In an inspiring conversation with Alanood Alhashemi, Chief Human Capital Officer at Dubai Holding Entertainment, we gain insight into how a personal story, visionary leadership, and a commitment to inclusivity have led the organization to play a key role in Dubai’s transformation into a Certified Autism Destination™ (CAD). The journey, supported by the International Board of Credentialing and Continuing Education Standards (IBCCES), is more than a certification; it’s a cultural movement.

A Personal Call to Action

For Alhashemi, the decision to pursue the Certified Autism Center (CAC) designation began with a phone call from her CEO. Her boss had met Myron Pincomb, CEO and Chairman of the Board at IBCCES, and it had inspired him to introduce the vision of training and certification to the company and its affiliates. Alhashemi was immediately on board, as she related the autism diagnosis of one of her family members, which brought this need close to home. This initial spark quickly aligned with a broader vision and Dubai’s ambition, led by His Highness Sheikh Mohammed bin Rashid Al Maktoum’s vision, to become the most accessible city in the world. 

For Dubai Holding Entertainment, the certification was more than a badge, it was a pledge of inclusion. “The certification is not only a paper,” Alhashemi emphasizes, “it is a commitment, it is proof that we are including those people in our society. We want them to feel that they belong… so we are proud to say that we are certified with IBCCES in most of our assets.”

Building Awareness from Within

Internally, the initiative was met with enthusiasm. Alhashemi notes that Dubai Holding prioritizes the hiring of staff who are driven to acquire and utilize knowledge, and although this training was new to them, they were enthusiastic about it. Most of the organization’s staff underwent the training and certification provided by IBCCES. The training, she says, wasn’t dry or overly technical; it was engaging, practical, and most importantly, human. The training helped the team see beyond the technicalities and focus on empathy and respect. After attending the training, they are more confident in assisting all guests.

Making Inclusion Tangible

The commitment goes beyond training. Dubai Holding Entertainment hosted its own Inclusion Week at the Dubai Design District, creating what Alhashemi calls a “shelter of inclusion.” With the support of IBCCES, the team distributed sensory bags to guests, a gesture that created meaningful engagement with families and individuals who often face sensory challenges. The highlight of the week was when Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum visited their booth, accentuating the growing attention and validation the initiative is receiving. “We were the only ones there talking about people of determination,” Alhashemi notes proudly, “all the others there were talking about innovation, or creativity, but we tackled this segment from the society.”

A Shift in Organizational Culture

Alhashemi describes the certification as having a ripple effect across company culture. “It has brought our employees closer to our vision and mission,” she says. “This is always there, and they not only understand what we have done but they also believe in what we are doing”. Alhashemi speaks eloquently about the company’s overall strategy to increase awareness of the issues faced by people of determination and how the training they received through IBCCES raised awareness for employees who are now actively advocating for inclusion. In many ways, the training and certification have caused a shift that has made inclusion part of the company’s core.

From Personal to Professional Impact

When asked about any experiences that autism certification has had for guests, Alhashemi related a deeply personal one. She spoke about how she use to ask if her brother had taken his child to visit one of Dubai Holding’s properties, The Green Planet, a unique indoor rainforest and wildlife encounter exhibit, and her brother would often state that he would like to take his son, but was worried because his son has autism. Now, she says with the training and certification, they are certain that the Green Planet and others are well equipped and well trained to meet the needs of his son, and he looks forward to many upcoming visits. This personal transformation reflects a wider truth: inclusivity changes lives.

Leading by Example

Since beginning this journey, Dubai Holding Entertainment has seen a domino effect. At the beginning of the journey, Alhashemi believed that they would certify one or two destinations, but as she took the training and became aware of autism and the growing rate of diagnosis it made her realize how much of a priority accessibility and inclusion needed to be and now they have made a real commitment to move forward and continue to grow with this initiative. She is quick to credit leadership for this edge as well, with a top-down approach coming directly from the CEO. She remarks that now organizations want to make certification a priority, even recalling how Global Village’s leader had stated that they did not want to wait another season for certification. Over five of Dubai Holding’s properties are now certified, and they look forward to more in the coming years.

Looking Forward

Dubai’s Certified Autism Destination™ initiative is setting a new global benchmark for accessibility, and Dubai Holding Entertainment is proud to be at its forefront. The number of people and families that this initiative has touched is incredible, and it is only going to continue. The numbers are only one part of the story, however, as Alhashemi reflects on the value of feedback from those guests and their families as the real success story, which should be shared far and wide.

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.

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.

Tucked within the urban energy of Dubai, The Green Planet offers visitors a unique chance to explore a thriving indoor tropical rainforest. But beyond the lush canopy and the chorus of exotic wildlife, something even more meaningful has taken root: a commitment to inclusivity. As one of the first venues under Dubai Holding Entertainment to achieve Certified Autism Center™ (CAC) status with IBCCES, The Green Planet is helping pave the way for Dubai’s broader mission as a Certified Autism Destination™ (CAD).

This transformation didn’t happen overnight, and the International Board of Credentialing and Continuing Education Standards (IBCCES) team spoke with Associate Director Asma Al Hosani about the process and the organization’s vision for the future. Al Hosani spoke candidly about how the movement towards inclusivity began with a growing awareness among leadership and staff of the challenges many neurodiverse individuals and their families face in public entertainment and educational spaces. Recognizing these gaps, The Green Planet saw a chance to lead by example, making its immersive experience more accessible to all guests, regardless of their abilities.

Building a More Welcoming Environment

Dubai’s movement towards becoming a CAD represented a unique opportunity for the Green Planet. This initiative is deeply aligned with The Green Planet’s core mission to make nature education accessible and meaningful for everyone. As they progressed through the training and certification, the team discovered how even modest changes, such as clearer signage, better communication strategies, and quiet spaces, could make a significant impact on the comfort and safety of neurodiverse guests.

The training provided by IBCCES proved to be a turning point. Staff gained practical tools and a stronger understanding of how to support guests with autism. With sensory kits available on-site and guidance on how to respond to different situations, employees became more confident and prepared to assist all visitors thoughtfully and effectively.

A Shift in Organizational Culture

Becoming a Certified Autism Center has had ripple effects across the organization. Inclusivity is no longer seen as a special program, it is instead woven into everyday conversations and decision-making. Al Hosani stated, “[Certification] enriched our internal culture, there is now a stronger sense of empathy and purpose among our staff.” Staff have developed a greater awareness of invisible disabilities, which has led to more flexible and responsive operations, as well as leading to discussions on how they can continue enhancing the facility.

The transformation isn’t just internal. Visitors have noticed and appreciated the thoughtful additions. Families with autistic children and individuals with sensory sensitivities have praised the facility for its calm, understanding atmosphere. One particularly memorable moment came when a guest with visual impairments expressed how meaningful her visit had been, saying it was the first time she felt fully included and accommodated in a venue of this kind. The guest also noted that she was going to spread the word to the community so that others would be able to share her experience.

Supporting a Broader Vision for Dubai

As Dubai positions itself as a global leader in inclusive travel, The Green Planet is contributing by showing what’s possible. Its role as an iconic nature attraction makes it a natural leader in raising awareness and setting the standard for other venues. Through its participation in the CAD initiative, the organization is helping to foster a more accepting and welcoming environment for all travelers.

Inclusivity isn’t a one-time effort. Al Hosani notes, “Getting the certification has been just the beginning of the process for us, we are always looking for ways to improve and make the place more accessible.” They showcase their dedication with recent enhancements, like the introduction of braille signage to signal their ongoing dedication to accessibility. There’s a continuous search for new ways to improve, ensuring that the venue grows in step with the diverse needs of its community.

A Message for Other Organizations

For those considering the journey toward autism certification, The Green Planet’s experience offers a clear takeaway: approach it with sincerity and purpose. The impact extends far beyond guest satisfaction; it reshapes team culture, elevates service standards, and helps build a more inclusive society.

By combining immersive education with thoughtful accessibility, The Green Planet has shown that being inclusive and innovative can, and should, go hand in hand. In doing so, it’s creating not just a rainforest under glass, but a model of what inclusive tourism can look like in the heart of a global city.

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.