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111737 23 Dec 2018

Dubai Tourism Launches Initiative to Further Enhance Level of Service Offered to People of Determination

Inclusive Service training programme introduced to train individuals in tourist-facing roles on ways of providing the best customer service to people of determination

Dubai, UAE - The Dubai College of Tourism (DCT), an institution established by Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism), has announced the launch of the Inclusive Service training programme designed to teach individuals employed in tourist-facing roles to provide the best level of customer service to people of determination.

Inclusive Service is an online video-based training programme developed as the second phase of the ‘Dubai Way’ initiative which was launched in 2017 by DCT for professionals who interact with visitors on a daily basis. As part of Dubai’s vision to be ‘a city for everyone’, the virtual training course highlights the role of empathy and the importance of offering the highest standards of hospitality to all visitors, reflecting a truly inclusive society.

The programme will enable the emirate to create a setting that is universally welcoming across all touch points. Aimed at fostering the awareness of different disabilities, the programme will also educate students on common misconceptions and oversights, helping to serve guests with disabilities more effectively and in the most sensitive manner.

Essa Bin Hadher, General Manager, Dubai College of Tourism, said: “The ‘Dubai Way’ initiative was launched with a clear purpose of training people in tourist-facing roles to deliver exceptional customer service to all visitors. In keeping with our promise of providing a world-class tourism experience, we have a responsibility towards treating all visitors equally and the Inclusive Service programme places great emphasis on diversity and inclusion, ensuring a high level of customer care is incorporated into all guest interaction. The training programme teaches the importance of empathy and how to better understand disability, thus making it instinctive. As we continue to strive towards excellence in all aspects of our tourism offering, this new initiative will help further raise the bar in Dubai’s hospitality sector through our focus on creating significant impact and increased sastisfaction levels for all our visitors.”

All Dubai Way Champions, a title that is bestowed on participants who complete the Dubai Way course, are eligible to take up the Inclusive Service online certificate programme via the Dubai Way platform ( Dubai Way is designed to broaden the knowledge and enhance the skills of government and private sector staff engaged in tourist-facing roles, such as those working at hotels, airlines, airports, malls, transportation systems, theme parks and tourist attractions to help them impart standardised information and instructions to visitors seeking further information on the city.

The new DCT programme will utilise an array of assets including videos, real-life stories, activities and assessments to equip learners with the skills needed to handle challenging service scenarios. It will also teach the difference between an impairment and disability, define various types of impairment and the challenges associated with each of them, as well as teaching participants the knowledge and skills that will help provide the best customer support to people of determination.


About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector, and is responsible for the licensing and classification of all tourism services including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar and Dubai Festivals and Retail Establishment.


About Dubai College of Tourism (DCT)

DCT seeks to deliver the first-of-its-kind multi-disciplinary educational platform in the region. The College will provide foundation, certificate and diploma courses in tourism, hospitality, retail, events and culinary arts through the TVET accreditation framework. The college is also responsible for delivering fundamental programmes specifically designed for those working within the tourism industry, such as ‘Dubai Way’ (for tourist-facing staff in Dubai) and ‘Dubai Expert’ (an interactive online training tool for international travel agents). For more information, email