Imagine you are a family of five members and one of you has a disability. You want to go on a trip but your plans could be foiled because of the special needs of that family member. Cancelling will be a heartbreak, but carrying on with the trip without that member will be a bigger heartbreak.
This scenario was laid out to me by Jeff Strachan, Associate Vice President, Dubai College of Tourism, the first tourism-based vocational college in Dubai. We were talking along the sidelines of the 2025 edition of the Arabian Travel Market at the World Trade Center in Dubai. On the first day of the 32nd ATM, the Sanad Card was launched. A connected event and a historic one.
The Sanad Card is the world’s first digital smart card dedicated to tourists of determination. Jeff, in fact the UAE Government itself, is committed to calling them ‘Persons of Determination.’ An empowering usage with an endearing swag. This takes special recognition of their abilities and achievements in different fields.
“This is the world’s first digital card issued upon arrival for tourists, and we are doing it in Dubai,” said Maitha Mohammad Al Shamsi, of the Community Development Authority, Dubai. “This reflects the Government’s commitment to inclusion, accessibility, and empowerment. We aim to be the global leader in creating barrier-free experiences for everyone.”
About a couple of weeks ago, it was on an Emirates flight traveling to Africa I first learnt about the Dubai Government’s earnest efforts at inclusiveness. April is international autism acceptance month and Dubai was going the extra mile to make everyone feel wanted, accepted. Jeff was on a program. April, he was saying, is the right month to have these discussions – and act on them.
Dubai had become a Certified Autism Destination, the first one in the eastern hemisphere. There was a staunch policy push towards creating inclusive spaces encouraging collaboration, a sense of belonging, and shared experiences. It all sounded very beautiful, and about time, and not just in Dubai. I wanted to know more.
Meeting Jeff at the ATM was a lovely coincidence. The Sanad Card announcement was the surprise. There was genuine cheer from the audience, everyone connected to travel and tourism industry. Travellers, travel agents, tech and other related suppliers. Pioneers, policymakers, startup courageous, all. Now, here was some serious, meaningful walking the talk underway. For the world to emulate. Bringing up the question, how replicable was this? How long did it all take? What next?
“Like everything, this too starts with a mission, followed by the vision and KPIs,” the teacher in Jeff explained, breaking it down. “We work with all stakeholders and convince them how our actions could result in bringing that one extra tourist. In the beginning the incremental number could be miniscule but it will swell exponentially when we world knows how Dubai takes care of everyone. And no one has to be left behind.”
Everyone in the family can head out now.
The Sanad Card has many warm features. Tourists of determination enjoys free public transport, free entry or discounts at top tourist attractions, special parking permits, discounted taxi fares, special rates at malls and restaurants, pharmacies, and telecom services. These bunch of benefits could also be an incentive to travel even. Jeff beamed when I pointed out in a ‘hey, that was the idea’ kind of way.
While most of the hospitality stakeholders in Dubai has been notified or are already aboard this noble bandwagon, there still remains a lot to be done. What a person/tourist of determination needs is empathy and kindness. And having a world of domain knowledge may not do it.
“What we, at the College of Tourism teach our partners in this mission is the need for flexibility and clear communication. Listen patiently to understand their needs and expectations, partake in their own enthusiasm or understand the lack of it. If their demand is feasible, do it. If it is not then offer practical alternatives without being dismissive. They must feel heard and valued, like anybody else.”
Training levels vary across different classes of hotels and tourism properties. But training is absolutely required. The curricula contains meeting their determination with thoughtful, solution-focused service. Collaborate, at times even innovate, to rise up to challenges without compromising your property’s standards. The College’s training division encourages documentation to ensure consistency and accountability – all towards transforming the journey into a memorable one. The Sanad Card is a good start.
Visiting tourists of determination will get the Sanad Card within 24 hours of their arrival. Foreigners will have access to and enjoy the same benefits as a Sanad Card holder living in Dubai does. The launch was the outcome of many studies conducted by the Dubai Economy and Tourism Department under whose aegis is the College Tourism. “We have more plans in place to ensure people of determination have access to all the services they might require and the sights they might enjoy during their visit to Dubai,” Maitha promised. “This is one way we will ensure that Dubai is the best city to visit for everyone.” More warmth on the way.
Suggested tagline for Sanad: Will to travel.
