The Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi) has launched an advanced language-learning programme which aims to support the tourism promotion operations carried out by the Department’s regional offices in 10 countries around the world.

As part of DCT Abu Dhabi’s strategy to develop skills and competencies, the programme is designed to equip employees in overseas offices with the ability to better communicate using their host country’s language. This includes six languages that represent Abu Dhabi’s top visitor source markets; English, French, German, Hindi, Chinese and Arabic.

Organised in collaboration with Berlitz International Language Institute, the programme offers a training period of at least two months in Abu Dhabi, and is part of DCT Abu Dhabi’s series of advanced management training that aims to support the development of its human capital.

Saif Saeed Ghobash, Undersecretary of DCT Abu Dhabi, said: "Communicating with international markets in their own mother tongue will significantly expand our overseas offices’ reach and capability to promote the emirate of Abu Dhabi internationally. We have received a very promising response from using the languages of the countries we operate in, proving the importance of providing language classes to our employees in order to enable them to convey messages and deliver Abu Dhabi’s image to the world more effectively and positively. As language is as much about layers of cultural context and national history, this strategy stands as a very powerful tool for tourism promotion."

Mastering local languages is a highly effective tool in tourism promotion, and will further support DCT Abu Dhabi’s global positioning of the emirate as an exceptional destination for visitors and future investors.

As regards the key source markets, China topped the visitors list during the first seven months of this year, recording 242,700 visitors, an increase of 13.8 percent compared to the same period of last year. India came in second with 227,300 guests and a 17.8 percent increase, followed by the UK with 150,200, recording a 8.5 percent increase and the United States with 109,100 guests, recording a 24.6 percent increase.

Guest statistics submitted by Abu Dhabi hotels indicate notable progress in achieving the occupancy targets set for the sector, where this year’s guest numbers are on track to surpassed last year's record of 4.87 million hotel guests.

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