The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has launched the Visitor Experience Academy (VX Academy), a training initiative aimed at enhancing the skills and knowledge of frontline tourism workers and improving service quality for visitors across the emirate.

To date, 38,643 people from 260 organisations operating in Abu Dhabi’s tourism sector have joined the academy. These include 149 hotels, 27 tourist attractions and 18 cultural sites.

Saleh Mohamed Al Geziry, Director General for Tourism at DCT Abu Dhabi, said every memorable visitor experience begins with the people who welcome them. He said the academy would train thousands of tourism professionals, equipping them with the skills and knowledge needed to deliver high-quality service, hospitality and insights into Emirati culture.

He added that the initiative, a key component of the broader Visitor Experience Programme, supports the objectives of the Abu Dhabi Tourism Strategy 2030 and strengthens the emirate’s position as a world-class tourism destination.

VX Academy is the first major initiative to be implemented under the Abu Dhabi Visitor Experience Programme. The programme entered its implementation phase following the release of the Visitor Experience Guidelines earlier this year.

Together, the two initiatives establish common standards to improve service quality across 11 visitor touchpoints, ranging from airports and cultural sites to tourist attractions, hotels and shopping centres.

The academy’s training is delivered through AI-powered online courses, with content tailored to employees’ roles and responsibilities.

The programme also helps tourism organisations improve operational efficiency, maintain consistent and high-quality service standards, and deepen employees’ understanding of Emirati culture and hospitality.