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6/26/25, 9:15 AM Ministry of Sports holds first ‘Customer Councils’ of 2025 – UAE Business and Travel Insights – TotalUAE.com
Ministry of Sports holds first ‘Customer Councils’ of 2025

BY CONTENT ADMIN

ABU DHABI, 25th June, 2025 (WAM) — The Ministry of Sports held its first of the “Customer Councils” of 2025, under the Zero
Bureaucracy Programme. This reflects the ministry’s commitment to improving government services and boosting operational efficiency
across the sports sector.

The session was attended by Dr. Ahmad Belhoul Al Falasi, Minister of Sports, and Ghanim Mubarak El-Hajeri, Undersecretary of the
Ministry of Sports, alongside more than 40 representatives of national sports federations.

Dr. Al Falasi emphasised that organising the first Customer Council for 2025 reflects the ministry’s commitment to involving customers in
the development of sports services.

He stated, “At the Ministry of Sports, we operate according to a participatory approach based on innovation, integration, and flexibility. We
believe that true development begins with the customer, who is best positioned to identify challenges and propose practical solutions based on
their daily experience.

“In this context, Customer Councils serve as a key tool for direct engagement, identifying areas for improvement, and adopting proposals that
simplify procedures and reduce administrative burdens on customers, in alignment with the ‘Zero Bureaucracy’ programme, thereby
contributing to the UAE Government’s journey toward global leadership in delivering services that meet and exceed customer expectations.”

He added that the ministry launched the ‘Sportifai’ digital transformation platform, which primarily aims to digitise processes and accelerate
their completion to facilitate access to services. The platform also provides data to all sports entities in the country and connects them within
a unified ecosystem, utilising the latest technologies based on artificial intelligence and precise data.

Through this integration of direct engagement and digital transformation, we aim to offer a seamless, equitable, and flexible experience for all
users, while also enhancing service efficiency to support the future of Emirati sports.”

The ‘Customer Councils’ is one of several innovative government tools designed to enhance communication with stakeholders. It provides an
open and inclusive platform for exchanging ideas, addressing challenges, and identifying development opportunities.

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