‘Dubai-it’: The Initiative Defining a Decade of Excellence and Ambition for Residents
Dubai has introduced a new initiative termed ‘Dubai-it,’ which encapsulates the unique work philosophy that has shaped the aspirations of its long-term residents. Launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, this initiative aims to articulate the city’s ethos of achieving extraordinary results with speed and excellence.
Sheikh Mohammed defined ‘Dubai-it’ as a verb, stating that it signifies “to achieve something extraordinary with excellence in record time.” He emphasized that this concept reflects Dubai’s remarkable transformation from a desert landscape to a global metropolis within a short timeframe.
A Mindset of Excellence
Ritika Bhandari, Chief Human Resources Officer, noted that the term ‘Dubai-it’ resonates deeply with her experiences over the past 15 years in the city. She remarked that the expectation in Dubai is straightforward: to think big, act swiftly, and execute with exceptional quality. Bhandari highlighted the city’s effective management during the COVID-19 pandemic, where rapid testing centers and vaccination programs were established alongside clear safety protocols.
She pointed out that Dubai’s response to recent regional tensions demonstrated its commitment to safety and stability. While global headlines may have created anxiety, the city maintained robust security measures, ensuring that schools, businesses, and essential services continued to operate smoothly. This ability to provide stability fosters trust among residents, investors, and businesses.
Embracing Technology
Bhandari also emphasized Dubai’s proactive approach to technology. Many services, including visa applications, healthcare appointments, and banking, can now be completed digitally in minutes. This level of convenience reflects years of meticulous planning and execution. For her, ‘Dubai-it’ transcends mere branding; it embodies a work philosophy she intends to apply in her daily life.
She expressed a desire to ‘Dubai-it’ in shaping the future of work, particularly in the realm of artificial intelligence (AI). With over two decades in HR, Bhandari has witnessed significant shifts in the workplace, but she believes that AI is uniquely transformative. Her mission is to help organizations embrace this change with confidence, ensuring that technology enhances human potential rather than replaces it.
Redefining Possibilities
Canadian expat Amer Bitar, who moved to Dubai from Montreal in 2006, shared his initial impressions of the city. He recalled arriving with “two suitcases and no real sense of what I was walking into,” only to quickly recognize that he was in a place where things progressed at an unprecedented pace. Bitar noted the rapid development of Dubai Media City, which rose alongside the infrastructure designed to support it.
He contrasted this with the lengthy planning processes typical in Canada, stating that in Dubai, ambition was not contingent on waiting for permission. This early exposure reshaped his perspective, prompting him to ask, “What’s actually stopping us?” rather than “How long would this normally take?”
Bitar’s fascination with Dubai’s dynamism led him to pursue a PhD in management, focusing on the leadership of Sheikh Mohammed. His research culminated in a book published in 2020, which explores how effective leadership can build a global hub from scratch. He applies the lessons learned from his research in his role as CEO of a brand management agency.
A Lasting Impact
Bitar has shifted his approach to timelines, no longer viewing them as fixed ceilings. He has witnessed Dubai’s leadership consistently challenge these limits. Raising children in a city that reinvents its skyline every few years has instilled in them a sense of urgency regarding progress.
He also expressed that the ‘Dubai-it’ initiative has validated his long-held beliefs about the city. For years, he struggled to articulate what made Dubai unique to friends and family back in Canada. The introduction of ‘Dubai-it’ provided a term that encapsulated his experiences, offering recognition rather than nostalgia.
The initiative not only reflects the ambitions of residents but also serves as a testament to Dubai’s commitment to excellence and innovation. As the city continues to evolve, the principles embodied in ‘Dubai-it’ will likely influence future generations and shape the trajectory of its development.
Source: www.emirates247.com
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Published on 2026-07-08 17:43:00 • By the Editorial Desk
