Dubai Customs launches “Executive Leadership” program to empower second- and third-tier leaders
Dubai Customs has launched the “Executive Leadership” program as the second phase of “Masar 33,” an integrated leadership development framework designed to prepare and empower second- and third-tier executives. The program aims to strengthen their ability to keep pace with rapid changes in the global customs landscape, supporting the Dubai Economic Agenda (D33) and reinforcing Dubai’s position as a leading global economic hub over the next decade.
The program’s launch event featured a special session highlighting My Life Lessons by His Highness Sheikh Mohammed bin Rashid Al Maktoum, drawing inspiration from his vision, leadership philosophy, and the principles that have shaped the UAE’s distinctive leadership model and culture of excellence.
The initiative reflects Dubai Customs’ commitment to investing in human capital by building a capable and future-ready executive leadership ecosystem. This system is designed to lead a smart, agile, and integrated customs framework that supports trade flows, enhances supply chain security, and advances Dubai’s ambitions as a global center for trade and logistics, in collaboration with leading international academic partners and in line with global best practices.
The program also contributes to Dubai Customs’ six strategic objectives: trade facilitation, enhanced security and compliance, revenue protection, strengthened economic partnerships, improved customer and stakeholder experiences, and sustainable institutional excellence.
The “Executive Leadership” program focuses on advanced management and innovation methodologies, strengthening strategic thinking and decision-making skills, and embedding a culture of institutional excellence. These efforts aim to improve performance efficiency, increase the customs sector’s agility in responding to global economic shifts, and empower national talent to play a central role in Dubai’s economic transformation.
Dr. Abdulla Busenad, Director General of Dubai Customs, emphasized that the program represents a strategic investment in people as the primary driver of institutional transformation and sustainable impact, supporting Dubai’s vision for leadership and long-term sustainability.
He noted that developing executive leaders has become a strategic necessity to enhance the customs sector’s readiness and strengthen its pivotal role in global trade. He added that building national leadership capabilities reinforces Dubai’s competitive position, aligning with the UAE’s ranking among the world’s top ten countries in the 2026 Soft Power Index.
Dr. Busenad further explained that the program serves as an institutional catalyst for empowering national talent and preparing Dubai Customs for future challenges, boosting innovation and organizational performance in support of the D33 economic agenda.
He concluded by reaffirming Dubai Customs’ commitment to adopting global best practices in leadership and customs operations and translating them into practical institutional applications that enhance efficiency, service quality, and a forward-looking culture driven by innovation and strategic foresight.
As part of “Masar 33,” the “Executive Leadership” program reflects Dubai Customs’ proactive approach to anticipating and shaping change by developing an integrated leadership system capable of leading the future.
Since its launch, “Masar 33” has delivered significant achievements, including operational improvement initiatives, the adoption of innovative digital solutions, and specialized training programs to enhance team capabilities across departments, further strengthening Dubai Customs’ position as a leading institution aligned with Dubai’s economic ambitions and future goals.