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The fifth and most expansive Abu Dhabi Ambassador programme – an Abu Dhabi Tourism Authority (ADTA) initiative launched to hone the hosting skills of the emirate’s customer-facing UAE nationals - has been inaugurated with an intake of 58 participants from 22 organisations, 11 of which are represented in the programme for the first time.
“In terms of outreach, this is the widest programme to date with an increasing number of public sector organisations joining the initiative since it received the full backing of His Highness Sheikh Mohammed Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces and His Excellency Mohammed Al Bowardi, Secretary General of Abu Dhabi’s Executive Council,” explained Nasser Al Reyami, Tourism Standards Director, ADTA.
Organisations joining the initiative for the first time include: the Environment Agency Abu Dhabi; the Emirates Centre for Strategic Studies & Research; twofour54; the Statistics Centre Abu Dhabi; Abu Dhabi Education Council; Al Ain University; the Emirates Foundation; Department of Presidential Affairs; Abu Dhabi Urban Planning Council and the Sheikh Zayed Grand Mosque Centre.
The 2011 curriculum, which is carried out in English and which will culminate in a June 9 graduation of this year’s intake and the 43 who passed the second programme of 2010, has also been expanded to take in new instruction areas. These include: ‘Tourism Entrepreneurship Opportunities in Event Management’ and ‘Understanding Tourists’ both of which will be conducted by Zayed University.
“We want participants to leave with an understanding of the opportunities and trends in the events industry, particularly as Abu Dhabi is now a world-class major events destination,” said Al Reyami. “The need to better understand the rationale behind the staging of these events, the business models, budgeting and marketing that goes into delivering them.”
The ‘Understanding Tourists’ module will give the would-be Ambassadors’ an insight into the cultural differences of tourists, the varying perceptions and the motivations behind their travel.
“The participants will leave with greater knowledge of how attitudes, perceptions and other characteristics shape the tourist experience,” explained Atef Al Bastaki, Senior Tourism Industry Emiratisation Executive, ADTA. “They will find out more about what motivates tourists and their buying behaviour and gain a greater understanding of the needs of different tourist segments – for instance those of the business traveller versus those of the leisure visitor, or those of the Asian tourist compared to those of a Western visitor and the critical factors in providing quality service to tourists from varied cultures.”
Other programme modules include a day when the participants will role-play a tourist and experience Abu Dhabi as a visitor; mastering public speaking; exploring the emirate’s heritage and cultural offering; experiencing Al Ain is a visitor as well as business etiquette and protocol.
“The aim is to deliver an expanded pool of nationals with the skills, knowledge and confidence to interface with visitors and help ensure the delivery of a quality destination experience,” explained Al Bastaki.
Three participants will graduate with honours from the programme, which is now in its fourth year. Honours awards will be based on course assessment, a written examination and attendance.
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