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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. One objective of the ambitious goals outlined in our Tourism Vision 2020 is to increase the number of Emiratis working in tourist-facing roles.

Benefits of Emiratisation


What are the benefits of Emiratisation?

  • Adds to the sustainability and growth of Dubai's tourism industry
  • Improves the visitor experience as Dubai’s guests can interact directly with UAE Nationals to experience our culture
  • Enables the tourism industry to contribute to the advancement of UAE Nationals, which benefits UAE human capital development

How is the Dubai College of Tourism involved in Emiratisation?


Our bold initiative is to hire and train young and enthusiastic UAE Nationals for tourist-facing opportunities. We know our Nationals 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 when we can facilitate interaction and conversation between Nationals and tourists in order to overcome many common misconceptions.


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.


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