After building a whole generation of regional brand advocates for Dubai Summer Surprises (DSS) over the last decade, the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM)– is writing a new chapter in the history of the DSS Apprenticeship Programme by expanding its reach to an international audience.
The 10th milestone year of the destination-marketing internship programme will see first-time participants India, Russia and China join the roster of regional markets including Iraq, Jordan, KSA, Kuwait, Lebanon, Libya, Morocco, Oman, Palestine, Qatar, Sudan, Syria, Tunisia, Bahrain and Egypt in addition to the UAE. Over 100 universities from across 19 markets were invited to nominate their top students to participate in the landmark edition of the programme.
Organised with the support of the programme’s long-standing strategic partner- The Emirates Academy of Hospitality Management (EAHM)– the internship will take place from August 3- 16, 2015. Winners will each receive an all-expense-paid trip to Dubai including return flights and a two-week stay at EAHM –one of the world’s leading hospitality business management schools and part of Jumeirah Group, a luxury hotel company and a member of Dubai Holding.
Laila Mohammed Suhail, chief executive officer, DFRE said, “As a programme that was inspired by the directive of Sheikh Mohammed Bin Rashid Al Maktoum, vice president and prime minister of the UAE and Ruler of Dubai, to facilitate the transfer of knowledge in the region, we are extremely proud to see the programme reach this huge milestone in its decade-long journey of learning, creativity and success.”
Since its inception in 2006, the DSS Apprenticeship Programme has become an institution, growing from two participating countries in its first edition to 17 in 2014. Over the past decade, the programme has given close to 100 young marketers the opportunity to work on one of the biggest tourism events and marketing success stories of the Arab world.
Suhail added, “This anniversary edition of the DSS Apprenticeship Programme is an excellent affirmation of Dubai’s commitment to positively tap into the potential of our greatest resources – the youth. Each year, we strive to establish excellence as our standard of training and mentorship in our efforts to provide young and dynamic students an internship experience like no other. In this milestone edition of the programme, we are looking forward to extending the same to our first three international apprentices from India, Russia and China and see them become Destination Dubai’s young international brand ambassadors.”
Ron Hilvert, managing director, The Emirates Academy of Hospitality Management said, “We would like to congratulate DFRE on achieving this huge milestone with the DSS Apprenticeship Programme. As the programme’s strategic partner for the past four editions, it is our privilege to have closely witnessed its constant growth year after year. The 10th anniversary edition serves to showcase DFRE’s unflagging commitment to create innovative and experiential opportunities for young talent from the region and others parts of the world. We look forward to extending our support to DFRE once again in our shared vision of providing real-life learning experiences to tomorrow’s leaders.”
As part of their itinerary, students will be awarded the opportunity to gain hands-on training from industry leaders shaping the success of DSS – DFRE’s flagship festival and centerpiece of Dubai’s dynamic summer offerings – which will take place this year from July 23 to September 5, 2015. The apprentices will also benefit from close interactions with highly qualified industry veterans contributing to the ongoing development of the Destination Dubai brand. The agenda will open doors for multiple networking opportunities while providing them access to corporate mentors and helping them acquire inter-personal and professional development skills for life.
During the internship, all the students will also be invited to attend a number of workshops and key DSS events as well as explore the city’s attractions that reinforce Dubai’s position as a year-round family tourism destination, including the Burj Khalifa, Ski Dubai and Wild Wadi, to list a few.
Former participants of the programme have benefitted hugely from high-profile interactions with prominent Dubai-based and international entities including Facebook, MBC Group, Emirates, Dubai Airports, Emirates Flight Catering, Dubai FDI, Majid Al Futtaim Group, Emaar Retail and Roads and Transport Authority among others.