Dubai Duty Free named world’s first autism certified airport retailer
Sunflower symbol adopted to aid travellers with hidden disabilities
DUBAI – Dubai Duty Free has achieved a historic milestone by becoming the world’s first Autism Certified airport retailer.
The recognition comes from the International Board of Credentialing and Continuing Education Standards (IBCCES), which awarded the Certified Autism Center (CAC) designation in acknowledgement of the retailer’s comprehensive staff training and commitment to creating a more inclusive shopping environment.
The certification positions Dubai Duty Free at the forefront of global retail inclusivity and forms part of Dubai’s broader initiative to become a Certified Autism Destination. The recognition follows Dubai Airports and Emirates Airlines, which previously became the world’s first airport and airline to receive the same certification.
Specialised training
More than 4,800 Dubai Duty Free employees, spanning terminals, concourses, and back-office operations, have completed specialised training designed to support individuals on the autism spectrum. Impressively, the training was completed at a 98.76 percent rate within just 26 days, enabling staff to provide informed, compassionate, and flexible service to travellers with autism or sensory sensitivities.
Speaking on the recognition, Ramesh Cidambi, Managing Director of Dubai Duty Free, said: “It is an honour to receive this certification from IBCCES. This milestone is a testament to our commitment to delivering inclusive service to our diverse customer base. It aligns with Dubai Duty Free’s broader efforts to enhance accessibility and inclusivity across our operations. This achievement reinforces the organisation’s belief that travel should be a safe and welcoming experience for everyone.”
The official awarding ceremony took place in September at Dubai Duty Free’s head office in Ramool. Present were senior figures including Salah Tahlak, Deputy Managing Director; Mona Al Ali, Senior Vice President – Human Resources; Bianca Raubenhaimer, Key Account Manager, IBCCES; Jeff Strachan, Associate Vice President – Business Operations, Dubai College of Tourism; and Maryam Allouz, Head of Tourism Industry Support, Dubai College of Tourism.
How will it help travellers?
As part of the certification, Dubai Duty Free is introducing a set of autism-friendly service practices across its retail outlets. These global best practices focus on empathy, respect, and adaptability for travellers with hidden disabilities or sensory differences.
One of the most recognisable features will be the adoption of the internationally known sunflower symbol, used globally to discreetly indicate hidden disabilities. Dubai Duty Free staff members will wear sunflower pins on their uniforms, while dedicated counters will display the sunflower symbol, offering easier access and clear visibility for those requiring additional support. Travellers wearing a sunflower lanyard will also have access to a sensory kit designed to provide comfort during their journey.
Additionally, each shift will have a designated ‘Autism Champion’ to ensure the consistent application of these measures across operations. The initiative also includes transaction support, communication standards, and heightened staff awareness to enhance the experience for autistic passengers and their families.
Commenting further, Cidambi highlighted: “These practices are a significant step in making Dubai Duty Free a more inclusive and supportive space for all travellers. We are happy to introduce measures that not only foster awareness but also provide meaningful support to individuals and families navigating hidden disabilities.”
When else will support be seen?
Dubai Duty Free will continue its efforts through broader engagement with accessibility initiatives. The retailer has partnered with the 7th edition of the AccessAbilities Expo as a strategic supporter. The event, considered the Middle East’s leading platform for disability inclusion, brings together governments, caregivers, families, technology vendors, and community leaders to enhance the lives of people with disabilities.
Beyond this, the Dubai Duty Free Foundation has a long-standing record of promoting inclusivity, particularly for people of determination. Through charitable and social empowerment initiatives, the foundation has worked for many years to improve integration opportunities and increase community participation for individuals with disabilities.