Emiratisation 'Medyaf'

Emiratisation 'Medyaf'


Mission: To enable Emiratis to pursue potential careers within the tourism industry and have active role in its prosperity. 

Vision: Leading tourism with Emirati manpower.

Creating world-class UAE National tourism and hospitality professionals through Emiratisation is more than a mission, it’s at the heart of the Department of Tourism and Commerce Marketing’s (DTCM) social and economic development plans.

To meet the ambitious goals outlined in our Tourism Vision 2020, the objective is to increase the number of Emiratis working in tourist-facing roles by 2020.

Benefits of Emiratisation:

The benefits to the Tourism and Hospitality Industry, Dubai and the UAE are many:

  • Adds to the sustainability and growth of our industry when a core part of the workforce is made up of UAE Nationals.
  • Improves the visitor experience as hotel guests can interact directly with UAE Nationals to experience local culture.
  • Enables hotels to contribute to the learning and growth of UAE Nationals for the benefit of UAE human capital development.

Join us on our journey and work within the tourism industry. TOGETHER, we can and will welcome over 20 million visitors in 2020 and become the most visited city in the world.

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How is the Dubai College of Tourism involved in Emiratisation?

Our bold initiative is to hire and train young and enthusiastic UAE Nationals for tourist-facing opportunities. We know our Nationals will go on to become role models within the industry, while at the same time, conveying the message that the UAE is an inclusive, tolerant and optimistic society. The visitor experience is enriched when we can facilitate interaction and conversation between Nationals and tourists in order to overcome many common misconceptions.

The Dubai College of Tourism has developed an excellent recruitment, training and industry on-boarding programme, encouraging young Nationals to join our rapidly expanding, dynamic tourism industry.

Industry Emiratisation