VX Academy – Elevating Visitor Experiences in Abu Dhabi - Department of Culture and Tourism Abu Dhabi

VX Academy – Elevating Visitor Experiences in Abu Dhabi

Our Purpose

The Visitor Experience (VX) Academy is Abu Dhabi’s dedicated hub for service excellence training, designed to empower the emirate’s workforce. Established by the Department of Culture and Tourism (DCT Abu Dhabi), the Academy equips frontline staff across every touchpoint with the skills, knowledge, and confidence to consistently deliver world-class visitor experiences.

Our Vision

To transform Abu Dhabi’s tourism and culture landscape by becoming the go-to centre of excellence for visitor experience training—empowering people, standardising skills, and elevating service standards across the emirate in line with global best practices.

Our Mission

Empower frontline workers through inclusive, sector-wide training programmes that build service excellence, cultural awareness, and visitor engagement skills.
Elevate Abu Dhabi’s reputation as a world-class destination by aligning service delivery with both national priorities and international benchmarks.
Standardize competencies across the tourism and culture ecosystem, ensuring consistency in visitor engagement at every touchpoint.
Foster lifelong learning through differentiated pathways, immersive learning, and continuous professional development opportunities.

What We Offer

Tailor-made Training Curriculums: Covering soft skills, hard skills, and managerial competencies designed specifically for tourism and hospitality roles.
Guidelines and Standards: Clear frameworks that ensure service delivery excellence across all visitor-facing interactions.
Recognition and Rewards: Structured pathways for professional growth, certification, and acknowledgment of service excellence.
Experiential Learning: Immersive, real-world training approaches that bring global best practices to life.
Continuous Innovation: Regularly updated content to reflect evolving trends in tourism, hospitality, and cultural engagement.

Our Approach

The VX Academy is built to create best-in-class training experiences, in collaboration with local stakeholders, international partners, and industry experts. Through the Academy’s Learning Management System (LMS) and hands-on programmes, DCT provides a comprehensive end-to-end professional development journey for tourism and hospitality professionals.

Why It Matters

For Visitors: Ensuring every guest experiences Abu Dhabi as welcoming, inspiring, and unforgettable.
For Frontline Workers: Offering clear pathways for growth, recognition, and continuous learning.
For Abu Dhabi: Reinforcing the emirate’s position as a world-leading destination known for authentic cultural experiences and service excellence.

Our Commitment

The VX Academy exists to raise the standard of visitor engagement across Abu Dhabi. By investing in people, processes, and innovation, DCT is ensuring that every visitor interaction reflects the spirit of Al-Midhyaf (genuine Emirati hospitality), setting new benchmarks for excellence and enhancing Abu Dhabi’s global standing.

Visit VX Academy Portal

Last Modified - 16/10/2025