Jumeirah Group, the Dubai-based luxury hotel company, has launched a new Emiratisation initiative on social media to encourage UAE nationals to pursue careers in hospitality.
The campaign is called #BeTheHost and will be launched through the Jumeirah Arabic account on Instagram @Jumeirah.Arabic.
Nabil Ramadhan, group chief human capital officer, Jumeirah Group, said: "Hospitality is an excellent career choice that enables its workforce to develop new professional skills. Through the #BeTheHost initiative, we hope to show UAE Nationals that hospitality is a diverse industry in which you can pursue your personal passion, whatever it may be."
The initiative is aligned with the objectives of the Department of Tourism and Commerce Marketing's #AnaDubai ('I am Dubai') Emiratisation campaign.
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The aim is to increase the number of UAE Nationals working in tourism by 15% every year until 2020.UAE natio
nal colleagues including members of Jumeirah's Emiratisation programmes, will share their career development stories across the Instagram account. #BeTheHost provides UAE nationals the opportunity to be mentored by those with a shared cultural background. Another element of #BeTheHost will be an exchange of dialogue with UAE students considering careers after university.
Dubai's hospitality industry is expected to be the key driver of the job market ahead of Expo 2020, given that 70% of the 25 million visitors expected during Expo 2020 will originate from outside the UAE.
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