Abu Dhabi - UAE

The Department of Culture and Tourism - Abu Dhabi launched the “Visitor Experience Academy”, which is a comprehensive initiative targeting front-line workers in various components of the tourism sector in the emirate, and providing them with the skills and knowledge necessary to provide exceptional and consistent experiences for visitors.

38,643 learners from 260 entities

The academy witnessed wide participation, with 38,643 learners joining from 260 destinations, including 149 hotels, 27 tourist attractions, and 18 cultural sites, which reflects the amount of coverage targeted by the initiative in the various episodes of the visitor’s journey.

Al-Jaziri: Front-line workers at the Abu Dhabi front

His Excellency Saleh Mohammed Al Jaziri, Director General of Tourism at the Department of Culture and Tourism - Abu Dhabi, said:

“Frontline workers are the face that draws the first impression of Abu Dhabi, and the academy provides them with the skills and confidence to provide experiences that embody hospitality and excellence in service.”

Emphasizing that it is considered a major pillar of the “Visitor Experience” program, the Academy contributes to supporting the objectives of the Abu Dhabi Tourism Strategy 2030 and consolidating the emirate’s position as a leading global destination.”

11 interaction points with unified standards
The Academy is the first major initiative implemented within the Department’s “Visitor Experience” program, which also witnessed the launch of the “Visitor Experience Guide” during the year 2026. Together, these initiatives establish unified standards of excellence through 11 points of interaction with visitors, including airports, cultural sites, tourist attractions, hotels, and shopping centers, which supports the Department’s vision to provide exceptional experiences throughout the visitor’s journey in the emirate.

E-learning powered by artificial intelligence

The academy relies on e-learning modules supported by artificial intelligence, which provide professional development programs designed according to the nature of the roles of front-line workers, in an interactive and attractive manner. The initiative supports participating entities by raising the level of operational efficiency, ensuring the provision of consistent, high-quality services, deepening knowledge of Emirati culture and its authentic hospitality values, and raising the standards of visitors’ experience in the emirate.

What does it mean to Arab tourists?
The impact of this initiative is directly reflected in the experience of Arab and Gulf tourists, as unified standards across the eleven interaction points mean that the level of service will become more consistent from the moment of arrival at the airport until departure, including hotels, cultural attractions and shopping centres. The focus on deepening knowledge of Emirati culture and authentic hospitality values ​​gives the Arab visitor an experience closer to the concept of hospitality he knows in his country, rather than an imported service model that does not take into account cultural specificity.