DCT Abu Dhabi celebrates frontline excellence with third Al Midhyaf programme completion

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has recognised outstanding frontline employees from across the airport, airline and maritime sectors following the completion of the Al Midhyaf training programme, marking the third and final recognition ceremony of 2025.

Frontliners from Zayed International Airport, Etihad Airways, the Federal Authority for Identity, Citizenship, Customs & Port Security (ICP), and Maritime Abu Dhabi were honoured for successfully completing the government-endorsed initiative, which aims to elevate service standards across every tourism touchpoint in the emirate. Graduates of the programme are now recognised as excellence ambassadors, playing a key role in shaping Abu Dhabi’s global reputation as a leading tourism destination.

Al Midhyaf, meaning “the host” in Arabic, is designed to unify and enhance guest service standards across Abu Dhabi. The programme focuses on professionalism, proactive engagement, cultural sensitivity, inclusivity, clear communication and effective problem-solving, while equipping participants with the knowledge and cultural awareness needed to deliver authentic Emirati hospitality experiences.

The latest ceremony builds on earlier milestones in 2025, including the graduation of frontline staff from 15 hotels in September and 200 taxi drivers from the Integrated Transport Centre in July. Together, these efforts reflect a comprehensive approach to embedding world-class hospitality throughout the entire visitor journey.

His Excellency Saleh Mohamed Al Geziry, Director General at DCT Abu Dhabi, said the programme is central to the emirate’s tourism strategy. He noted that empowering frontline staff across airports, airlines, maritime services, taxis and hotels helps ensure a seamless and memorable experience for visitors, from arrival to departure, while deepening appreciation for Emirati culture.

The Al Midhyaf programme is delivered through DCT Abu Dhabi’s Visitor Experience (VX) Academy, using AI-driven e-learning modules to provide accessible and consistent training across sectors. Its continued success highlights Abu Dhabi’s commitment to service excellence and reinforces its position as a world-class tourism destination rooted in the values of Emirati hospitality.