Abu Dhabi launches rewards scheme for...

Frontline tourism workers to be recognised for service excellence

A newly launched scheme is set to recognise excellence in visitor experience delivery from frontline tourism workers in Abu Dhabi, the capital of the UAE.

Established by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), the Incentives and Rewards Programme recognises customer service in hospitality, retail, restaurants and attractions, a key growth market for the city with its increasing focus on museums and theme parks.

“This initiative empowers frontline workers and tourism businesses, celebrates their passion and inspires even greater levels of service," said Saleh Mohamed Al Geziry, Director General Tourism Sector at DCT Abu Dhabi.

Abu Dhabi, which welcomed 1.4 million overnight guests in the first quarter of 2025, is set to open a number of new attractions this year, including the Guggenheim Abu Dhabi and the National History Museum Abu Dhabi, while the city's Yas Island will welcome a Harry Potter attraction at Warner Brothers World.

The emirate also recently unveiled plans for a Disneyland theme park, the first in the Middle East, as it looks to attract 39.3 million overnight and same-day visitors by 2030.

With tourism on the rise, the importance of ensuring high standards of customer service and a pipeline of hospitality talent are under the spotlight.

To help achieve its targets and further improve visitor experience, DCT Abu Dhabi is establishing a Visitor Experience (VX) Academy in partnership with the Abu Dhabi Hospitality Academy – Les Roches, which will upskill frontline workers with bespoke professional training, making them eligible for the incentives and rewards scheme.

Les Roches is also introducing a master’s degree in hospitality management at the Abu Dhabi Hospitality Academy in the UAE, as it looks to fill increasing demand for leaders in hospitality and luxury tourism in the region.

For more information, visit dct.gov.ae/en

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