RTA Concludes "Behavioural Science Awareness Week" with Practical Outcomes Enhancing Corporate Performance and Quality of Life

Event Results in Development of More Than 27 Behavioural Use Cases

Dubai. Roads and Transport Authority. 7^th April 2026:

Dubai’s Roads and Transport Authority (RTA) recently concluded the Behavioural Science Awareness Week for Leadership. The event formed part of a pioneering leadership initiative reflecting RTA’s commitment to strengthening corporate excellence and adopting the latest global practices to enhance quality of life and improve the efficiency of Dubai’s transport system.

The event was organised in line with the Government of Dubai’s approach to leveraging behavioural science as a strategic tool to advance public policy, improve service quality, and support evidence-based decision-making, contributing to a positive and sustainable impact on corporate performance and customer experience.

The programme aims to equip leadership with a deeper understanding of the scientific foundations of human behaviour while exploring their practical application in the design of initiatives and services. This strengthens RTA’s ability to develop effective, agile solutions that address community needs and align with future aspirations.

Moaza Saeed Al Marri, CEO of Executive Affairs Sector, RTA, said: “RTA is committed to embedding behavioural science as a supporting corporate approach to developing services and policies. This contributes to a deeper understanding of customer needs, the design of more efficient and effective experiences, and delivery of a sustainable positive impact across Dubai’s transport system, in line with the Government of Dubai’s directions to enhance quality of life and well-being in the emirate.”

She added: “Behavioural Science Awareness Week serves as a practical platform for knowledge exchange and capacity building. It focuses on translating behavioural concepts into actionable initiatives that enhance customer experience, improve service efficiency, and strengthen a culture of innovation and continuous improvement within the corporate work environment.”

“The Behavioural Science Awareness Week for Leadership resulted in the development of more than 27 behavioural use cases, along with a range of insights and lessons learned. These were presented during a concluding leadership workshop to ensure that the knowledge gained is translated into practical applications and sustainable initiatives that can be built upon in RTA’s future projects.”

“The active participation of leadership in the event, coupled with sustained corporate support, formed a key pillar of the initiative’s success and maximised its impact. This further reinforces RTA’s position as a leading government entity in adopting global best practices, achieving corporate excellence, and advancing quality of life in Dubai,” she concluded.

Integrated Programme and International Experts

The Behavioural Science Awareness Week for Leadership brought together a distinguished group of international behavioural science experts who delivered a series of interactive sessions, leadership discussions, and practical exercises focused on translating theoretical knowledge into applicable tools for RTA’s projects and services.

The programme covered a range of integrated topics, including evidence-based behavioural policy design, the promotion of positive behaviours within the transport system, enhancement of customer experience through behavioural interventions, and support for corporate decision-making using behavioural models.

These activities contributed to the development of innovative ideas and behavioural initiatives that enhance quality of life, improve service efficiency, and support RTA’s direction towards continuous improvement.