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Abu Dhabi Tourism Authority kicked off its largest edition yet in its annual Abu Dhabi Ambassador Programme - which has now entered its fifth year.
Some 600 representatives of the public and private sectors applied for places on the programme, which is a key part of Abu Dhabi tourism industry’s Emiratisation drive and its desire to improve the visitor experience through interaction with locals, will run for 12 weeks and culminate in a gala graduation ceremony this summer.
From the 600 applications, 123 nationals aged between 20-35, were chosen for the programme with selection being based on their CVs, face-to-face interviews, language and communication capabilities as well as presentation skills.
"Demand for places has been nothing short of intense," said Nasser Al Reyami, Tourism Standards Director, ADTA. "This programme has come a long way in five years from small beginnings, when it launched with just 21 Zayed University students. The current demand is an indication of how far the destination has come and the greater understanding among the local community of the role the tourism industry plays in the economic diversification and future of this emirate. The new ’Ambassador’ students represent some 50 public and private sector organizations - 34 of them are new to the programme." Some 200 Emiratis now rank among the Abu Dhabi Ambassador Programme’s alumni since its 2007 launch. "Many of these initial graduates are now in challenging and satisfying careers throughout our vibrant tourism sector - some within the ADTA’s own workforce," explained Al Reyami.
"They have followed through on the programme’s aim of delivering to customer-facing nationals the skills and knowledge to be exemplary ambassadors for our destination in their interaction with guests and visitors." The programme was launched today at the newly-opened, five-star The Westin Abu Dhabi Golf Resort & Spa, which was developed by Tourism Development & Investment Company (TDIC), a sponsor of the Ambassador programme.
"This was a highly apt choice of launch venue as it is indicative of the many strides the destination has made in its accommodation and attraction stock over the past 12 months," said Al Reyami.
Then new �Ambassador’ recruits will now spend a day a week for 12 weeks undergoing an expanded curriculum. During the programme they will experience Abu Dhabi as a visitor and learn to appreciate, first hand, the skills of a tourist guide. They will also experience Abu Dhabi’s heritage city of Al Ain with an Abu Dhabi-licenced guide and also experience the Sheikh Zayed Grand Mosque, one of the destination’s key attractions, viewing it from a visitor and non-Muslim perspective by joining in a general public tour.
"We have added new modules based on participants’ feedback," explained Mohammed Al Marzouqi, ADTA’s Senior Emiratisation Executive. "We now have 12 modules with new additions covering ’Cross-Cultural Understanding;’ ’Leadership & Management’ and ’Abu Dhabi Past, Present and Future.’ Due to the high level of demand ADTA says it is reassessing the programme and may consider adding an additional Class of 2012 later this year.
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