Building a Culture of Belonging: How Dubai Holding Entertainment is Supporting Autism Inclusion

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.



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Shaping an Inclusive Future: Investing in Dubai to Help Establish the City as the Global Leader in Accessibility Across Hospitality, Healthcare, Education, Technology, and the Workplace

IBCCES is proud to announce the achievement of a major milestone: the designation of Dubai as a Certified Autism Destination™️ (CAD)—a globally recognized benchmark for accessibility. Many organizations across a variety of industries have earned the designation has a Certified Autism Center™ (CAC) which ensures that individuals with autism and their families have inclusive and supportive options when visiting. This citywide designation affirms Dubai’s leadership in building inclusive experiences across hospitality, recreation, and public spaces; however, this is only the beginning.

CAC partners map across Dubai

Following this historic achievement, IBCCES is expanding its footprint in the UAE to support a comprehensive vision of inclusion. Our next phase of work will bring the same rigorous standards and impact-driven programs into healthcare, education, the workplace, and technology—furthering our commitment to improving quality of life for People of Determination (POD) throughout the region.

Through strategic collaborations with government authorities and leading private sector partners, IBCCES is driving change across sectors by delivering certification programs rooted not only in awareness—but in depth and clarity. Our approach fosters long-term cultural transformation and measurable outcomes that create lasting value for our partners and the communities they serve.

“Accessibility is not a feature—it’s a foundation,” says Myron Pincomb, board chairman of IBCCES. “Our expansion in the UAE is built on results, not rhetoric. Together with our partners, we’re creating environments that empower People of Determination and redefine what true inclusion means.”

The value of IBCCES programs is already being realized. Partners across industries have reported a tangible return on investment (ROI) post-certification, including enhanced guest experiences, increased visitation, staff retention, and alignment with ESG goals. Our holistic model provides the tools organizations need to lead with purpose and strengthen community trust.

This new chapter includes initiatives such as:

Inclusive Healthcare: Equipping clinics and hospitals to provide compassionate care through tailored training for medical professionals and caregivers.

Workplace Accessibility: Supporting employers in hiring, retaining, and promoting POD through structured guidance and certification programs.

Inclusive Education: Aligning with the UAE Inclusive Education Policy to train educators and promote wellbeing and mental health in schools.

Tech-Enabled Access: Expanding the IBCCES Accessibility App to connect families with certified services, resources, and inclusive experiences across the UAE.

⁠ Introducing new programs for vision and hearing accessibility, expanding IBCCES’ certification and training beyond cognitive differences to support individuals with a broader range of sensory needs.

IBCCES has already partnered with leading organizations across Dubai and the globe to advance accessibility and inclusive service. Certified and collaborating partners include Dubai Airports, Emirates, Hilton Hotels, Rixos Hotels, Dubai Holding Entertainment, Atlantis Dubai, Emaar Entertainment, Emaar Hospitality, and Dubai Municipality, among others. These partnerships reflect a growing commitment from top brands to create a more inclusive guest and patient experience across travel, hospitality, and healthcare.

As we grow, the demand for our programs continues to surge. Recent POD-focused events have been met with overwhelming enthusiasm, with over 300 families currently on a waiting list to participate. These experiences underscore the community’s need for inclusive opportunities—and our responsibility to scale these efforts with care and commitment.

Compilation of images from POD Events arranged by IBCCES and CAC partners

Reaffirming our shared vision to transform Dubai into the global standard for accessibility. These community events reflect the collective commitment to a future where POD are empowered not just as guests or patients, but as innovators, leaders, and valued members of every community.

IBCCES remains steadfast in its mission to create impact through expert-led training, data-driven certification, and continuous improvement. As our network of certified partners grows, so does the reach and depth of our influence—bridging policy with practice and vision with meaningful action.

Together, we’re not just removing barriers. We’re building a blueprint for inclusive excellence—one that inspires global transformation and ensures People of Determination are at the heart of every innovation.

IBCCES - GCC Team

About IBCCES

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. IBCCES works in over 111 countries and provides training in 8 languages, and its programs have been recognized around the world as the leading benchmark in training and certification.

In addition to individual certification programs, IBCCES partners with cities, destinations, and organizations on initiatives like the Certified Autism Destination™ (CAD) and Autism Certified City™ (ACC), ensuring autistic and sensory-sensitive residents and visitors feel welcomed and safe. Destinations that achieve the CAD designation have completed a specialized program that ensures a multitude of recreation, hospitality and entertainment organizations have completed an autism and sensory-sensitivity training, certification and IBCCES facilities review process. The ACC designation expands on that program and includes IBCCES training and certification for the public safety, education, healthcare and workplace sectors.

IBCCES also created the Accessibility AppAutismTravel.com, and CertifiedAutismCenter.com – free resources for individuals with a variety of neurodiversities and disabilities, listing certified locations and connecting individuals to other resources and each other.

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.



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A Hospitality Landmark in Inclusivity: Inside Al Jaddaf Rotana’s Journey to Becoming a Certified Autism Center™

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.

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.



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Growing a Jungle for All: The Green Planet’s Journey to Become a Certified Autism Center™

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.

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.



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Advancing Inclusive Hospitality: Address Beach Resort Supports Dubai’s Certified Autism Destination™ Initiative

As Dubai works to establish itself as a Certified Autism Destination™ (CAD), luxury hospitality providers are playing a critical role in reshaping the guest experience to be more inclusive. Among the leaders in this movement is Address Beach Resort, a flagship property under the Emaar Hospitality Group. Spearheading these efforts internally is Sity Nurhayati, Quality and Brand Experience Specialist, who has helped guide the resort through the rigorous process of becoming a Certified Autism Center™ (CAC) with the International Board of Credentialing and Continuing Education Standards (IBCCES).
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Creating Inclusive Experiences: Dubai Aquarium’s Journey to Becoming a Certified Autism Center™

At the heart of Dubai’s bustling downtown, nestled within the iconic Dubai Mall, lies the Dubai Aquarium and Underwater Zoo, operated by Emaar Entertainment LLC. More than just a showcase of marine life, the attraction is now also a symbol of inclusivity and accessibility, thanks to its efforts in becoming a Certified Autism Center™ (CAC). As part of Dubai’s larger initiative to become a Certified Autism Destination™ (CAD), the International Board of Credentialing and Continuing Education Standards (IBCCES) team sat down with Solomon Ekwaro, a Trainer at Emaar Entertainment LLC, to explore the Aquarium’s transformational journey and the meaningful impact it has had on staff, guests, and the broader community.
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Championing Inclusive Hospitality: JW Marriott Hotel Marina Leads the Way

In the heart of Dubai Marina, the JW Marriott Hotel Marina is setting a powerful precedent for inclusive travel. As part of Dubai’s pioneering movement in the Middle East to become a Certified Autism Destination™ (CAD), the hotel earned its Certified Autism Center™ (CAC) designation through IBCCES. We sat down with Mar Falguera Garriga, the hotel’s former Head of Quality, to explore the journey behind the certification, the cultural shifts it inspired, and what it means for the future of hospitality in Dubai and beyond.
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The National Museum of the Great Lakes Renews Certified Autism Center™ Designation, Continues Enhancing Accessibility for Visitors

The International Board of Credentialing and Continuing Education Standards (IBCCES) proudly renews The National Museum of the Great LakesCertified Autism Center™ (CAC) designation. This certification renewal proves the museum’s dedication to create a welcoming and supportive environment, equipping staff with the skills and resources to best assist and support every visitor, especially autistic and sensory-sensitive individuals.
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Al Jaddaf Rotana Suite Hotel Achieves Certified Autism Center™️ Status, Enhancing Dubai’s Commitment to Inclusivity

Al Jaddaf Rotana Suite Hotel has achieved the Certified Autism Center™ (CAC) designation, awarded by the International Board of Credentialing and Continuing Education Standards (IBCCES). This certification recognizes the hotel’s dedication to creating an inclusive, welcoming environment for autistic and sensory-sensitive individuals, ensuring accessible and supportive services for all guests. Through the CAC certification, the hotel’s team has been equipped with essential training to enhance their understanding and support of autistic guests and their families.

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Dubai Parks Hotel LLC Achieves Certified Autism Center™ Status, Contributing to Dubai’s Accessibility Movement

The Lapita, Dubai Parks and Resorts, Autograph Collection joins the movement towards helping the community and earns the Certified Autism Center™ (CAC) designation. This certification is awarded by the International Board of Credentialing and Continuing Education Standards (IBCCES) to organizations that demonstrate a high level of commitment to ensuring their services are accessible and accommodating to autistic and sensory-sensitive individuals. Through this certification process, the staff received training to best equip them with the knowledge and resources needed to provide a great experience for autistic guests and their families.

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