The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has partnered with Abu Dhabi Hospitality Academy – Les Roches to launch a brand-new Visitor Experience (VX) Academy.
The partnership formalized during ‘Arabian Travel Market (ATM) 2025’, selects Abu Dhabi Hospitality – Les Roches as the operating partner of the Academy, which is set to launch this July.
The VX Academy aims to provide tailor-made professional development trainings to frontline workers across various industries, including hospitality, transport, retail, immigration, and more. This will strengthen Abu Dhabi’s position as a key tourist destination by empowering frontline workers to provide exceptional service.
The academy seeks to enhance operational efficiency and effectiveness, ensure consistent delivery of exceptional service in line with Emirati core values, and further elevating the visitor experience standards across the emirate.
Saleh Mohamed Saleh Al Geziry Director General – Tourism DCT Abu Dhabi
“This strategic partnership with Abu Dhabi Hospitality Academy – Les Roches reflects our ongoing commitment to elevating Abu Dhabi’s tourism sector. By leveraging their expertise, we are empowering our frontline workers with the skills and knowledge necessary to deliver exceptional visitor experiences, further solidifying Abu Dhabi’s position as a premier global destination. Moreover, our commitment to embracing cutting-edge technologies, including AI-driven learning platforms, will enable us to create even greater value for our partners, personalize the visitor journey, and set new benchmarks for service excellence across the emirate.”
The VX Academy, powered by AI-driven e-learning modules, will strengthen current training efforts across the region’s tourism sector and enhance learning pathways.
By leveraging Abu Dhabi Hospitality Academy – Les Roches’ valuable expertise in hospitality education and established presence in Abu Dhabi, the collaboration will ensure the VX Academy’s day-to-day operations are managed with the highest standards of excellence.
Abu Dhabi Hospitality Academy – Les Roches will lead in key areas across the learning lifecycle such as spearheading curriculum and content development, ensuring alignment with Abu Dhabi’s tourism standards and Code of Conduct.
Additionally, they will develop and oversee assessments, collaborate with DCT Abu Dhabi on market analysis, and champion quality assurance to cater to the emirate’s evolving needs.
Georgette Davis, Managing Director at Abu Dhabi Hospitality Academy Les Roches, added that, “We are honored to partner with DCT Abu Dhabi on this visionary initiative. As the operating partner of the Visitor Experience (VX) Academy, Abu Dhabi Hospitality Academy – Les Roches is committed to delivering world-class training that empowers the emirate’s tourism and cultural workforce. This collaboration reflects our shared ambition to elevate every touchpoint of the visitor journey — creating exceptional, authentic, and memorable experiences that define Abu Dhabi as a global tourism leader”.
Through this move, DCT Abu Dhabi and Abu Dhabi Hospitality Academy – Les Roches’ VX Academy strive to unlock the transformative potential of a strong frontline workforce.
