MODUL University Dubai hosts first-of-its-kind UNWTO Executive Training Workshop

MODUL University Dubai, a subsidiary of Dubai Investments [DFM: DIC], hosted the first-of-its-kind Executive Training Workshop on “Innovative Approaches to Destination Branding”, under the umbrella of the UNWTO/ UAE Tourism Leadership Programme, first launched in 2016.

This three-day workshop, held between May 1 and 3, involved two international experts who offered step-by-step practical methodology with short presentations, discussions, debates and extensive group work and practical activities.

This Executive Training Workshop, offered with MODUL University Dubai, counted with participation of industry professionals and government officials from Tourism Administration, who had the responsibility for the development, implementation and monitoring of the areas related to the workshop topic. The workshop followed UNWTO philosophy of Global Code of Ethics for Tourism and covered global tourism trends, brand types, experience economy, practical guide to branding strategy and the various branding strategies in action.

Zaid Maleh, Managing Director of MODUL University Dubai, said: “This was a landmark achievement for MODUL University Dubai to host the unique, first-of-its-kind workshop by UNWTO. Through this, the participants aimed to acquire knowledge on the tourism trends, understand key concepts on the brand types, and branding strategies and look at ways at developing a brand for a destination. This was a great learning curve for tourism and hospitality professionals in the GCC and region and we thank the UAE Ministry of Economy and UNWTO for their faith in MODUL University Dubai in hosting such a prestigious event.”

Prof. [Dr.] Edith M. Szivas, Programme Director for Tourism & Hospitality Department at MODUL University Dubai, was the UNWTO Workshop Academic Director and Coordinator; while Adam Bates – Director of Blue Sail, and Jesse Desjardins – Founder of fwNATION, were the UNWTO Workshop Facilitators.