In a groundbreaking move toward accessible tourism, Dubai was officially designated a Certified Autism Destination™ (CAD) in May 2025, the first city in the Middle East to receive this recognition. A cornerstone of this initiative is the certification of key hospitality providers, including Al Jaddaf Rotana Suite Hotel, which has earned the Certified Autism Center™ (CAC) designation from the International Board of Credentialing and Continuing Education Standards (IBCCES).

As part of Dubai’s broader vision to become a global leader in inclusive travel, Al Jaddaf Rotana’s participation underscores the hospitality sector’s role in shaping a more welcoming environment for all visitors, particularly those with autism and other cognitive differences.

Aligning with Dubai’s Vision for Inclusive Travel

Al Jaddaf Rotana’s pursuit of CAC certification reflects a proactive alignment with Dubai’s strategic priorities. Recognizing the growing need for neurodiversity-friendly travel experiences, the hotel initiated this process to enhance the guest journey and contribute meaningfully to the CAD initiative. The goal was not only to meet international standards for accessibility but also to cultivate a culture of empathy and support throughout its operations. Their team notes that, “As a hospitality provider, we believe that every guest deserves an exceptional experience, and prioritizing autism certification is a natural step toward achieving that goal.”

The hotel’s leadership emphasized the importance of evolving beyond traditional hospitality approaches to address barriers faced by neurodiverse travelers. This includes adapting services to support individuals with communication challenges, sensory processing differences, and the need for structured, predictable environments.

Certification Journey and Key Insights

During the certification process, Al Jaddaf Rotana staff completed specialized training in autism awareness, sensory accommodations, and effective communication strategies. One of the most impactful outcomes was a deeper understanding of how small environmental factors, such as lighting, noise levels, and signage, can significantly affect guest comfort.

The training revealed that inclusive design principles not only benefit autistic guests but also enhance the overall guest experience. The hotel then prioritized adjustments to ensure guests had access to quieter spaces, as well as providing directions and signage with greater clarity, and offering accommodating service protocols.

A notable challenge during implementation was identifying and addressing routine elements of the hotel experience that may inadvertently create stress for neurodiverse guests. Overcoming this required a shift in operational mindset, moving from reactive solutions to embedding inclusivity as a foundational principle with an emphasis on adapting their customer service to be more patient and flexible for accommodations.

Organizational Impact

Since achieving CAC certification, Al Jaddaf Rotana has observed a positive cultural shift internally. Staff members across all departments, from front desk to housekeeping, have adopted a more empathetic, flexible approach to service. The initiative has encouraged greater collaboration between teams and highlighted the importance of ongoing professional development in accessibility best practices. 

Beyond operational improvements, the certification has reinforced inclusivity as a core organizational value. This has influenced long-term planning and customer service strategies, positioning the hotel as a leader in accessible hospitality within the region.

Guest and Community Response

Feedback from guests has affirmed the value of the hotel’s efforts. Families of neurodiverse individuals have expressed appreciation for the thoughtful accommodations and trained staff, citing reduced travel-related stress and an improved sense of comfort and belonging. In some cases, guests specifically chose Al Jaddaf Rotana due to its CAC designation, reflecting a growing market demand for autism-certified travel experiences.

Internally, staff have reported greater confidence in interacting with neurodiverse guests and a broader understanding of how inclusive practices contribute to guest satisfaction and loyalty. For many employees, the training has also enriched their interpersonal skills beyond the workplace.

Contributing to a More Inclusive Dubai

As a CAC, Al Jaddaf Rotana plays a pivotal role in advancing Dubai’s goal of becoming a truly inclusive destination. The hotel serves as both a service provider and an advocate, promoting autism awareness within the hospitality industry and encouraging other establishments to pursue similar initiatives.

Looking ahead, the hotel plans to build on this foundation by refining its offerings, expanding sensory-friendly spaces, and continuing staff development. Collaboration with autism advocacy organizations is also under consideration to ensure alignment with evolving guest needs.

Looking Forward

Al Jaddaf Rotana Suite Hotel’s certification as a Certified Autism Center™ represents more than an operational achievement, it marks a commitment to inclusive excellence that aligns with Dubai’s strategic vision. By prioritizing accessibility and embracing the principles of universal design, the hotel is not only enhancing the travel experience for neurodiverse guests but also setting a benchmark for the global hospitality industry.

To further support inclusivity efforts, Dubai’s CACs are featured on the IBCCES Accessibility App, which is free to download. This app provides individuals with a variety of disabilities with real-time guidance on certified locations, sensory-friendly spaces, and tailored recommendations. By connecting users to locations worldwide, employment opportunities, and access to several other accessibility resources, the Accessibility App helps individuals with disabilities better navigate life and get the most out of daily activities.

Delivering the global standard for training and certification in the fields of autism, neurodiversity, and accessibility, IBCCES provides a series of certification programs that empower professionals to be leaders in their field and improve the outcomes for the individuals they serve. For over two decades, IBCCES has been a global leader, setting the industry standard in autism and cognitive differences training.

About Dubai Holding
Dubai Holding is a diversified global investment company with operations in 13 countries and employing over 20,000 people. Established in 2004, Dubai Holding touches the lives of millions of Dubai residents and visitors through its extensive portfolio of over AED 130 billion worth of assets that support the diversification and sustainable growth of Dubai’s economy across 10 key sectors: Real Estate, Hospitality, Leisure & Entertainment, Media, ICT, Design, Education, Retail, Manufacturing & Logistics and Science.