DSS Apprenticeship Program’s Decade Long Journey of Learning Goes Global as India Come Aboard

After successfully building a whole generation of regional brand advocates for Dubai Summer Surprises (DSS) over the last decade, the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) – is writing a new chapter in the history of the multi award-winning DSS Apprenticeship Program by expanding its reach to an international audience.

The 10^th milestone year of the longest running destination-marketing internship program will see first-time participants India, Russia and China join the roster of regional markets including Iraq, Jordan, KSA, Kuwait, Lebanon, Libya, Morocco, Oman, Palestine, Qatar, Sudan, Syria, Tunisia, Bahrain and Egypt in addition to the UAE. Over 100 universities from across 19 markets were invited to nominate their top students to participate in the landmark edition of the program.

Organized with the support of the program’s long-standing Strategic Partner – The Emirates Academy of Hospitality Management (EAHM) – the internship will take place from 3 to 16 August, 2015. Winners will each receive an all-expense-paid trip to Dubai including return flights and a two-week stay at EAHM –one of the world’s leading hospitality business management schools and part of Jumeirah Group, a luxury hotel company and a member of Dubai Holding.

Commenting on the growth and development of the program over the last decade, H. E. Laila Mohammed Suhail, Chief Executive Officer, DFRE,said: “As a program that was inspired by the directive of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to facilitate the transfer of knowledge in the region, we are extremely proud to see the program reach this huge milestone in its decade-long journey of learning, creativity and success.”

Since its inception in 2006, the DSS Apprenticeship Program has become an institution, growing from 2 participating countries in its first edition to 17 in 2014. Over the past decade, the program has given close to 100 young marketers the opportunity to work on one of the biggest tourism events and marketing success stories of the Arab world. Named the Best Educational Program in the World in 2014 by the International Festivals & Events Association, the program has positioned itself firmly in line with the Expo 2020 Dubai theme of ‘Connecting Minds, Creating the Future.’

“This anniversary edition of the DSS Apprenticeship Program is an excellent affirmation of Dubai’s commitment to positively tap into the potential of our greatest resources – the youth. Each year, we strive to establish excellence as our standard of training and mentorship in our efforts to provide young and dynamic students an internship experience like no other. In this milestone edition of the program, we are looking forward to extending the same to our first three international apprentices from India, Russia and China and see them become Destination Dubai’s young international brand ambassadors,” H.E. Laila Mohammed Suhail added.

“We would like to congratulate DFRE on achieving this huge milestone with the DSS Apprenticeship Program. As the program’s Strategic Partner for the past four editions, it is our privilege to have closely witnessed its constant growth year after year. The 10^th anniversary edition serves to showcase DFRE’s unflagging commitment to create innovative and experiential opportunities for young talent from the region and others parts of the world. We look forward to extending our support to DFRE once again in our shared vision of providing real-life learning experiences to tomorrow’s leaders,” said Ron Hilvert, Managing Director of The Emirates Academy of Hospitality Management.

As part of their itinerary, students will be awarded the once-in-a-lifetime opportunity to gain hands-on training from industry leaders shaping the success of DSS – DFRE’s flagship festival and centerpiece of Dubai’s dynamic summer offerings – which will take place this year from 23 July to 5 September, 2015. The apprentices will also benefit from close interactions with highly qualified industry veterans contributing to the ongoing development of the Destination Dubai brand. The agenda will open doors for multiple networking opportunities while providing them access to corporate mentors and helping them acquire inter-personal and professional development skills for life.

During the internship, all the students will also be invited to attend a number of workshops and key DSS events as well as explore the city’s world-class signature attractions that reinforce Dubai’s position as a year-round family tourism destination,  including the Burj Khalifa, Ski Dubai and Wild Wadi, to list a few.

Former participants of the program have benefitted hugely from high-profile interactions with prominent Dubai-based and international entities including Facebook, MBC Group, Emirates, Dubai Airports, Emirates Flight Catering, Dubai FDI, Majid Al Futtaim Group, Emaar Retail and Roads and Transport Authority among others.

The screening process for the internship began with each participating university nominating its top six senior students from marketing, business administration, travel and tourism, event management and finance streams. Thereafter, each nominated student was requested to develop an original and well-researched essay on the topic: “What would you do differently for DSS 2015, in terms of promoting and positioning this event for your local market, if you were assigned the position of Chief Marketing Officer for DSS?”

An esteemed jury comprising senior DFRE executives and other marketing professionals will scrutinize the submitted applications on the basis of the criteria set out by DFRE which includes quality of writing and thoroughness in completing the required nomination documents. A high degree of ambition and potential to make valuable contributions for the betterment of DSS, are other important factors that will be taken into consideration by the jury before they shortlist a winner from each of the 19 markets. The names of the winners will be announced shortly.