Drive to recruit more Emiratis in tourism and hospitality

Noor Al Fardan, left, of Burj Al Arab and Hanadi Al Noman of Jumeirah Group discuss careers in hospitality. Sarah Dea / The National

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.”