According to a recent BQ Magazine article (2015), the United Nations estimates over 9 million people living in the UAE as of April 2015. According to Euromonitor International’s report entitled United Arab Emirates in 2030: The Future Demographic (2013), this number will increase to 10.6 million in 2030 where 88.2% is comprised by foreign citizens and expatriates. A recent report states that 72% of expatriates have only very little knowledge about the UAE’s customs and language.
Eton Institute, a leading international language & professional development training provider, highlights the Emirati culture through language learning activities to the growing communities of over 200 nationalities across the UAE.
Paving the way for Mobile Learning through innovative tools, Eton Institute introduced Social Learning by offering free Emirati Arabic lessons via WhatsApp and popular social media platforms. It allowed over 500 subscribers to learn new words and phrases daily making it Eton Institute’s largest language lesson. It started on 1st November 2015 and will end on 2nd December 2015 in celebration of UAE National Day.
Eton Institute also unlocked the Emirati Arabic language on its newest free multi-language app, Langu.ag, enabling learners to access a complete set of words and phrases for effective use of the language on the go. The free access will end on 30th December 2015.
As part of its ongoing commitment to promote language and cultural understanding, Eton Institute organized a Free Introductory Arabic Course and an Arabic Cultural Evening this November. The events featured Emirati cultural insights and language lessons delivered by native instructors.
“With the massive support Eton Institute has been receiving since we launched the activities, we are overwhelmed by how people show their appreciation to the language and culture of the UAE. We are always looking for new initiatives to promote the rich Emirati culture and preserve the local heritage in our own way,” commented Moaz Khan, Marketing Director at Eton Institute.
Aside from cultural awareness, learning a new language is a considerable advantage when looking for employment. According to a Bayt.com survey (2014), around 51% of the UAE employers choose candidates with good communication skills in both English and Arabic. “89% of our clients said that multilingual employees add value to the workforce while 88% stated that recruiting team members with language skills is important to their organization. Eton Institute provides the first step to motivate the expat population in taking a language course for career advancement,” added Moaz Khan.