DTCM employees satisfaction levels far exceed international standards

The survey was conducted after two years of the implementation of a unique performance appraisal system, which includes 36 hours of mandatory training for each employee every year. This is a substantial improvement on the 30 hours of mandatory training provided for DTCM employees in 2004, 25 hours in 2003 and 18 hours in 2002.

The DTCM Director General, Mr. Khalid A bin Sulayem said: "We are constantly striving to offer the best possible opportunities to our employees to develop and work in an efficient workforce and create an ethical work culture. We are very happy to see that our hard work has paid rich dividends."

"Employee satisfaction is key to fulfilling our ultimate goal of establishing Dubai as the leading tourism destination and commercial hub in the world and to increase tourism share in the GDP," he added.

The appraisal scheme implemented by the DTCM for its employees is one of the latest and accurately designed programmes according to international criteria, aiming at upgrading the skills of employees and rewarding them with promotion whenever they meet or exceed the required standards.

Mr. Ibrahim Yaqoot, DTCM Manager Human Resources, said: "The main aim of the performance appraisal is to enable the organization to improve its efficiency by making its employees understand how it evaluates them.

"It also provides necessary support for staff to improve their own performance, to evaluate how employees adhere to DTCM values and behaviour, to identify and discuss future training and development needs and potential for development."

He said the performance appraisal has been implemented after the success of earlier HR programmes like the ADAAT, HAWAFEZ and the SMART suggestions scheme.

The HAWAFEZ is part of the department's efforts to encourage employees to contribute their best performance and get rewarded under various categories of the initiative. The employees are presented with certificates of appreciation and cash prizes at a special ceremony held at the DTCM Head Office.

The winners are adjudged in the following categories: Best Employee, Distinguished Supporting Employee, Distinguished Supervisor, Best Customer Service and Best Group/Team Work.
The DTCM in line with its commitment to excellence and quality has also introduced the 'Adaat' culture to inspire its employees follow the best norms, values and procedures to achieve the objectives.

Adaat (Arabic for behavior) has eight components to achieve triumph in every conduct. These comprise of values, respect, teamwork, communication, customer-focus, employee-focus, fostering innovation and commitment to the community. All these, if practiced together, will take the organisation to newer heights of accomplishments.

The DTCM has developed a suggestion scheme wherein its employees as well as the general public can make constructive suggestions or recommendations and track their status online.
A dedicated website www.dubaitourism.ae/smart is in place to help employees and the public put across their suggestions in addition to providing information about the scheme, its processes, usage and benefits.

The new suggestion scheme under the department's SMART initiative launched in 2001 is meant to boost the quality and standard of client services and instill commitment and confidence among its employees. It will encourage people to put forward their suggestions to develop effective systems and procedures to improve the overall performance of the organization.