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.
Learn More About Becoming a Certified Autism Center™
Fill out the form below to connect with an advisor to discuss how your organization can become a CAC.
JUN