Powered by advanced AI-driven educational platforms, the Visitor Experience Academy (VX) provides professional training programs customized specifically for various touchpoints along the visitor journey in Abu Dhabi
Article contents:
- Introduction to the Visitor Experience Academy
- Details of the partnership between the Department of Culture and Tourism and Les Roches Academy
- Objectives of the new academy
- AI-powered educational platforms
- The role of Abu Dhabi Hospitality Academy – Les Roches
- Official statements
- Conclusion
- Frequently Asked Questions
Introduction to the Visitor Experience Academy
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has entered into a strategic partnership with Abu Dhabi Hospitality Academy – Les Roches to establish a specialized training academy named the Visitor Experience Academy (VX), aimed at enhancing standards of excellence across all stages of the visitor journey in the emirate.
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The agreement was signed during the Arabian Travel Market 2025 exhibition, where Abu Dhabi Hospitality Academy – Les Roches was appointed as the official operational partner for the new academy, scheduled to launch this coming July.
Details of the partnership between the Department of Culture and Tourism and Les Roches Academy
The Visitor Experience Academy represents one of the pivotal initiatives launched by DCT Abu Dhabi, designed to deliver professional training programs tailored specifically for frontline personnel across a wide range of sectors, including hospitality, transportation, retail, and other fields relevant to the visitor experience.
Under this partnership, Abu Dhabi Hospitality Academy – Les Roches will assume the role of the official operational partner for the new academy, drawing upon its extensive expertise in hospitality education and the training of tourism cadres in the emirate.
Objectives of the new academy
The academy seeks to enhance operational efficiency and elevate professional performance standards by delivering services characterized by professionalism and alignment with authentic Emirati values, ensuring a seamless experience across all visitor touchpoints.
By empowering frontline personnel to deliver exceptional hospitality experiences, the academy contributes to consolidating Abu Dhabi’s position as a leading global tourism destination that offers integrated, authentic experiences meeting the expectations of visitors from around the world.
AI-powered educational platforms
The academy will rely on advanced educational platforms based on artificial intelligence technologies, enabling it to help unify existing training efforts within Abu Dhabi’s tourism sector and enhance professional learning and development pathways through more flexible and effective methods.
These advanced platforms support the academy’s ability to customize training programs to suit the needs of various sectors, ensuring the provision of interactive and innovative learning experiences that keep pace with the latest global trends in tourism workforce training.
The role of Abu Dhabi Hospitality Academy – Les Roches
Abu Dhabi Hospitality Academy – Les Roches will play a pivotal role across various stages of the learning ecosystem within the new academy, taking charge of developing curricula and training content to ensure alignment with Abu Dhabi’s approved tourism standards and code of conduct.
The academy will also design and supervise assessment tools, collaborate with DCT Abu Dhabi in conducting market analysis studies, and lead quality assurance efforts, reflecting the evolving needs of the sector and supporting the emirate’s aspirations toward excellence and innovation in visitor experiences.
Official statements
His Excellency Saleh Mohamed Al Geziry, Director General of Tourism at the Department of Culture and Tourism – Abu Dhabi, stated: “This strategic partnership with Abu Dhabi Hospitality Academy – Les Roches embodies our commitment to advancing the emirate’s tourism sector by investing in the qualification of human capital and enhancing its readiness to deliver exceptional experiences that meet visitor expectations. Through this partnership, we are empowering frontline personnel with the necessary skills and knowledge to provide high-end services that reflect Abu Dhabi’s cultural identity and support its position as a leading global destination. We also remain committed to adopting the latest technological solutions, including AI-driven educational platforms, enabling us to develop more effective learning experiences, customize the visitor journey to match needs and expectations, and set new standards for service quality excellence across the emirate.”
Georgette Davey, Managing Director of Abu Dhabi Hospitality Academy – Les Roches, said: “We are proud of our partnership with the Department of Culture and Tourism – Abu Dhabi in this pioneering initiative to establish the specialized Visitor Experience Academy. We share a firm conviction in the importance of excellence across all sectors, particularly hospitality. At Abu Dhabi Hospitality Academy – Les Roches, we are committed to delivering world-class training workshops to empower the workforce in the emirate’s tourism and cultural sectors. This partnership also embodies our shared vision of creating exceptional, authentic, and unforgettable experiences that meet the aspirations of visitors from around the world, cementing the emirate’s position as a leading, preferred global tourism destination.”
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Conclusion
Thanks to ongoing commitment and constructive collaboration with the Department of Culture and Tourism – Abu Dhabi, the Visitor Experience Academy—the fruit of the partnership with Abu Dhabi Hospitality Academy – Les Roches—will contribute to activating the transformative potential of a qualified frontline workforce capable of delivering high-level services and elevating the visitor experience at every stop of their journey.
This initiative represents an important strategic step within Abu Dhabi’s continuous efforts to strengthen the tourism and hospitality sector, solidifying its position as a leading global destination offering distinctive experiences of international standards while preserving authentic Emirati cultural identity.
Frequently Asked Questions
1. What is the Visitor Experience Academy?
It is a specialized training academy established through a strategic partnership between the Department of Culture and Tourism – Abu Dhabi and Abu Dhabi Hospitality Academy – Les Roches, aimed at delivering professional training programs for frontline personnel in the hospitality, tourism, retail, and transportation sectors.
2. When will the academy be launched?
The academy is scheduled to launch in July 2025, following the signing of the partnership agreement during the Arabian Travel Market 2025 exhibition.
3. What are the key technologies the academy will adopt in its training programs?
Dublin-based? No, the academy will rely on advanced educational platforms based on artificial intelligence technologies, allowing for the customization of training programs and the enhancement of learning and professional development pathways in more flexible and effective ways.
4. What is the role of Abu Dhabi Hospitality Academy – Les Roches in this partnership?
Abu Dhabi Hospitality Academy – Les Roches will act as the official operational partner for the new academy, taking charge of curriculum and training content development, designing assessment tools, collaborating on market analysis studies, and leading quality assurance efforts.
5. Who are the target groups for the academy’s programs?
The academy’s programs primarily target frontline personnel across a wide range of sectors associated with the visitor experience, including hospitality, transportation, retail, and other fields related to direct visitor interaction.
