Majid Al Futtaim launches accessibility initiative across UAE destinations
Dubai, UAE – Majid Al Futtaim (MAF) has announced the rollout of the internationally-recognised Hidden Disabilities Sunflower Programme across its UAE portfolio of shopping malls, retail outlets, entertainment venues and communities, reinforcing its commitment to inclusivity, accessibility and customer-experience transformation.
Under this landmark initiative, visitors with non-visible disabilities or unique support needs will be able to signal their requirements via a subtle “Sunflower” green lanyard or badge. Frontline teams across MAF outlets—including flagship brands like Carrefour, VOX Cinemas and Ski Dubai—will be trained to recognise the symbol and provide tailored assistance and empathy-driven support to ensure that every guest can enjoy the destination fully.
According to Ahmed Galal Ismail, CEO of Majid Al Futtaim Holding:
“Inclusion is not just a principle, it’s a promise. We are proud to launch the Hidden Disabilities Sunflower programme across our UAE assets, as a meaningful step forward in our journey to create environments where every individual feels recognised, respected, and empowered.
Programme details & rollout
- The Sunflower lanyard will be available at customer-service desks at MAF’s high-footfall venues across the UAE by end of the month.
- MAF says that this move builds on its “Dare Today, Change Tomorrow” sustainability strategy, which emphasises accessibility, diversity, equity and inclusion across its businesses and communities.
- The training modules for staff go beyond mere symbol recognition: they include modules on empathy, identifying non-visible disability needs, discreet support techniques and creating a welcoming environment. This reflects a broader shift from compliance to service excellence.
Why this matters for business & consumers
In an environment like the UAE – where tourism, retail and entertainment play a key role in economic strategy – creating accessible and inclusive experiences is becoming a differentiator. For Majid Al Futtaim, the initiative aligns with both social responsibility and business strategy: inclusive experiences can drive deeper customer loyalty, expand the guest base (including people of determination and their families), and enhance brand equity.
From a retail and experience-economy perspective:
- Launching a symbol-driven initiative like Sunflower signals that the company sees accessibility as integral to the guest journey, not an afterthought.
- Training staff and embedding inclusive practices set a higher operational standard: destinations that are truly welcoming to all can gain competitive advantage in a region where experiential differentiation matters.
- For other companies in the UAE, this move sends a cue that inclusive-experience investment is no longer just philanthropic; it is becoming core to customer-facing strategy.
Broader context
This announcement comes at a time when many organisations in the region are ramping up their accessibility, sustainability and inclusion commitments. The UAE has been emphasising inclusive infrastructure, tourism, and services for persons of determination. By integrating the Sunflower programme across high-traffic venues, MAF is amplifying its role as a private-sector leader in inclusive experience design.
Looking ahead
The success of the programme will depend on consistent rollout across all venues, ongoing staff training, guest-feedback mechanisms and the ability to evolve support services as needs change. For Majid Al Futtaim, the next challenge may be extending the initiative beyond UAE assets into its broader regional footprint, ensuring that the same inclusive standards apply across markets.
For the retail and leisure industry broadly in the UAE, the programme raises the bar for experience design. Companies that do not prioritise inclusive customer journeys may risk losing out in a market where differentiated guest experience is increasingly expected.
