ADTA launches tourism training initiatives
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Abu Dhabi, UAE. 13th December 2009: Abu Dhabi Tourism Authority (ADTA) has unveiled an intensive programme of industry stakeholder training initiatives for the first quarter of next year.
ADTA’s Tourism Partners Development Team, part of the Tourism Standards Division, says the programme is aimed at “ensuring that all who work in the industry are fully equipped to provide the highest standards.”
First on the Q1 curriculum is a marketing management course, to be held in association with the Cornell University School of Hotel Administration. To run from 11-13th January, the course targets hospitality executives and entrepreneurs and will provide a basic understanding of hospitality marketing.
“Using both regional examples, and case studies from western hotel firms, class discussions and real-life examples, participants will learn to apply key principles to solve problems and take advantage of new opportunities,” said Paul Ram Prakash, ADTA’s Industry Professional Development Manager.
Following ADTA’s recent MoU signing with Hong Kong Polytechnic University - to collaborate on educational strategies aimed at honing Abu Dhabi’s ability to engage the rapidly emerging Asian and Chinese outbound markets - a travel agency seminar will be held on 17th February.
“This should help our tour operator partners find out how they can overcome challenges in their business and maximise opportunities,” explained Prakash. On 18th February the course will look at effective tourism planning.
The authority’s highly successful ‘Enhancing the Guest Experience’ workshops will continue throughout 2010. To date over 500 industry partners have benefited from the courses, with ADTA, in partnership with Abu Dhabi Vocational Education and Training Institute, leading the industry to deliver exceptional service.
“We’ve got at least 10 more workshops during January and February alone, the response to this training has been overwhelming. It really shows our partners’ commitment to ensuring Abu Dhabi creates the right impression on our guests for a superior visitor experience,” added Prakash.
The curriculum is part of an ADTA industry-wide professional development and training strategy aimed at engaging all industry sectors in giving Abu Dhabi a distinct competitive destinational edge.
“Our professional development and training initiatives for the tourism sector are being taken to build long-term destination competitiveness which we believe depends on consistent delivery of world-class service standards by a human resource pool of well-trained, committed and dedicated professionals,” said Nasser Al Reyami, the ADTA’s Tourism Standards Director.
“Yes, we have the necessary infrastructure in place, as have many of our competitors. Ultimately our differentiator will be the people power that will ensure uncompromising service levels totally aligned with our brand.”
The strategy firstly addresses Abu Dhabi’s existing tourism industry workforce by implementing year-round mandatory short-term training programmes, focussing on customer-facing employees.
“We will address the challenges in terms of the rapid transformational pace of our industry and the multi-national nature of our workforce, to attain a unified and world-class standard in its quality delivery. It will streamline service delivery standards to create greater consistency and alignment with the respect and hospitality values of our brand,” explained Al Reyami.
The second strategy phase will be aimed at greater Emiratisation of Abu Dhabi’s tourism sector. Currently less than 1% of this destination’s tourism workforce is Emirati and ADTA is targeting an increase to 5% by 2012.
“We are therefore identifying educational and training opportunities that will enable nationals to gain a better insight into the diverse career opportunities within the wide tourism sector – and we believe business tourism is one area in which they could succeed. We are solid in our belief that visitor engagement with Emiratis will be critical to the sustainability of our destination brand,” explained Al Reyami.
ADTA’s third industry training strategic strand is aimed at evolving the emirate into the Middle East’s regional centre for tourism and hospitality education and training.
“To this end we are in exploratory talks with renowned tourism and hospitality institutions to introduce both short-term and permanent programmes for local students and those from around the region who wish to come and study here,” said Al Reyami.
Those interested in enrolling on the Q1 2010 courses, or requiring further information, should contact:
Mr. Naim Safi, Senior Tourism Partners Development Executive on 02 4181406 or send an email to nsafi@adta.ae.
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