on track. That experience made us stronger and more adaptable.”
For Ahlam, the future of literature in the UAE is bright and deeply personal. “What excites me most is seeing the Arab world confidently shaping its own literary narrative,” she says. “Every time a young reader discovers a story that speaks to them, or a writer finds their voice, I’m reminded why literature matters – it connects us and expands our understanding of one another.”
Her hope is to leave behind a thriving, self-sustaining ecosystem where the next generation can dream bigger than the last. “If my legacy is a stronger, more visible Arab literary landscape that stands confidently on the global stage, built through collaboration and community, then I’ll feel I’ve done my part.”
To young women building their futures, her message is both empowering and practical: “Follow what you truly care about and do it with courage. The creative world needs more women who believe in their ideas and trust their instincts. Don’t let the fear of failure stop you – every risk you take opens the door a little wider for the women who will come after you.”
And if she could leave the world with a single message, it would be this: “Books change humans, and humans who are capable of change create better futures.”
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