International development organisation SPARK, in collaboration with Parachute 16 and supported by Google.org, has launched the Maharat for Tourism programme, aimed at equipping 25,000 individuals across the Middle East and North Africa (MENA) region with digital and AI skills.
The initiative launched with an event in Riyadh, Saudi Arabia, attended by key tourism officials, entrepreneurs, and MSMEs, highlighting its goal to bolster sustainable tourism through modern technology.
The programme, which runs until the end of 2025, offers training in artificial intelligence, digital tools, and soft skills, aiming to create long-lasting job opportunities in the tourism sector. The Maharat for Tourism initiative will extend its efforts to Saudi Arabia, the UAE, Egypt, Jordan, and other MENA countries, with a focus on supporting job seekers, small business owners, and policymakers.
SPARK is known for fostering economic development through education and training programmes across emerging markets, and the Maharat for Tourism project is the latest in its efforts to drive sustainable economic growth.
Supported by Google.org, the programme includes a specialised e-learning hub that provides courses tailored to different aspects of the tourism industry, from SME management to experiential tourism.
“Our goal is to build a tourism sector that’s more sustainable, diverse, and prosperous for all by providing training in digital tools, AI, and essential skills while collaborating with governments to create better regulatory frameworks,” said Dina AlMasaeid Regional Programme Director of SPARK for Saudi Arabia.
As the programme progresses, SPARK will continue to engage with industry stakeholders and host workshops and events to empower a new generation of entrepreneurs and tourism professionals across the Middle East.
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