Can Maharat for Tourism Transform the UAE’s Tourism Sector?

Abu Dhabi has always been known for its stunning landscapes, world-class infrastructure, and thriving cultural scene, but the city is now stepping into an exciting new chapter of its tourism journey. In partnership with EYouth and with the backing of google.org, SPARK has launched the Maharat for Tourism E-Learning Hub—a game-changing initiative that aims to equip the next generation of tourism professionals with the skills needed to thrive in a fast-evolving industry.

This launch couldn’t have come at a better time. Abu Dhabi welcomed nearly 24 million visitors in 2023, solidifying its position not only as a top-tier tourist destination but also as a leader in shaping the future of tourism. As part of the UAE’s National Tourism Strategy 2031, the government has set ambitious goals to transform the tourism sector into one that’s more inclusive, sustainable, and digitally driven. This strategy is one of the key pillars of the country’s “Projects of the 50” agenda, a forward-thinking plan aimed at diversifying the economy and positioning the UAE among the world’s top tourist destinations.

Tourism is already a major contributor to the UAE’s GDP, and the National Tourism Strategy aims to take it to new heights. With a clear focus on four core areas—creating a unified national tourism identity, diversifying tourism products, building local capabilities, and attracting more investment—the strategy is setting the stage for a tourism renaissance that benefits everyone. That’s where the Maharat for Tourism programme steps in.

Designed with the future of the tourism sector in mind, the Maharat for Tourism Hub offers free, tailored training to young people and small business owners, providing them with the tools they need to grow their businesses and contribute to the industry’s sustainable future. Courses cover a wide range of topics, including sustainable tourism strategy, SME management, the use of AI and digital tools, event planning, and soft skills. There are also specialised modules for policymakers, focusing on how to design tourism frameworks that strike a balance between growth and social responsibility.

SPARK’s CEO, Christel Bultman, highlights the importance of initiatives like Maharat for Tourism in driving the UAE’s national efforts to foster a sustainable and innovative tourism sector. “The UAE is steadily advancing its national efforts to develop innovative and sustainable tourism while strengthening collaboration with key local and international stakeholders in the tourism sector. That’s why Maharat for Tourism plays a vital role in driving these efforts forward,” she says.

A key feature of the Maharat for Tourism programme is its focus on inclusivity. The Hub not only supports job seekers and entrepreneurs but also encourages private-sector investment in areas such as renewable energy, waste management, and eco-friendly transport. As the UAE continues to embrace community-based tourism, the Hub’s training materials emphasise the importance of local communities playing an active role in shaping tourism initiatives.

Running until the end of 2025, the programme aims to help 25,000 job seekers and entrepreneurs across the UAE and the wider MENA region, including Saudi Arabia, Egypt, Qatar, Jordan, Tunisia, Lebanon, and the Palestinian territories. Alongside the online training hub, SPARK will also be hosting workshops and events to help learners apply what they’ve learned in real-world scenarios.

The collaboration with Google.org adds a powerful dimension to the programme. Google’s support has enabled SPARK to create a dynamic online platform, providing specialised curriculums tailored to different segments of the tourism industry. From courses on government tourism strategies for policymakers to training on experiential tourism operations for job seekers, the Hub is designed to cater to all levels of involvement in the sector.

Marie De Ducla, Google’s Sector Lead for Travel, Retail, Consumer Goods & Services in MENA, shares the company’s enthusiasm for the initiative: “At Google, we believe in the power of technology to unlock opportunities for everyone. SPARK's Maharat for Tourism e-learning hub supported by Google.org aims to equip young people and entrepreneurs with digital skills for the growing tourism sector, contributing to the UAE's tourism goals and creating economic opportunities.”

As the UAE continues to evolve as a global tourism powerhouse, initiatives like the Maharat for Tourism Hub are helping to create a future-ready workforce capable of tackling the challenges and seizing the opportunities of tomorrow’s tourism landscape. With the support of SPARK, Google.org, and a growing network of partners, the UAE is on its way to redefining what it means to be a leader in sustainable, inclusive, and digitally driven tourism.