SPARK launches Maharat for Tourism e-learning hub in the UAE with support from Google.org

SPARK, in partnership with EYouth and with support from Google.org, has officially launched on April 24 in the Maharat for Tourism E-Learning Hub in Abu Dhabi, UAE. This regional training initiative empowers job seekers and entrepreneurs with the digital tools and knowledge to thrive in a rapidly evolving tourism sector.

The launch comes as the UAE advances its National Tourism Strategy 2031, part of the broader “Projects of the 50” agenda aimed at economic diversification. With nearly 24 million visitors recorded in 2023, Abu Dhabi continues to solidify its position as a global destination and a model for inclusive, sustainable, and digitally enabled tourism development.

The Maharat for Tourism programme aligns with four core areas of the UAE's tourism strategy: creating a unified national tourism identity, diversifying tourism products, building local capabilities, and attracting investment. By delivering accessible, future-focused training, the programme supports national efforts to expand tourism’s contribution to GDP while promoting innovation and sustainability.

“The UAE is steadily advancing its national efforts to develop innovative and sustainable tourism while strengthening collaboration with key local and international stakeholders in the tourism sector. That’s why Maharat for Tourism plays a vital role in driving these efforts forward,” says Christel Bultman, CEO of SPARK.

The Maharat for Tourism E-Learning Hub offers free, flexible, and multilingual courses for aspiring professionals, SMEs, and policymakers. Key topics include sustainable tourism strategy, AI and digital tools, SME management, soft skills, event planning, and experiential tourism operations. Specialised modules for policymakers provide guidance on designing frameworks that balance economic growth with environmental and social impact.

Supported by Google.org, the platform also includes targeted training for small business owners, with tools to help them navigate and grow in the competitive tourism sector. “At Google, we believe in the power of technology to unlock opportunities for everyone.

SPARK's Maharat for Tourism e-learning hub supported by Google.org aims to equip young people and entrepreneurs with digital skills for the growing tourism sector, contributing to the UAE's tourism goals and creating economic opportunities,” says Marie De Ducla, Google Sector Lead - Travel, Retail, Consumer Goods & Services in MENA.

The programme will run until the end of 2025 and aims to reach 25,000 participants across the UAE, Saudi Arabia, Egypt, Qatar, Jordan, Tunisia, Lebanon, and the Palestinian territories. Beyond the online platform, Maharat for Tourism will host in-person workshops and events, helping learners apply their knowledge in real-world scenarios.

As the UAE prioritises community-based tourism, eco-friendly innovation, and private sector engagement, the Maharat for Tourism Hub serves as a critical enabler in preparing the region's workforce for the future of tourism.