According to the United Nations World Tourism Organisation (UNWTO), over 900 million people took on international journeys in 2022 alone. Were you among them? If so, you weren’t just travelling—you were helping shape the future of global tourism.

Take the Gulf region, for instance. In 2022, over 48 million tourists visited Gulf countries, including 3 million who travelled to Qatar for the World Cup, demonstrating the region’s growing appeal. In Jordan, tourism is a cornerstone of the economy, contributing around 13% of the country’s GDP. Beyond the financial impact, tourism helps diversify national revenue streams and fosters economic resilience.

Yet, tourism is about more than just money; it’s about opportunities. According to the UNWTO, the tourism industry employs 1 in 10 people worldwide, making it a crucial source of employment—especially for young people. That’s why SPARK, in collaboration with Google.org, created the Maharat for Tourism programme, designed to shape the future of tourism by emphisisng on eco-friendly and sustainable practices.

What is Maharat for Tourism?

Maharat for Tourism addresses some of the most pressing challenges in the sector today. From the ongoing post-COVID recovery to the barriers faced by marginalised groups such as women and minorities, the programme seeks to build a more inclusive, resilient, and greener tourism industry. Especially in low-income and rural areas, where tourism can be a vital economic lifeline, Maharat is committed to driving change that benefits both local communities and the broader region.

Supported by Google.org, the initiative is set to empower 25,000 job seekers and small-to-medium enterprises (SMEs) across Egypt, Saudi Arabia, the United Arab Emirates, Qatar, Jordan, Lebanon, Tunisia, and the Palestinian territories. Maharat provides training in digital tools, artificial intelligence, and essential soft skills, while also collaborating with governments to help create better regulatory frameworks for tourism. The aim? To build a tourism sector that’s more sustainable, diverse, and prosperous for all.

Why Maharat for Tourism stands out

The Maharat provides a comprehensive learning experience, ensuring that participants are job-ready by guiding them through recruitment, onboarding, and mastering essential digital tools and skills. The programme offers tailored digital training through five open-source curricula available online in Arabic, accessible via SPARK’s website and workshops throughout the MENA region. It also delivers innovative solutions to address challenges in the tourism sector, including knowledge gaps, sustainability, and climate issues, while helping state officials, SMEs, and entrepreneurs adapt to emerging business opportunities. Additionally, Maharat incorporates localised learning circles, encouraging community-based learning where participants can share experiences, gain peer support, and engage with local authorities. Progress is closely monitored through data analytics and digital tools, providing personalised guidance and ensuring learners receive the necessary support throughout their journey.

Areas of intervention

The Maharat for Tourism E-learning Hub, is a dynamic online training tool that provides four specialised online curricula, each tailored to different targets in the tourism industry. These modules include courses on government tourism strategies and policies, aimed at policy makers, and managing SMEs in the tourism sector, designed for small business owners. Additionally, there are courses on experiential tourism operations and event planning and design, both of which are targeted at job seekers looking to enter the tourism industry.

The Maharat for Tourism programme is set to run until the end of 2025, featuring a series of workshops, events and meetups across Saudi Arabia, United Arab Emirates, Egypt, Qatar and more countries in the Middle East. By the end of the programme, Maharat for Tourism aims to provide training in digital tools, AI, and soft skills to 2,500 job seekers and SMEs throughout the MENA region, all with the goal of fostering a greener, more resilient tourism industry.

Excited to join us? We’re launching our first programme kick-off in Saudi Arabia soon-–stay tuned!