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Jumeirah Group launches campaign to promote locals' hiring for Dubai jobs

The Jumeirah Group has launched a campaign on social media called #BeTheHost towards Emiratisation encouraging UAE nationals to pursue careers in hospitality.

DUBAI: The Jumeirah Group has launched a new Emiratisation initiative to encourage UAE nationals to pursue careers in hospitality.

The campaign on social media is called #BeTheHost. It will be launched through the Jumeirah Arabic account on Instagram @Jumeirah.Arabic.

"At Jumeirah we are fully committed to hiring, developing and retaining Emiratis who are keen to start a career in hospitality and tourism. Jumeirah is the leading Hospitality Company in Emiratisation, and we believe Jumeirah Group's 'National Graduate Management Programme' is the first national leadership programme launched in the UAE hotel industry in 2010. Hospitality is a key fabric of Emirati culture, and the Emiratis in Jumeirah play the role of the ambassadors of hospitality," the Jumeirah Group says in its campaign.

“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. As an outsider’s first gateway to the city’s culture, hotels provide a platform to showcase our traditions and serve as ambassadors of national heritage,” said Nabil Ramadhan, Group Chief Human Capital Officer, Jumeirah Group, according to

The plan is in sync with the campaign of the Department of Tourism and Commerce Marketing’s #AnaDubai (‘I am Dubai’) Emiratisation campaign. The target is UAE nationals working in tourism to be up by 15 per cent every year until 2020.

The report said Dubai’s hospitality industry is expected to be the key driver of the job market ahead of Expo 2020, given that 70 per cent of the 25 million visitors expected during the event will originate from outside the UAE.

Burj Al Arab, Jumeirah at Etihad Towers, Jumeirah Beach Hotel, Jumeirah Zabeel Saray and Madinat Jumeirah are some of the hotels that come under the brand.

October 16, 2015

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