Industry Emiratisation

Creating world-class UAE National tourism professionals through Emiratisation is more than a mission; it’s at the heart of the Department of Tourism and Commerce Marketing’s (DTCM) social and economic development plans. To meet the ambitious goals outlined in our Tourism Vision 2020, our objective is to increase the number of Emiratis working in tourist-facing roles by 2020.

We believe Emiratisation will add to the sustainability and growth potential of Dubai's tourism industry. It will also engage the visitor experience as Dubai’s guests will have more opportunity to interact directly with UAE Nationals and experience our culture. Crucially, Emiratisation will also enable the tourism industry to contribute to the advancement of UAE Nationals, and benefit the development of the nation’s human capital.

To make this happen we are hiring and training young and enthusiastic UAE Nationals for tourist-facing opportunities. The Dubai College of Tourism has developed an excellent recruitment, training and industry on-boarding programme, encouraging young Nationals to join our rapidly expanding, dynamic tourism industry.

We know our recruits will go on to become role models within the industry, while at the same time conveying the message that the UAE is an inclusive, tolerant and optimistic society. The visitor experience is enriched and common misconceptions overcome when our guests connect with our people.