On February 23, 2025, UAE Minister of Economy Abdulla bin Touq Al Marri participated in the Year of Community Run in Kannur Beach, Kerala, as a sign of his cultural and diplomatic involvement.

The UAE's dedication to community development and public health was demonstrated at the 8th Kannur Beach Run, which complemented its 2025 theme, "The Year of Community." In addition to attending the Invest Kerala Global Summit, Minister Al Marri took part in the event.

The North Malabar Chamber of Commerce organized the race, which placed a strong emphasis on community service and volunteerism as a means of fostering social responsibility. Speaker of the Kerala Legislative Assembly AN Shamseer formally opened the event, which saw over 100 runners join Al Marri and Dr. Shamsheer Vayalil, Chairman of VPS Healthcare.

In addition to cultural diplomacy, Al Marri's visit also addressed the UAE's economic relations with Kerala. At the Invest Kerala Global Summit 2025, Minister Al Marri discussed the UAE's commitment to boosting investments in Kerala's tourism, healthcare, food processing, and technology sectors.

One noteworthy event was the announcement of a ₹5,000 crore investment in Kerala by the Sharaf Group, a logistics and transportation firm with headquarters in the United Arab Emirates. This keeps up a trend of increasing UAE business involvement in India and fortifies ties between the two nations.

Beyond business deals, the UAE's diplomatic approach aims to strengthen relationships and foster confidence. Events like the Kannur Beach Run serve as examples of how cultural engagement strengthens partnerships and increases financial investment.

The UAE's economic importance to India is demonstrated by the 16.41% increase in bilateral commerce between the two countries in the fiscal year 2022–2023. Established in 2022, the Comprehensive Economic Partnership Agreement (CEPA) seeks to increase commerce to $100 billion in five years. The UAE focuses on cultural diplomacy as part of its global strategy and increases its commercial presence in India by taking part in public events and meetings, strengthening its position as a trustworthy partner in South Asia.