Al Anood Al Hashemi, Vice President of Organisational Culture and Impact, Dubai Holding Entertainment.In the entertainment industry, creativity is everything. It’s what sparks unforgettable moments, builds emotional connections with audiences, and ultimately sets brands apart. But creativity doesn’t happen in isolation. It thrives best when people feel valued, supported, and inspired to bring their best ideas forward. That’s why a people-first culture is not a “nice to have”, but rather a foundation of innovation in our industry.
In fact, this is increasingly recognized across the region. According to Gallup, nearly 29 per cent of employees in the UAE report being engaged at work, the highest rate in MENA and well above the global average of 23 per cent. Engagement at this level provides fertile ground for innovation, proving that when organisations’ prioritise people, creativity follows.
At Dubai Holding Entertainment, embedding our values into the DNA of our business means caring for our people at every level. We’ve created tools like our Idea Express suggestion platform and regular “coffee with the CEO” sessions so that every colleague’s voice is heard.
One of my favourite examples came when a team member suggested adding Braille signage at The Green Planet Dubai. Because we listened, and acted, a simple idea became a powerful step in making our rainforest attraction more inclusive and accessible. When employees see that their input matters, they feel inspired to help shape the future of the company.
This culture of listening and inclusion directly impacts our guest experiences. From introducing AMSAAN QR codes that allow the deaf community to access ride information in sign language, to providing autism and sign language training for our teams, we are constantly finding ways to make our attractions more welcoming.
Through our Green Network, colleagues champion sustainability initiatives that guests can see and feel, creating experiences that are not just entertaining, but meaningful. A collaborative workplace culture translates into collaborative guest experiences, where every visitor feels respected and included.
We are also seeing a broader shift in leadership styles across the region. A recent workplace report saw that 84 per cent of employees in the UAE and Saudi Arabia feel proud of their organisations, with accountability, achievement and commitment cited as key drivers.
This mirrors what I see daily, leaders placing people at the core of their strategy. At DHE, our CEO, Fernando Eiroa exemplifies this approach by listening to colleagues, introducing role rotations, and investing in career development. His leadership sets the tone for empowerment across the company, inspiring others to innovate and contribute with confidence.
This is critical, because trust with consumers is built on more than world-class facilities or exciting attractions. Guests return not only because of competence, but because of humanity and integrity, qualities that can only come from people. Every time a guest feels included, respected, and cared for, that trust deepens. And in an industry where experiences are the product, trust is the ultimate brand currency.
From my own experience, the single most powerful leadership tool is empowerment. When you give people authority and ownership, they don’t just follow instructions, they innovate, collaborate, and drive positive change. Empowered employees are confident employees, and confident employees create the kind of authentic, memorable experiences that keep guests coming back.
In an increasingly competitive regional entertainment landscape, creativity and innovation will always be key. But we must remember where they truly come from: our people. By putting culture at the heart of our organisations, we don’t just build stronger teams, we build stronger brands.
By Al Anood Al Hashemi, Vice President of Organisational Culture and Impact, Dubai Holding Entertainment
