SPARK’s Maharat for Tourism programme has officially landed in the UAE, marking a major step in the regional effort to equip 25,000 young people and entrepreneurs with the skills needed to succeed in a rapidly changing tourism sector. The launch took place in Abu Dhabi and welcomed representatives from the Abu Dhabi Youth Council, Abu Dhabi Department of Culture and Tourism, Emirates Foundation, Arab Youth Center and other public and private stakeholders.

The UAE’s tourism sector continues to expand, welcoming nearly 24 million visitors in 2023. As the country rolls out its National Tourism Strategy 2031- part of the wider “Projects of the 50” agenda – the Maharat for Tourism Hub enters at a critical time. The programme is closely aligned with the UAE’s ambition to position itself as a global tourism leader by building local capabilities, diversifying its tourism offering, and driving investment across the sector.

In her speech, SPARK CEO Christel Bultman highlighted the UAE’s role as a global leader in innovation and sustainable development. “The UAE’s commitment to shaping a knowledge-based economy, investing in its people, and driving sustainable tourism growth provides an ideal setting for Maharat for Tourism to flourish,” she noted.

Through the Maharat for Tourism E-Learning Hub, participants will gain access to free, tailored courses across a range of topics, including sustainable tourism, AI and digital tools, SME management, and soft skills. Specialised modules also support policymakers in developing tourism frameworks that promote inclusive and environmentally responsible growth.

Marie de Ducla, Google Sector Lead – Travel, Retail, Consumer Goods & Services in MENA emphasised the power of technology to unlock opportunities for everyone. “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.”

The launch also acknowledged the growing importance of digital tools and private-sector collaboration in shaping the future of tourism. With the UAE placing increasing emphasis on innovation and skills-based growth, partnerships like these are helping to ensure that young people and small business owners are not just prepared for change but are leading it.

The Maharat for Tourism programme is running in nine countries across the region and will continue until the end of 2025. In addition to the online hub, it includes in-person workshops and events to help participants apply their skills, grow their businesses, and shape the future of tourism in their communities.