Page 66 - MOS PR REPORT - JUNE 2025

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.

Following the Council, dedicated teams within the Ministry of Sports responsible for service
development and bureaucracy reduction began reviewing the proposals and feedback submitted
by federation representatives. These are being prioritised for implementation to support operational
excellence and raise service quality across the board.

These Councils are part of the Ministry’s wider efforts to enhance user experiences,
streamline administrative procedures, reduce documentation, and expand access to efficient,
tech-enabled sports services supported by technology and AI.

The move reflects the ministry's dedication to commitment to enhancing transparency and
flexibility in service delivery, in line with the objectives of "We the UAE 2031" vision, which aims to
position the UAE as one of the world’s most efficient and leading governments.

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2025/ar-AA1Ho5xK