News DeskDubai, UAE – The UAE Ministry of Sports hosted the second edition of its 2025 ‘Customer Councils’ on Thursday at Oxygen Gym in Dubai. The session brought together more than 30 key representatives from the country’s sporting ecosystem, including the National Paralympic Committee, Dubai Sports Council, Sharjah Sports Council, Fujairah Municipality, Sports Clubs, Private Sports Centres, and National Sports Federations.
The initiative, held under the umbrella of the national ‘We the UAE 2031’ vision and its ‘Forward Ecosystem’ pillar, reflects the Ministry’s ongoing commitment to boosting the quality and efficiency of sports services—particularly in the private sector. It also aligns with the federal Zero Bureaucracy programme, aiming to streamline service delivery and enhance customer satisfaction across the board.
Ministry officials highlighted the importance of adopting a customer-centric model in the development of sports services. “Customers are the best source of insight when it comes to identifying service challenges and presenting innovative ideas. These councils serve as open forums for creativity, where feedback directly shapes future strategies,” a spokesperson from the Ministry said.
During the session, participants discussed ways to improve licensing procedures, reduce redundant paperwork, and use digital platforms like Sportifai to simplify service access. The Ministry reaffirmed its goal of creating an integrated and intelligent service experience—one that improves governance and operational performance across the national sports sector.
Attendees welcomed the Ministry’s initiative, calling it a valuable platform for exchanging expertise, driving innovation, and ensuring sustainability in the UAE’s evolving sports landscape. They also stressed the importance of hosting such forums regularly to keep pace with the sector’s growing needs.
After the session, internal Ministry teams began analysing the feedback and suggestions provided, with a focus on identifying service gaps and mapping out enhancements. Officials noted that the entire initiative operates under the standards set by the Emirates Programme for Excellence in Government Services, ensuring transparency and accountability in the pursuit of smart, customer-first service delivery.
The Ministry plans to continue the series of ‘Customer Councils’ throughout the year, as part of its long-term strategy to build a dynamic and inclusive sports environment in the UAE.
