Abu Dhabi launches academy to train thousands of tourism frontliners

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has introduced the Visitor Experience (VX) Academy, a comprehensive program aimed at training thousands of tourism frontliners across the emirate. This initiative is part of a broader effort to elevate the visitor experience in Abu Dhabi, aligning with the Tourism Strategy 2030 goals.

Since its inception, the VX Academy has already enrolled 38,643 learners from 260 organizations, encompassing hotels, attractions, and cultural sites. Saleh Mohamed Al Geziry, Director General for Tourism at DCT Abu Dhabi, emphasized that exceptional visitor experiences begin with the people who welcome guests. The academy focuses on imparting knowledge, skills, and confidence to deliver warm hospitality, service excellence, and cultural understanding.

The VX Academy represents the first major step in DCT Abu Dhabi's Visitor Experience program, following the release of Visitor Experience Guidelines. Together, these measures establish a consistent standard of excellence across 11 visitor touchpoints, including airports, cultural sites, attractions, hotels, and shopping districts. This initiative supports DCT Abu Dhabi's vision to provide exceptional experiences at every stage of the visitor journey.

Delivered through AI-driven e-learning modules, the academy offers customized professional development tailored to different roles. This approach enhances operational efficiency and effectiveness, ensures consistent service quality, deepens understanding of Emirati hospitality and culture, and raises overall visitor experience standards across the emirate.

Abu Dhabi continues to set new benchmarks for visitor experience through various initiatives, including the establishment of Emirati hospitality standards for hotels and the introduction of the Visitor Experience Awards to recognize tourism excellence.