Naumi Soul And Dubai Forge Partnership, Achieving Autism-Friendly Certification To Establish A New Standard For Inclusive Travel

Published on December 9, 2025

A groundbreaking initiative has been introduced to the Middle East hospitality sector, marking a significant commitment to inclusive travel. The achievement of Autism-Friendly Certification by the Naumi Soul Hotel in Dubai, the first property in the region for the Singapore-based Naumi Group, represents a pivotal moment. This certification was secured following an intensive collaboration with the Dubai Autism Centre (DAC), ensuring that the needs of neurodivergent guests and their families are not only accommodated but proactively addressed. The launch of this program establishes a new benchmark for accessible service delivery within the Emirate and the wider Gulf Cooperation Council area.

The Imperative for Thoughtful and Accessible Travel Experiences

In recent years, the importance of ensuring that travel and leisure activities are universally accessible has been underscored globally. For individuals with autism and their accompanying families, the experience of travel is often complicated by sensory sensitivities, unpredictable environments, and a general lack of understanding from service providers. These challenges frequently necessitate careful planning, which can restrict spontaneity and limit opportunities for family exploration. The move by Naumi Soul to actively pursue Autism-Friendly Certification was necessitated by the growing demand for, and ethical obligation toward, catering to this sizable and often underserved demographic within the tourism market.

It is widely acknowledged that the success of any hospitality venture is intrinsically linked to its connection with the local community. The view that each property serves as a gateway to the local environment was eloquently shared by Arshiya Jhunjhnuwala, Regional Director for ESG at Naumi Group. She elaborated that, as the group’s debut establishment in Dubai, a deeper community relationship was sought, alongside the aspiration to cultivate an environment where every visitor is genuinely welcomed.

Strategic Implementation of Sensory-Considerate Spaces and Staff Training

The core of this initiative lies in the dedicated staff training program, which was reported to be deeply rewarding. The program was designed to provide employees with a new perspective on service, moving beyond standard customer care to embrace compassionate, needs-based support. Bassam Zakaria, General Manager of Naumi Hotel Dubai, confirmed that working alongside the DAC and achieving this certification has been highly gratifying. He stressed the dedication of the property to establishing itself as a more inclusive travel and sensory-considerate destination.

The property’s commitment is framed within the context of Dubai’s broader metropolitan spirit and the strategic objectives outlined in the UAE’s National Autism Policy. Community engagement is considered the essential factor that imbues a property with its unique character, its very ‘soul,’ as emphasized by Mr. Zakaria. The primary goal is the creation of seamless experiences shaped precisely around the diverse requirements of guests, simultaneously reflecting the welcoming and progressive ethos of the host city. The success of the training was highlighted as irrefutable proof of what can be realized when collaborative efforts are unified by compassion and a shared commitment to understanding.

Alignment with the UAE’s Vision for Accessibility

The launch of this Autism-Friendly collaboration aligns perfectly with the UAE’s strategic governmental vision for social inclusivity and accessibility, particularly within the tourism and leisure sectors. The nation’s commitment, enshrined in the UAE’s National Autism Policy, calls for comprehensive societal support and integration for individuals with autism spectrum disorder. The hotel’s proactive adoption of the DAC’s certification standards serves as a tangible demonstration of how the private sector can actively contribute to realizing these national objectives.

In addition to the physical and procedural modifications, the initiative encompasses wider outreach. Inclusive programs are being routinely conducted, complemented by volunteer initiatives and broad awareness campaigns. These efforts are engineered to transcend the property lines, actively promoting greater understanding, empathy, and social connection within the greater Dubai community. The long-term impact is anticipated to extend far beyond the accommodation sector, influencing cultural attitudes and fostering a wider appreciation for neurodiversity throughout the region. The visibility of a prominent hospitality brand like Naumi Soul championing this cause sends a powerful message about the attainability of comprehensive accessibility in high-end service environments.

The Transformative Impact on Regional Tourism and Future Outlook

The pioneering step taken by Naumi Soul establishes a powerful precedent for other hotels and tourist establishments in the Middle East. It is now demonstrated that the integration of specialized needs does not detract from, but rather enhances, the standard of luxury and service provided. The certification is not viewed as a conclusion but as the foundation of an ongoing commitment to excellence in inclusive travel. The continuous engagement with the Dubai Autism Centre will ensure that the hotel’s practices remain current and aligned with best international standards and evolving research into neurodiversity.

This collaboration is expected to significantly influence travel patterns, encouraging families who might previously have avoided international trips due to concerns about appropriate accommodations to consider Dubai as a viable and welcoming destination. By providing specialized sensory-considerate spaces and highly trained personnel, the barriers to travel for the autism community are effectively lowered. This initiative transforms the Naumi Hotel Dubai, now operating under the Naumi Soul ethos, into a sanctuary where comfort and understanding are prioritized, ensuring that the act of traveling remains a pleasurable and enriching experience for every single guest. The positive ripple effect of this Autism-Friendly endeavor is poised to reshape the discourse on hospitality and inclusive travel throughout the Middle East for years to come.