DCT Abu Dhabi launches incentives, rewards scheme to recognise visitor experience excellence

UAE – The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has introduced a new Incentives and Rewards scheme at Arabian Travel Market 2025, aimed at celebrating and rewarding outstanding visitor experience within the emirate’s tourism and cultural sectors.

Targeted at hospitality, retail, restaurants, attractions, and cultural institutions, the programme aims to recognise and reward frontline workers and businesses that deliver exceptional visitor experiences, reinforcing Abu Dhabi’s commitment to becoming a global leader in tourism and cultural engagement.

Saleh Mohamed Al Geziry, Director General for the Tourism Sector at DCT Abu Dhabi, highlighted the pivotal role of frontliners in shaping the emirate’s appeal.

“Frontline workers and tourism businesses are the heart of Abu Dhabi’s visitor experience. This initiative empowers them, celebrates their passion, and inspires even greater levels of service,” he said.

“Through recognition programmes such as this, we are investing in the future of our tourism sector while ensuring seamless experiences for every visitor,” he added.

The scheme forms part of Abu Dhabi’s long-term vision to offer world-class tourism driven by personalised, consistent service.

At the heart of this strategy is the recently announced Visitor Experience (VX) Academy, established in collaboration with the Abu Dhabi Hospitality Academy – Les Roches.

The VX Academy will serve as a specialised training hub for tourism and hospitality workers, offering tailored professional development to enhance skills and elevate service standards across the board.

Through the academy, frontline workers will be equipped with tools and knowledge to meet and exceed evolving visitor expectations.

Those who undergo training and consistently demonstrate outstanding service will be eligible for the Incentives and Rewards scheme.

This recognition will be based on adherence to Abu Dhabi’s service excellence framework and measurable contributions to the visitor experience (VX).

In addition to upskilling individuals, the programme encourages tourism and cultural businesses to foster an internal culture of service leadership.

By actively engaging with the initiative, businesses can boost employee morale, enhance guest satisfaction, and contribute to the emirate’s growing reputation as a destination of choice.

DCT Abu Dhabi is calling on all tourism-related businesses and frontliners to embrace this opportunity, underscoring the shared responsibility of creating memorable, high-quality experiences for every visitor.

In doing so, Abu Dhabi strengthens its position as a forward-thinking destination powered by people-first service.

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