Case Study: Empowering Sustainable Tourism: The Transformative Impact of the 2024 English For Tourism Program
Overview
In 2024, the Tourism Academy | tourismacademy.org, in partnership with Red Sea Global and EduGuideKSA, embarked on an ambitious project to equip communities surrounding the Red Sea development with the language skills and professional competencies needed to thrive in the burgeoning tourism industry. The English For Tourism program, a six-month intensive training initiative, resulted in nearly 3,000 graduates, each certified and prepared to contribute to the sustainable tourism workforce in this unique region.
Background
The Red Sea development project represents one of the world’s most ambitious tourism undertakings, with sustainability at its core. As part of the project's commitment to the local communities, Red Sea Global recognized the need for education and training that would enable residents to participate in and benefit fully from the tourism sector. This led to the creation of the English For Tourism program, designed to address the dual needs of language proficiency and professional development.
Program Design
The program was meticulously designed to offer a comprehensive and flexible learning experience:
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Live Coaching and Tutorials: Participants had access to expert coaching and tutorials, allowing for real-time feedback and guidance.
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Online Self-Paced Lessons: Recognizing the varying schedules and commitments of participants, the program offered online self-paced lessons that could be accessed at any time.
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Live Instruction from Dr. Rehab Daif: A cornerstone of the program, Dr. Rehab Daif's live instruction provided participants with deep insights and practical knowledge, ensuring a robust understanding of the tourism industry's language requirements.
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Practical Assessments and Engaging Exercises: The program emphasized hands-on learning, with practical assessments and engaging exercises that simulated real-world scenarios in the tourism industry.
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App-Based Support: Participants benefited from app-based tools that offered additional support and resources, making learning accessible and continuous.
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High-Profile Guest Speakers: The program featured guest speakers from various sectors of the tourism industry, providing participants with diverse perspectives and invaluable networking opportunities.
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Personal Visit from Stephen Ekstrom: Tourism Academy's CEO and Co-founder, Stephen Ekstrom, visited the region, further enhancing the program’s impact by participating in activities such as the regenerative mangrove forest project with Red Sea Global.
Execution
The program was executed with precision and adaptability. The collaboration between the Tourism Academy, Red Sea Global, and EduGuideKSA ensured that the program was not only relevant but also deeply rooted in the needs of the local communities.
Key to the program’s success was its strategic alignment with Red Sea Global’s sustainability initiatives. The inclusion of the regenerative mangrove forest project highlighted the commitment to environmental stewardship and provided participants with a tangible connection to the region's sustainable development goals.
Outcomes
The English For Tourism program achieved remarkable results:
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3,000 Certified Graduates: Nearly 3,000 participants completed the program, earning certifications that signify their readiness to join the tourism workforce.
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Enhanced Language Proficiency: Graduates demonstrated significant improvements in English language proficiency, equipping them with the communication skills necessary for success in the tourism industry.
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Professional Competency: Beyond language skills, participants gained valuable insights into the tourism sector, including customer service, cultural sensitivity, and sustainable practices.
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Strengthened Community Engagement: The program fostered a sense of pride and ownership among participants, who are now better prepared to contribute to their communities' economic development.
Feedback
The feedback from Red Sea Global was overwhelmingly positive. A spokesperson stated, "You have been a reliable partner, and it was my privilege working with you. Your dedication and dependability are of first-class standards. You have fulfilled your assignment in full and beyond expectations, as demonstrated by the outcome of this program. You have exemplified a vision and mission of excellence through a great capacity in delivering training, managing teaching, and reporting. You also have shown attributes of great professionalism, integrity, and flexibility, along with your sophisticated expertise. So, thank you for that!"
Stephen Ekstrom, CEO and Co-founder of the Tourism Academy echoed this sentiment, saying, "This program stands as a testament to what can be achieved when organizations come together with a shared vision of advancing education and sustainable tourism. We are immensely proud of the nearly 3,000 graduates who are now equipped to lead the future of tourism in this remarkable region."
Marwan Al-Rashidi, a program participant, shared his experience, stating, "I believe that you are the best teachers I have ever seen in my entire career. Thank you for all the information I gained from you. I hope we will meet soon. Thank you, everyone!"
Conclusion
The 2024 English For Tourism program serves as a model for effective collaboration in education and sustainable tourism development. By combining language training with professional skills development and aligning with local sustainability initiatives, the program has not only empowered individuals but also contributed to the long-term success of the Red Sea tourism project. The partnership between the Tourism Academy, Red Sea Global, and EduGuideKSA is a shining example of how strategic alliances can create lasting positive impacts on communities and industries alike.
Next Steps
Building on this success, the Tourism Academy, Red Sea Global, and EduGuideKSA are exploring further collaborations to continue empowering local communities and advancing sustainable tourism practices. Future initiatives will aim to expand access to education and training, ensuring that more individuals can benefit from the growing opportunities in the tourism industry.
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