The SHTM recently signed a Memorandum of Understanding (MOU) with the Abu Dhabi Tourism Authority (ADTA) to collaborate on the rolling out of educational strategies aimed at honing Abu Dhabi's ability to engage the rapidly emerging Asian outbound tourism market.

Under the MOU, the two organisations will cooperate on the staging of workshops and seminars for Abu Dhabi's industry stakeholders, share best practices and research findings, and jointly develop educational strategies, including custom-made executive development programmes for the ADTA's management and employees.

After the MOU signing, Professor Kaye Chon, SHTM Director, delivered two seminars to local industry professionals. He spoke about "Service Quality Management in the Asian Context" and the "Asian Paradigm in Hospitality and Tourism: Understanding and Profiting from the New Waves in the Hospitality and Tourism Industry".

The United Arab Emirates, of which Abu Dhabi is a part, has secured Approved Destination Status from the Chinese authorities, which will allow its main operators to proceed with group bookings. Indeed, Abu Dhabi has the key attributes desired by all Asian travellers – natural assets, cultural attractions, quality accommodation and, above all, a reputation for safety.

The ADTA recognises that Asian travellers have specific needs that must be addressed if it is to reach its full potential in attracting this segment, and wants to ensure that all within the destination are better equipped to fulfil the requirements of Asian tourists. In collaborating with the SHTM, one of the world's leading hospitality and tourism education institutions, the ADTA has a partner with the relevant experience and pedigree to assist it in meeting its goals.

The MOU demonstrates the ADTA's confidence in the SHTM's ability to deliver education to exacting standards, and the School will contribute to the advancement of the rapidly developing hospitality and tourism industry in the Gulf states.