Emiratisation Efforts Stepped Up in Support of New Tourism Vision 2025

Enhanced industry nationalisation initiatives encouraging Emiratis to pursue careers in travel and tourism sector

Dubai, UAE; 13 December 2018:   Dubai’s Department of Tourism & Commerce Marketing (Dubai Tourism) has announced plans to further drive industry Emiratisation efforts to create a strong pool of local talent that will play a key role in helping Dubai achieve its Tourism Vision 2025. As guided by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, nationalisation initiatives launched by Dubai Tourism’s vocational education institution, the Dubai College of Tourism (DCT), continue to raise awareness among prospective young job-seekers within the local community, offering opportunities to pursue tourist-facing roles across diverse sectors. Under these initiatives, students can learn practical skills in a variety of disciplines, including hospitality, retail and entertainment.

One of the successful DCT initiatives offering Emirati job-seekers robust recruitment, training and industry on-boarding is the Medyaf programme. Launched in 2017, the comprehensive course encourages young nationals to join the tourism industry, preparing them for a suitable career based on their skills and competencies. 

Mariam Al Maeeni, Director, Industry Nationalisation, Dubai College of Tourism, said: “Dubai Tourism’s efforts in increasing Emiratisation levels within the sector is in line with Dubai’s tourism strategy to attract 25 million visitors by 2025 and to further enhance the city’s position as the destination of choice for global travellers. We recognise how crucial it is to prime the next generation of UAE nationals for career opportunities in the sector, meeting the increase in demand for a skilled and qualified workforce which is able to provide authentic experiences that truly showcase Dubai’s local hospitality. Helping to achieve this, we have introduced more initiatives to support the Medyaf platform, as well as to correct common misconceptions that prevail among the local population on taking up a career in tourism. Today, UAE Nationals are becoming increasingly aware of the importance of this industry and how it contributes to the development of their city.”

The guidance and training offered includes a career counselling service;  the popular Emirati Tour guide programme; the summer/winter programme that is dedicated to school students by helping them experience the industry environment through training workshops and activities; industry internships that give university students and graduates the opportunity to learn and undergo on-the-job training at leading hotels and other partner establishments; the volunteer service scheme that allows Emiratis to offer their time and talent at tourism and hospitality events; the skills development initiative which seeks to bridge the gap between the knowledge and skills of candidates and needs of the industry and employer; and regular awareness sessions held throughout the year for the benefit of the community, to help give them a better understanding of the tourism sector.
 
“We are pleased that the various initiatives we have introduced and continue to implement in collaboration with our stakeholders have been so well received. Many university and high school graduates who have completed our training programmes have already found employment in different roles including tour guides, front office jobs in hotels, receptionists and guest relations officers.” Mariam Al Maeeni added.

Dubai College of Tourism has built strategic partnerships with key entities in private and government sectors to help job seekers find positions in the industry. The partnership between DCT and the Ministry of Human Resources and Emiratisation cements its position within the framework of the national strategy. The collaboration and insights include the organisation of career-related events, activities and training workshops that reaffirm DCT’s commitment to working closely with stakeholders and partners as one team, to ensure the success of the initiative. Supporting this is DCT’s recent partnership with Dubai Airports, which aims to enhance levels of hospitality offered to tourists whilst travelling through the emirate’s airports.