Zayed University's 1st cohort of students in the Master of Arts in Communications (specialization in Tourism Communication) have recently commenced their studies in the first course of the two year program, which is the first of it's kind in the UAE and has been designed in response to the huge growth of tourism in the region, and internationally.

Dr. Sulaiman Al Jassim Vice President of Zayed University said: "The Master of Arts (M.A.) in Communications (Specialization in Tourism Communication) program was designed to empower professionals who seek to advance to upper-middle management and senior management levels in tourism organizations with the necessary knowledge and skills required for their success. It also aims to enable them to achieve academic and professional growth in their field, and contribute effectively to the growth of the tourism sector in the UAE.

He added: "The distinctive combination of communication and tourism capitalizes on proven graduate studies formulas at the best international institutions which offer communication and/or tourism degrees at the graduate level. It combines a broad theoretical, empirical, and professional in-depth knowledge of communications and media strategies in addition to understanding the concepts, systems and practices of tourism and special events. Graduates of the program will attain a global and regional understanding of current trends in tourism; develop critical, analytical and research competence in the study of communication and media as they relate to tourism, including measuring and understanding consumer trends; in addition to understanding the role played by new information technologies in the tourism industries; and learn strategies for developing integrated marketing communication campaigns that serve organizational and/or corporate objectives; and comprehend the linkages between tourism communications and local culture and heritage, especially in the U.A.E.

Dr. Marilyn Roberts, Dean, College of Communication and Media Sciences, Zayed University said: "As the College launches its first cohort specializing in Tourism Communications, participants will work diligently and help to shape the exciting landscape of careers in tourism in the UAE and other parts of the world." The World Tourism Organization (WTO) claims that tourism is currently the world's largest industry, and the world's largest creator of employment.  Tourism has also been identified as one of the most important sectors in the future of the United Arab Emirates.  Both Dubai and Abu Dhabi have set ambitious targets for the numbers of tourists they aim to attract in the next few years, and no other region is investing so much into the development of projects that will support and enhance the tourist experience.

Dr. Roberts added: "Graduate education in the College prepares participants to become professional communicators who can contribute to the nation building efforts of the UAE and its important industry sectors. Effective communication is critical to every aspect of people's lives.  Today's companies depend on communication professionals to create effective messages. Mastering the crafts of written, oral and visual communication, our graduate students will learn how to effectively take their innovation, strategic insights, and the art of storytelling about tourism to both domestic and international audiences."

On her part, Dr. Sheena Westwood, Associate Professor and Graduate Program Director, College of Communication and Media Sciences, explained that after completing the program, graduates will demonstrate a high level of competence, initiative and professionalism, and career opportunities include communications roles in tourism, hospitality and events enterprises, including employment in government departments and tourism development agencies, and any of the tourism industry's sectors, such as attractions, museums, transport, festivals, destinations and more."