Reimagining tourism services: What UAE entities can learn from mystery shoppers
Reimagining tourism services: What UAE entities can learn from mystery shoppers
Delivering exceptional customer experience (CX) in tourism isn’t just about scenic destinations or smooth visa processes. It’s about how easy, intuitive, and reassuring every digital and human interaction feels.
In the UAE, where innovation and service quality are national priorities, government entities are working hard to elevate every touchpoint.
But how can you truly measure the experience your customers are having? That’s where mystery shopping comes in.
Looking through the customer’s eyes
Ventures Middle East conducted a mystery shopping initiative to evaluate the online tourism booking services of a major UAE government entity. The study looked at interactions across websites, call centers, and support systems, benchmarking the real, lived customer experience.
The findings? Both encouraging and eye-opening.
“Great tourism experiences start online - with seamless navigation, compelling content, and fast, reliable support.”
Key highlights from the report
This report highlights what tourists experience when booking online from smooth transactions to moments of frustration. Backed by real mystery shopping data, it identifies both the wins and the weak spots across digital platforms, support channels, and service categories. Discover where the gaps lie and how UAE entities can close them.
- Overall service score: 74.1% for the quarter
- Significant boost in August performance, reaching 87%
- Smooth booking processes for certain services
Why this matters for public sector service leaders
Mystery shopping goes far beyond checking boxes. It helps you uncover blind spots, those moments of friction or confusion that internal audits often miss. For public sector entities operating in tourism, every second of delay or misdirection online can translate to lost trust and missed opportunities.
Whether you’re managing a digital booking platform, a tourism contact center, or a hybrid service model, these insights offer practical direction.
Download the full mystery shopping report to explore detailed findings, channel-specific breakdowns, and smart next steps.