From sustainability to social media influencers, Miral’s CEO explores the top trends to watch 

We stand at the threshold of an exciting year for tourism, with tremendous opportunities ahead of us to accelerate positive transformation and development. Guided by the visionary foresight of our nation’s great leadership, the UAE is ideally placed to cater to increasing global demand, generate economic growth, and constantly raise industry benchmarks.

The latest World Tourism Barometer by UN Tourism recorded an estimated 1.3 billion international arrivals across global destinations in 2023. It spotlighted the Middle East as one of the leading regions that witnessed a trend for significant tourism growth.

Further accelerating this momentum in the UAE are national strategies to welcome 40 million hotel guests by 2031 and attract AED 100 billion in additional tourism investments, while increasing tourism’s GDP contribution to AED 450 billion.

Closer to home in Abu Dhabi, record-breaking visitors are arriving at Yas Island’s world-class destinations and attractions. 2023 far surpassed previous visitation numbers. The summer season recorded a staggering 85% increase in theme park visitation. This was bolstered by 90% hotel occupancy growth compared to previous summers. By the end of 2023, the Island welcomed its highest-ever attendance numbers. Visitors grew by 88% compared to 2022 and hotel occupancy reached an astounding 80%.

To maximise the industry’s growth potential in 2024 and beyond, destinations must carefully navigate the ever-evolving preferences of travellers. Keeping pace with dynamic tourism trends will be key to unlocking robust growth in the Middle East.

Planet-positive experiences

Responsible tourism remains an important pillar of the UAE’s economic growth. Various strategies aim to keep sustainability high on the national agenda. For example, achieving Net Zero by 2050, delivering on the outcomes of the recent 28th Conference of the Parties (COP28), and advancing the UAE Union Aspiration for sustainability.

But beyond government mandates, we are also seeing sustainability emerge as a key factor in local travel preferences. For 93% of UAE travellers surveyed in Hilton’s 2024 Trends Report, sustainability is the top consideration when booking trips. Echoing this sentiment are over 75% of UAE respondents in Booking.com’s Travel Predictions 2024 Report. These respondents opt for accommodations that prioritise sustainable practices, design, and innovation.

For destinations, this means sustainability and environmental conservation must remain a cornerstone of their strategies. Organisations must commit to coordinated efforts across the industry to reduce carbon footprints and increase eco-friendly operations. They must engage in responsible tourism and ultimately create a sustainable future for the next generation.

Significantly strengthening Abu Dhabi’s clean energy and eco-tourism ambitions is an integral part of our vision at Miral. This is grounded in a holistic approach to sustainability.

Complemented by our Group Corporate Social Responsibility (CSR) Strategy, our commitment to the environment includes award-winning sustainable designs at Etihad Arena and solar energy projects at three of our world-class theme parks and destinations. We also work on marine conservation and research initiatives at Yas SeaWorld Research and Rescue center.

We take conscious steps towards streamlining sustainable operations across our hotels on Yas Island. For instance, minimising single-use plastic bottles, reducing food waste, and implementing energy-efficient lighting and air conditioning systems. We are also harnessing innovative technologies for water and energy conservation.

See also: Miral: all you need to know about Abu Dhabi’s developer of immersive attractions and experiences

Technology-driven travel

Travellers are turning to technologies like Artificial Intelligence (AI) more than ever before, to plan and book their vacations. Booking.com found that 60% of UAE travellers trusted AI to plan every aspect of their trip.

As travellers’ expectations evolve in a dynamic digital landscape, operators must innovate and adapt to remain relevant. Success hinges on adaptation, innovation, and delivering seamless experiences for travellers.

We are already witnessing the benefits of harnessing first-party data, machine learning, AI-driven customer service, and digital exploration across Miral. This is helping us drive hyper-personalisation and digitalisation across our experiences.

Our digital transformation journey encompasses everything from data-driven analytics, facial recognition technology and presence in the metaverse, to the UAE tourism industry’s first-ever use of ChatGPT for customer service. This has recorded more than 40,000 successful interactions.

Memorable moments

Unique and memorable experiences that align with personal aspirations are another imperative for travellers to engage with destinations. Skyscanner reveals that 97% of UAE travellers are keen to visit new destinations in 2024. Meanwhile, 28% of UAE respondents in Hilton’s 2024 Trends Report prioritise a bucket list or a once-in-a-lifetime holiday.

Key to harnessing growth in this area is a holistic approach to integrated destination development, master planning, and management. Good destinations serve guest needs. But great destinations constantly push the boundaries of unique, impactful, and exceptional experiences, while resonating with guests on a deeper level.

A prime example is Yas Island. This seamlessly brings together the world’s most recognisable leisure and entertainment attractions, themed hospitality, renowned restaurants, world-class hotels, premier sporting and leisure facilities, and a state-of-the-art entertainment venue.

Our well-established partnerships with global intellectual property holders provide unparalleled guest experiences. For example, leveraging SeaWorld Parks & Entertainment’s 60 years of experience in animal welfare to develop the region’s first marine life theme park, SeaWorld Yas Island, Abu Dhabi and Yas SeaWorld Research & Rescue center.

This is coupled with a long-standing partnership with Warner Bros. Discovery for Warner Bros. World Abu Dhabi, as well as the world’s first Warner Bros-branded hotel, The WB Abu Dhabi, and an upcoming Harry Potter-themed land. In doing so, Yas Island delivers an integrated destination. One that exemplifies the art of creating cohesive, compelling experiences for visitors from around the world.

See also: The world’s top Harry Potter themed attractions

Social media influence

The influence of social media marks another significant tourism trend that will shape Middle East travel in 2024 and beyond.

79% of UAE travellers surveyed in the Hilton 2024 Trends Report book their vacations based on trends from social platforms. They note that influencers and digital marketing had an observable impact on helping them choose new and exciting travel experiences. 92% of local participants in Skyscanner’s Travel Trends 2024 report are inspired to take a trip to a destination they’ve seen on the big or small screen

Destinations can effectively amplify their reach and create powerful emotional bonds with audiences by partnering with the right brand advocates.

moa at Yas Island

Social media influencers and celebrity ambassadors are valued partners at Miral. They significantly contribute to our marketing strategies, helping us craft compelling stories. This establishes a unique and genuine connection between their followers and our destinations.

For example, Bollywood actor Ranveer Singh’s vibrant energy and magnetic personality made him a perfect fit for our brand; Hollywood superstar Jason Momoa’s role as our second chief island officer captured every excitement of having the “coolest job in the world”; renowned Emirati singer Hussain Al Jassmi‘s contribution to the launch of SWAD captured the true essence of the park; and Kuwaiti band Miami deepened connections between Yas Island and our audiences, garnering over 300 million total online views.

Looking ahead, a question we never stop exploring at Miral is, “What’s next?”

The convergence of these trends promises an exciting chapter for Middle East tourism in 2024 and beyond. It is evident that some traveller sentiments are here to stay, while other preferences are ever-evolving.

However, it is up to industry players to carefully measure changing dynamics and seize every opportunity to diversify and elevate their propositions. Embracing these shifts is integral to not only meeting today’s consumer demands, but also successfully transforming the travel and tourism landscape.

With the Middle East primed to deliver increasing growth, we look forward to a transformative journey ahead.

The concept of mixed-use developments is not new. It has been guiding urban planning for centuries, tried and tested from ancient Rome to medieval China. But with their growing popularity in recent years, we need to recognise mixed-use districts as much more than just development projects. We need a renewed focus on maximising their growth potential as drivers of sustainable, cohesive, and thriving communities, as well as their integral role in providing an enhanced live-work-play experience for residents and visitors alike.

Developers willing to embrace the complexities of mixed-use spaces will stand to leverage compelling benefits – be it attracting diverse demographics, increasing foot traffic, creating repeat visitation, or amplifying revenue streams from both local and international guests.

For leading developers of tourism destinations and experiences in the UAE – such as Miral – the key to success can be found in creating the perfect synergy between leisure, entertainment, and hospitality. In my 20+ years of global development experience, I have found that this ambition is best guided through a two-fold approach: adopting a holistic approach to destination development; and prioritising the guest experience at every turn.

Holistic approach to destination development

The building block to any successful project is bringing together all the various components into a cohesive, complementary unit. At Miral, we bring this ambition to life by seamlessly blending conception, development, management, and promotion; and ensuring no stone is left unturned in creating a truly unforgettable destination. Developers should not only focus on the design of the building, but equally examine the lifestyles, health, and expectations of the residents and visitors. The end-goal should be to create a mixed-use destination that seamlessly blends into its surroundings and respects the heritage of the site and the neighborhood, while considering different aspects in the planning strategy, such as cost, location, building materials whilst creating tangible value. In addition, developers must also ensure an overall well-balanced mix of uses that complement each other, serving diverse guest needs and operating across a wide range of functions to create a dynamic and inclusive space that people want to be part of.

“Convenience is king”; the guest perspective

Mixed-use developments, at their core, must be experience driven. They must provide unparalleled convenience to residents and visitors as a one-stop shop, highly curated, experiential space that eliminates the need for extensive travel. For example, retail, dining, leisure, business, and residential areas – all located close to one another to create a vibrant, interconnected environment that enhances access to daily amenities.

This is the guiding vision for us at Miral as we strive to not just create a world-class destination on Yas Island, but also offer the “Yas lifestyle” for our guests. Creating a hub where people can both live, work and play means developing places that people are emotionally drawn to and want to return to, and where they can create memorable experiences that last a lifetime.

Yas Island: A prime example of a modern and thriving mixed-use development

Yas Island is not just another destination; it is a response to the ever-evolving nature of lifestyle choices, providing the perfect blend of modern infrastructure, world-class amenities, and thrilling leisure experiences. It exemplifies the art of creating unforgettable memories and delivering moments of joy to visitors from around the world.

Creating this thriving, vibrant lifestyle hub involved a multifaceted approach. Just 12 years ago, the island was a blank canvas upon which the vision and dream of His Highness Sheikh Mohamed Bin Zayed would be imprinted. His idea was to transform Yas Island into a dynamic destination for shopping, sports, theme parks, events, music and world-class residential living and businesses. Inspired by his vision, the Yas Island of today is a place that entertains, thrills, excites and unites families with its diverse attractions. It is a sought-after location that is deeply connected to the community and cultures it serves – bringing people together and creating a genuine sense of belonging. It is a one-stop, global hub for leisure, entertainment, and hospitality.

From the world’s fastest rollercoaster at Ferrari Abu Dhabi to the largest-ever indoor theme park at Warner Bros. World Abu Dhabi, we are incredibly proud that we have brought some of the world’s most recognisable leisure and entertainment brands to the region – all ideally located within just minutes of each other. Catering to all tastes and ages, evoking feelings from thrill to joy and everything in between, these one-of-a-kind, seamless experiences invigorate all senses and create memories that last a lifetime.

Yas Bay Waterfront, an iconic new lifestyle hub within Yas Island, is another example of how we seamlessly bring together renowned restaurants, world-class hotels, premier sporting and leisure facilities, and a state-of-the-art entertainment venue into a thriving mixed-use development.

Another exciting and unique concept we’re thrilled about is the introduction of themed hospitality at Yas Island, enabling seamless guest connectivity, convenience, and immersion with our award-winning theme parks. Through our collaboration with Warner Bros. Discovery and Hilton, we have combined hospitality and entertainment to provide a truly unforgettable offering at the WB Abu Dhabi. The world’s first Warner Bros. themed hotel is located only steps away from Warner Bros. World Abu Dhabi, enabling an interconnected journey of discovery and rich storytelling through Warner Bros.’ timeless productions. Expanding on our alternative and diverse hospitality offerings in close proximity to our theme parks is the Doubletree by Hilton Yas Island Residences, providing spacious, serviced accommodation for larger families and groups.

With emphasis on longevity and sustainability, Yas Island is living proof that bringing together world-class attractions, theme parks, and hospitality offerings to deliver an integrated destination is where the future lies. The success of integrating such mixed-use developments into Abu Dhabi’s urban fabric is primed to yield dividends for years to come.

The theme for the Future Hospitality Summit (FHS) 2023, taking place from 25-27 September at Hilton Abu Dhabi Yas Island in Abu Dhabi, is ‘Focus on investment’. The conference programme will comprise several content tracks under the main theme, including Investment, Operating Models, Innovation, the Future of Tourism and ESG. In the lead up to the event we asked several industry partners about their focus on investment in 2023 and beyond.

Today’s leisure, entertainment, and tourism industry finds itself in a promising era of recovery, taking stock of recent global challenges and rising to new opportunities. But if I take a moment to reflect on the biggest lesson we have learned, it is that lasting change does not happen in siloes. True value lies in collective action.

This is a realisation that has long been driving strategic partnerships and investments at Miral, as we join hands with industry leaders from around the world to transform the leisure and entertainment landscape in Abu Dhabi. Our unique portfolio of experiences – including many world-firsts and record-breaking attractions – on Yas Island, Saadiyat Island, and across Abu Dhabi – offers unrivalled opportunities for investors to capitalise on the Emirate’s sustainable, diversified, and globally integrated economy.

Yas Island’s growth into a favourable destination for meetings, incentives, conferences, and exhibitions (MICE) is testament to how we are attracting promising overseas investments to Abu Dhabi and reinforcing the Emirate’s position as a prime location for international investments. The Island’s all-encompassing proposition makes it an ideal hospitality investment destination. Strong foundations are already in place through our partnership with the Abu Dhabi Convention and Exhibition, attracting larger MICE groups through the creation of the Abu Dhabi Convention & Exhibition Bureau and the Miral Joint Business Event Fund. These joint initiatives enable us to strengthen Yas Island’s unique “business meets leisure” appeal, offering guests everything in one place – from world-class theme parks, attractions, diverse hotels, mall, and golf to extensive venues options for large-scale conferences, corporate gala dinners, formal team buildings, award shows, and many more.

Long-standing partnerships with global intellectual property holders are another high-value tourism investment opportunity, enabling us to bring unparalleled entertainment experiences to Yas Island. For example, the opening of Warner Bros. World Abu Dhabi, followed by the world’s first Warner Bros-branded hotel, The WB Abu Dhabi. We also recently announced the region’s first Harry Potter-themed land will be added to the park’s six other immersive zones.

Equally, we understand the importance of investing in innovative digital tools, big data, and predictive analytics. Creating an innovation-friendly economy has long been central to Abu Dhabi’s future development strategy, guided by the Abu Dhabi Economic Vision 2030. As such, Miral places great importance on evolving into a data-driven organisation and bolstering the Emirate’s position as a data-driven capital. It is the key to creating more compelling visitor propositions for our guests – be it through our ‘Noor Initiative’, a decision analytics strategy; FacePass, our facial recognition technology, to seamlessly enter and make contactless payments within Yas Theme Parks; or our partnership with Microsoft that leverages ChatGPT for a customer-facing generative AI to provide personalised guidance and information.

Beyond business, events, and technology, investments in sustainable solutions are another factor for success. At Miral, environmental considerations are not only a moral duty for us, but a strategic advantage. We carefully balance growth with sustainability to deliver against Abu Dhabi and the UAE’s commitment towards national clean-energy and net-zero objectives. Perhaps our biggest example is the recently opened SeaWorld Yas Island, Abu Dhabi, which embeds Sheikh Zayed’s profound respect for nature across all operations. This includes investments towards a reduced carbon footprint, made possible through solar photovoltaic (PV) system developed in partnership with Emerge, a joint venture of Masdar and French multinational utility company EDF. A similar project is already operational at Warner Bros. World Abu Dhabi, producing 40% of the park’s annual energy demand via an estimated 16,000 solar modules across its roof area of 36,000sqm.

In the years to come, such strategic investments and robust partnerships will remain integral to fully realising Miral’s vision for Abu Dhabi and beyond. Working closely with the world’s leading partners, investors, and brands is how we will continue to define our success, while diversifying the Emirate’s economy.

Protecting our seas is an Emirati tradition and one that will inform the park’s scientific research

We cannot protect what we do not know.

As a child, many of my favourite moments involved the sea and animals. From swimming at the beach, going out on the boat, being amazed by the abundant animals and the diverse marine life in our oceans, or simply listening to our elders’ experiences of pearl diving – we grew up with love, respect and awe for the sea and its bounty.

Conservation, in those days and for our fathers and forefathers, was not a distinct concept – it was integral to life. Our elders knew instinctively to care for the sea and its abundance because its health affected our health. They understood the diversity of the sea, its seasons and currents, understood the life cycle and uniqueness of each of its creatures, and practised sustainability long before the term came into use. That knowledge became the foundation of our lifelong attitudes towards the sea, and fuelled Abu Dhabi and the UAE’s long-standing marine conservation and environmental protection work.

Three quarters of our planet are covered by ocean, which provide food, energy and water. They provide a home for millions of animal species – hundreds of thousands of which have yet to be identified – and absorbs about a quarter of the world’s annual carbon dioxide emissions, thereby mitigating climate change and alleviating its affects.

We might not be able to see all the life below the water’s surface, but preserving our oceans is one of the most significant environmental challenges we face today. So much so, that number 14 of the UN’s Sustainable Development Goals is focused on conserving and suitably using the oceans, seas and marine resources.

Aligned with Today for Tomorrow – the UAE Year of Sustainability’s theme – I’m very proud to say that we recently opened the SeaWorld Research and Rescue centre on Abu Dhabi’s Yas Island, the first dedicated marine research, rescue, rehabilitation and return facility in the region.

This is a cornerstone in the emirate’s journey of education and conservation, and will inspire the next generation of marine scientists to learn more about Abu Dhabi’s long-term vision for protecting our marine wildlife and their habitats. Together with SeaWorld, we will be pushing the limits of science and conservation to become the foremost knowledge hub for marine scientists, not only in the UAE, but also in the wider region.

The centre will conduct a range of programmes, serving as an integrated and advanced marine science knowledge hub and an important contributor to marine conservation in the UAE and the wider region. Its efforts will aim to improve the public’s knowledge of and commitment to the conservation of the region’s marine wildlife, habitats and ecosystems, using the experience and knowledge gained from SeaWorld’s almost 60 years of marine research.

Complementing these efforts, the next-generation marine life theme park SeaWorld Yas Island, Abu Dhabi will open its doors on May 23. The park will also play a key role in promoting environmental awareness and protecting marine life in Abu Dhabi, the UAE and the region telling a captivating story that uncovers the interconnectivity between life on Earth and our oceans. SeaWorld Abu Dhabi will deliver fun, engaging and immersive family friendly experiences through eight uniquely themed realms, featuring exciting rides, up-close animal encounters and inspiring programmes.

The park is designed to accelerate understanding, respect and awe for the marine world among our young people and our peers by showing them what is there in the sea, helping them to understand its uniqueness and importance, and cultivating a desire to care for it.

We want to tap into every child’s natural curiosity and affinity for animals of all shapes and sizes and use these to encourage the values of conservation from a young age. We want to inspire visitors of all ages and nations with the fragile beauty of the world’s seas and oceans as well as their interconnectedness with our well-being because we will be motivated to protect something only when we know how important and unique it is.

We have a long-standing commitment to contribute to our nation’s economic diversification and growth, and with SeaWorld Abu Dhabi we will be creating thousands of jobs in different fields, providing opportunities for UAE citizens to become marine scientists and experts, as well as adding an unprecedented marine-life park to our country and region. The tremendous economic impact of attractions like SeaWorld Abu Dhabi is well documented worldwide.

With the opening being less than a month away, we are well on our way to achieving all these things.

Even though decades have passed since I was a young boy chasing hermit crabs and swimming in the shallows, I still get that same sense of excitement seeing the world-class SeaWorld Abu Dhabi complex take shape around us. As our oceans continue to support the global population’s economic, social and environmental needs, these conservation efforts provide an opportunity to chart a sustainable recovery path for decades to come in harmony with the natural environment.

All of us at Miral, myself included, are blessed to be involved with this transformative, impactful endeavour that combines entertainment and education into an unforgettable experience that has the power to shape minds, lives and our world.

With support from the highest level, this International Women’s Day enables us to appreciate the remarkable achievements and hard work of women across the country, who make our nation proud every day

Every March 8, the world recognises International Women’s Day. It is a day of reflection, celebration, and hope. It’s a chance to highlight the UAE’s plethora of inspirational women on the global stage. To encourage every woman to remember that there is no limit to their dreams, goals, or ambitions. This year, International Women’s Day is the perfect platform to shed light on how the UAE is empowering women across all fields to provide the support they need to thrive in their careers.

I am inspired by HH Sheikha Fatima bint Mubarak Al Nahyan, Mother of the Nation, who has been playing a major role in supporting women living across the UAE: “Development in its true sense means moving society forward through productivity and equitable distribution. To achieve this, equality must be assured … And, with all pride, I say that equality today is guaranteed for women in the UAE.”

With support from the highest level, this International Women’s Day enables us to appreciate the remarkable achievements and hard work of women across the country, who make our nation proud every day.

I have been fortunate to work in the UAE in various sectors including banking, real estate, investment, government and in each sector, there were women in leadership positions. I have proudly seen how the UAE is constantly evolving and pioneering new laws to promote diversity, equality, and inclusion. If we simply review the demographics of the UAE’s population, we have people from over 200 nations living in one country.

To prevent inequality, the UAE has introduced and embraced a plethora of laws that protect people from discrimination in the labour market, enabling a level playing field for women to thrive. As a result of mutual co-existence in the workplace, the UAE has retained, developed, and attracted diverse talent from all over the world.

From my personal experience, I have been given incredible opportunities within my field whilst working in the UAE. During my time at Miral, I have been proud to work on the Yas SeaWorld Research and Rescue Abu Dhabi, a first-of-its-kind dedicated marine science research, rescue, rehabilitation and return centre in the region, which recently opened its doors in the capital’s Yas Island.

Another source of motivation is the trail-blazing women in the UAE such as female ministers, entrepreneurs, and CEOs. Last year, Emirati pilot Aisha Al Mansoori made UAE aviation history after earning her stripes as the country’s first female commercial captain. Not only are the doors truly open for women in the UAE but we are given opportunities based purely on our skillset – for example, Dr. Mona Khashwani from Sharjah’s Al Qassimi Women and Children’s Hospital was the first Emirati physician to perform the first robotic surgery using the advanced Da Vinci system.

When I am asked what advice that I would give to female graduates joining the workforce, my only recommendation is to forget about your gender and focus on your strengths, capabilities, and assets. Don’t let anything hold you back from achieving what you set your mind to. As a woman raising a woman, it is important for me to instil this same sense of determination and belief in my daughter. She is just a few years away from starting University and when she asks me what to major in or which sector has good future in UAE, I tell her you can be anything you can dream of. This year’s International Women’s Day theme is #Embrace Equity and I think what I admire about my company is that it appreciates that equity in the sense that men and women are equal but different. For example, our company is working on making the process for working mums to return after giving birth more seamless.

Having worked in the UAE for the last eighteen years I am so proud of how it has become a beacon of hope for women looking to progress in their careers. The UAE has a literacy rate of 95.8 percent and around 70 percent of all graduates are female. In the national workforce, women make up 66 percent of the public sector workers with 30 percent in leadership roles. I think there is always progress to be made but I firmly believe that the UAE is one of the most supportive countries for women to work and I look forward to seeing what more all the wonderful women around me will achieve in the upcoming year.

The Leisure and Entertainment sector is thriving. In addition to the growing need for L&E options within the MENA region, we’re also witnessing a global surge as more and more people want to travel, splurge and experience after years of travel restrictions and putting life on hold. Taken all together, there is tremendous potential within our industry.

What’s less well articulated is how we can better staff the industry and why we should staff it with our best. It takes people, after all, to fully realise the potential – of an idea, an emergent sector, or even a nation.

The 2022 Arabian Travel Market highlighted travel, tourism and ancillary sectors including hospitality, leisure, and entertainment. I wanted to share some thoughts on why more people – particularly Emiratis – should consider working in this space.

First, the sector’s robustness. The global recreation market is steadily recovering, returning to the predicted 14% CAGR. Closer to home, our region is witnessing tremendous growth, with billions being invested in new or updated entertainment and leisure destinations. In the UAE, we are in an optimal place for action, able and willing to expand on decades of established excellence. Here in Abu Dhabi, revolutionary new initiatives including SeaWorld Abu Dhabi and the Natural History Museum Abu Dhabi ensure we are well on course to delivering on the emirate’s goal to draw more tourists every year.

Second, to contribute to the nation. Our leaders and their initiatives including the ‘Projects of the 50’ have reminded us, if we want to build a more resilient and globally competitive nation, we must develop competencies in every sector. At Miral, we have multiple pathways – including our two-year Maharaty talent development programme, and the three-month Ambassador training programme – to ensure that more and more Emiratis are not just welcomed but equipped to lead in this sector.  

Maharaty talent development programme, launched in September of last year, targets fresh graduates and unemployed UAE Nationals between the ages of 21 to 25, aiming to build a solid foundation for UAE Nationals in their career development. The program provides them with the tools to foster and nurture their capabilities, knowledge, and leadership skills within the leisure, entertainment, and tourism industries, while also helping them gain the required experience to join the LET sector.

The training program runs for a period of 2 years with the objective of supporting trainees in building their careers and matching them with relevant opportunities based on their merit within the Miral Group.

The three-month Ambassador training programme, which was launched in 2017, aims to train and recruit Emiratis to be part of the UAE theme park industry. The programme focuses on providing participants with hands-on training at Miral’s world-class theme parks, such as Ferrari World Abu Dhabi, Yas Waterworld, and Warner Bros. World Abu Dhabi, where they can be equipped with the required skills and knowledge to join the theme park industry and excel in the leisure and entertainment sector. 

To date, the programme reached a milestone by recruiting 500 Emiratis into it, with around 150 of whom have thrived and reached managerial positions across Yas Island’s various attractions.

Miral’s training programmes and initiatives noy only do they play a crucial role in shaping the youths’ careers, but they also promote a culture of learning and sharing of good practices, in addition to enabling continuous improvement in their communication skills, social relations and mutual culture.

Third, to be equipped for an increasingly technological world such as emerging and future tech including VR, AR, AI and machine learning are now integrated into leisure and entertainment, particularly in the theme parks and leisure and entertainment destinations in which Miral leads. Joining the digital transformation journey, incorporating innovations from our facial recognition FacePass to our data analytics across our operations, will place joiners at the cutting edge of the 4IR world.

Fourth, to be responsible for making lives better. As Abu Dhabi’s leading creator of immersive destinations and experiences, we aim to bring joy, delight and unforgettable experiences to all we encounter. Every one of our people, whether they work on the macro development and realisation level to micro-level service, from engineering to finance, plays a role in this. Any and every idea can easily end up helping others live some of the best moments of their lives.

Fifth, to find a workplace that matches your cultural priorities. For most of us, money is not a primary motivator – being the best that we possibly can be, and championing our families, communities for the good of our nation are all crucial. In a fast-changing and increasingly competitive world, finding a workplace that shares your values can be difficult. Flexible working frameworks, ethical policies and facilities are crucial, and I’m proud of what our teams at Miral have done to embed these across our operations.

In my seven years at Miral, I’ve seen firsthand how these policies have changed not just individual lives but our community. Through our Ambassador and Maharaty programmes alone, hundreds of young Emiratis have learned about all aspects of our operations, our sectors and about business and management, and are now making a difference wherever they are. I have no doubt that the knowledge and experience they accumulated with us will benefit our nation and reinforce its hospitality culture.

To those who are our best, this is an open invitation to all Emiratis to consider joining us at Miral and in the leisure and entertainment industry. The opportunity – to contribute to Abu Dhabi’s growth and the UAE’s advance, to shape international and local guests’ impressions about us and our potential, to create powerful and memorable experiences for others, and to grow yourself and your future – is yours for the taking.

So, Welcome!