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The Emiratisation Programme for the Dubai tourism industry

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.

That’s why we have worked with the Dubai College of Tourism to create Medyaf, an excellent recruitment, training and industry on-boarding programme to encourage young Nationals to join our rapidly expanding, dynamic tourism industry. Medyaf will help us hire and train young and enthusiastic UAE Nationals for tourist-facing opportunities.

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.

Join us on our journey and work within the tourism industry. Together, we will welcome more than 20 million visitors in 2020 and become the most visited city in the world.