When tourists visit this country what do you think they want to see and experience beyond the serene beauty of the Sheikh Zayed Grand Mosque and the imposing architecture of the Burj Khalifa? It is safe to assume they want to meet local people, experience our culture and learn about this country’s customs. Why then are there so few Emiratis working in the tourism industry?
An estimated 3,160 Emiratis are employed in the hospitality industry, according to Dubai's Department of Tourism and Commerce Marketing. This in a sector that employs hundreds of thousands of people. Jumeirah Group has recently launched its #BeTheHost campaign to encourage more Emiratis to work in hospitality. But the lack of awareness about job opportunities and the negative perceptions that surround the sector could be stopping many Emiratis from seriously considering a career in the tourism business.
Having more nationals working in the industry is critical. Tourism is an engine of growth in the global economy and, particularly in this country, where it’s an important part of the non-oil economy. It contributed an estimated 8.5 per cent to the UAE’s GDP in 2014, according to the World Travel & Tourism Council. This is a 4.7 per cent increase from the previous year.
Such jumps open the door for many diverse job opportunities in hotels, resorts, airlines, museums, amusement parks, shopping malls and arts venues. While these jobs could not be filled by Emiratis alone, there are strategic positions that need local insight and skills. And so, there should be more efforts to fill them with Emiratis by promoting hospitality as a prestigious job that develops useful skills and increases cultural awareness and understanding.
Hospitality is a central part of the Arab and Emirati culture. Nationals who work in the sector are cultural ambassadors of the UAE. They’re an essential component in enriching tourists’ experience when they visit the country.
