DUBAI // Emirati attitudes toward careers in the hospitality industry are changing as such positions are no longer seen as unsuitable or demeaning.
As tourism in the UAE grows, the need for locals in the industry is becoming more pressing.
Jumeirah Group has recently launched the #BeTheHost campaign to encourage nationals to work in hospitality, said Hanadi Al Noman, regional director of human resources for the luxury hotel chain.
“The aim is to allow nationals to know more about the industry,” Ms Al Noman said. “We want to show them what’s available, what they can earn and what they can contribute to the country.”
About 40 per cent of Jumeirah Group’s top management positions are held by Emiratis in a company that employs more than 13,000 people.
Noor Al Fardan, 24, an assistant marketing communications manager at Burj Al Arab, has been working in hospitality for three years.
“My family was very supportive of my decision. For others, I believe, it’s a misconception they have about hospitality that it is just servicing. There are many components to it.”
Dina bin Masoud, 30, operations manager at Jumeirah Group, said “being hospitable” was in Emiratis’ blood.
She noted almost every Emirati had been taught as children to welcome and host guests.
“There is a difference between service and servitude,” she said. “A person flourishes when in service to others, and servitude is nowhere to be found in hospitality. Through our work we are trying to dispel this myth.”
Aida Al Busaidy, senior manager of stakeholder communications at Dubai Tourism, said there were misconceptions about jobs in hospitality and tourism.
“The hospitality industry is fast growing. We need to create more awareness so people understand more about the industry.”
Ms Al Noman said there was a great joy and satisfaction to be found working in the sector.
“You can get in touch with guests, colleagues; you want to make a difference and be a positive individual.”
dmoukhallati@thenational.ae
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Company%20Profile
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The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
Rating: 3/5
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The specs
Engine: 3.8-litre twin-turbo V8
Power: 611bhp
Torque: 620Nm
Transmission: seven-speed automatic
Price: upon application
On sale: now
Greatest of All Time
Starring: Vijay, Sneha, Prashanth, Prabhu Deva, Mohan
Ruwais timeline
1971 Abu Dhabi National Oil Company established
1980 Ruwais Housing Complex built, located 10 kilometres away from industrial plants
1982 120,000 bpd capacity Ruwais refinery complex officially inaugurated by the founder of the UAE Sheikh Zayed
1984 Second phase of Ruwais Housing Complex built. Today the 7,000-unit complex houses some 24,000 people.
1985 The refinery is expanded with the commissioning of a 27,000 b/d hydro cracker complex
2009 Plans announced to build $1.2 billion fertilizer plant in Ruwais, producing urea
2010 Adnoc awards $10bn contracts for expansion of Ruwais refinery, to double capacity from 415,000 bpd
2014 Ruwais 261-outlet shopping mall opens
2014 Production starts at newly expanded Ruwais refinery, providing jet fuel and diesel and allowing the UAE to be self-sufficient for petrol supplies
2014 Etihad Rail begins transportation of sulphur from Shah and Habshan to Ruwais for export
2017 Aldar Academies to operate Adnoc’s schools including in Ruwais from September. Eight schools operate in total within the housing complex.
2018 Adnoc announces plans to invest $3.1 billion on upgrading its Ruwais refinery
2018 NMC Healthcare selected to manage operations of Ruwais Hospital
2018 Adnoc announces new downstream strategy at event in Abu Dhabi on May 13
Source: The National
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