Hala Launches Hands-On Youth Ambassador Program to Foster Future Talent

Mohammed Fathy

Last updated 24-04-2026

4 min

Hala launches a six-month Youth Ambassador Program for UAE university students.

Ambassadors will “take ownership”, leading campaigns and university activations.

Students rotate across marketing, analytics, finance and join live shoots.

More than 150 applied, reflecting demand for real-world exposure.

The initiative aims to bridge education and employment with genuine responsibility.

Hala, the Dubai-born e-hailing taxi platform, has rolled out a new Youth Ambassador Program aimed at giving university students a proper taste of how business works behind the scenes. It’s a six-month pilot designed not as another line on a CV, but as something more hands-on – and, I have to say, that makes a difference.

Across the UAE, there’s been a strong push to invest in young talent and future-focused industries. Hala’s initiative fits neatly into that wider picture. Built in partnership with +twe (Together We Empower), an AI-powered early-career platform that connects students, universities and employers, the programme will eventually bring together between 20 and 25 students from Dubai, Ras Al Khaimah and Fujairah.

But this isn’t the usual internship routine. Students are expected to take ownership. They’ll develop campaigns, lead university activations and act as Hala’s voice among their peers. In short, they won’t just observe, they’ll do. And believe it or not, that leap from theory to practice is often where confidence is really built.

Ambassadors will rotate across departments such as marketing, content creation, analytics, finance and project management. There’s job shadowing, curated workshops, mentoring sessions, and even participation in live campaigns and shoots. For anyone who has ever wondered how a ride-hailing brand plans a city-wide activation, this is a front-row seat.

The launch was marked by a signing ceremony attended by Nayla Samaha, Director of Marketing at Hala, alongside Osama Damati, CEO and Co-Founder of +twe, and Deemah Abdelkader, the company’s CMO and Co-Founder. The first group of students also took part in an orientation session and workshop to kick things off.

The initiative is already underway with nine students representing eight universities, including the University of Wollongong in Dubai, Canadian University Dubai, University of Birmingham Dubai, Heriot-Watt University Dubai and Middlesex University Dubai. More than 150 students applied, which, if you ask me, shows how hungry young people are for real-world exposure. It’s definately competitive out there.

Khaled Nuseibeh, CEO of Hala, said the company recognises that the next chapter of mobility will be shaped by a generation that is more connected and intuitive than ever. He noted that the aim is to create space for young people to contribute meaningfully, engage directly with the business and bring fresh ideas that could influence the future of ride-hailing in the region.

Osama Damati of +twe emphasised that bridging the gap between education and employment takes more than access alone. Students need real responsibilities inside live business environments, he said, adding that the partnership reflects a shared commitment to helping young talent step into their careers with confidence.

One of the student ambassadors, Prisha from Heriot-Watt University Dubai, described the experience as having “a seat at the table” where the future of mobility is shaped. She pointed to the opportunity to lead a campaign from concept through to production as a highlight, saying it was empowering to see ideas move from paper into the real world.

I’ve seen many programmes across the region promising exposure, but few that allow students to genuinely steer projects. At Arageek, we often hear from founders who say the early days were a bit of a faff, learning on the fly, figuring things out without a roadmap. Initiatives like this, when done well, can smooth that transition and make it less of a guessing game.

On the flip side, the real test will be in execution. Ownership sounds spot on in theory. The challenge is giving students enough freedom while still keeping commercial objectives intact. Well… that balance is never easy.

Still, as Dubai continues positioning itself as a hub for innovation and future talent, programmes like Hala’s Youth Ambassador initiative signal a practical shift. Not just talk about empowering youth, but structured exposure to how businesses actually run day to day. For students preparing to step into an increasingly complex job market, that kind of insight could make all the difference.

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