Dubai RTA Reopens Hybrid Customer Happiness Centres with Digital Innovation
Dubai’s Roads and Transport Authority (RTA) has reopened its Customer Happiness Centres Umm Ramool and Al Barsha after major redevelopment. These centres are now hybrid facilities, designed to bring together digital services and personal assistance.
This project supports the UAE Digital Government Strategy and Dubai Government’s Services 360 vision. The goal is to make services smarter, faster, and easier for every customer.
At these new centres, visitors can use self-service digital devices to complete transactions quickly. At the same time, service advisors remain available to guide customers who need support.
Dubai’s Push Toward Smart Government
Mattar Al Tayer, Director General and Chairman of the Board of Executive Directors at RTA, explained the vision behind the transformation.
He said the RTA is working to accelerate digital adoption by using artificial intelligence and advanced platforms. These efforts are part of Dubai’s larger plan to become the world’s smartest city.
Al Tayer pointed out that these steps reflect the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, Ruler of Dubai, and Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council.
Their vision is clear: government services should exceed expectations and create happiness for both residents and visitors.
Why Hybrid Centres Matter
The redevelopment of Umm Ramool and Al Barsha centres is not just about modern design. It represents a new model of service delivery.
Al Tayer explained that these centres are part of RTA’s long-term plan to convert all Customer Happiness Centres into hybrid hubs. The idea is simple — customers should enjoy the speed of digital services while still having access to personalized advice when needed.
This balance between technology and human support is what makes the new centres stand out. They offer more than just transactions. They add value and highlight Dubai’s reputation as a global leader in customer-focused governance.
A Blend of Nature and Technology
The design of the Umm Ramool centre reflects Dubai’s attention to detail. The interiors are inspired by natural elements, creating a calm and welcoming atmosphere for visitors.
This approach combines comfort with technology. Customers not only get their services faster but also enjoy a pleasant environment while doing so.
Sustainability is also part of the design. The centres reduce paper use, improve energy efficiency, and support Dubai’s wider goal of becoming a green and smart city.
More Services, More Customers
One of the biggest improvements is the increase in services offered. The redeveloped centres now provide 97 services, compared to 72 earlier.
This has already led to a surge in usage. In 2024, around 84,000 transactions were recorded. By the end of 2025, that number is expected to rise to over 100,000.
The Umm Ramool centre plays a special role because it is open 24/7. On average, it serves more than 1,350 customers per month outside regular working hours.
Customer visits at Umm Ramool increased by 25% in Q2 2025 compared to Q1, proving that Dubai residents value round-the-clock services.
Supporting Dubai’s Services 360 Vision
The Services 360 vision of Dubai focuses on creating a seamless customer journey. It ensures that government services are as easy, fast, and efficient as those offered in the private sector.
By introducing AI-driven platforms and a hybrid model, RTA has taken a strong step toward this vision. These centres are not only efficient but also inclusive, as they serve people with different needs and preferences.
This approach sets a standard for other government bodies in Dubai and the UAE. The goal is to make the emirate a global model for digital governance.
Future Plans for Hybrid Centres
The transformation does not stop here. By 2026, RTA plans to redevelop the Deira Customer Happiness Centre into a hybrid facility as well.
This gradual rollout will ensure that more customers across Dubai can benefit from digitally advanced services that remain human-friendly.
For a city that is growing rapidly, such initiatives ensure that government services remain accessible, reliable, and world-class.
Strengthening Dubai’s Smart City Reputation
Dubai has built its global reputation on being innovative and forward-thinking. The reopening of these hybrid centres adds another layer to this image.
They combine:
- Automation with personalization
- Sustainability with modern design
- Efficiency with inclusivity
By doing so, RTA ensures that government services are not just functional but also delightful to use.
This supports both the UAE Digital Government Strategy and Dubai’s mission to lead as the world’s smartest city.
Focus on Customer Happiness
At the heart of this project lies one key principle: customer happiness.
RTA has always emphasized that its goal is not just to provide services but to make sure these services create positive experiences.
The new centres demonstrate this commitment. From faster service completion to welcoming designs and personalized advisor support, every detail has been built around customer needs.
By focusing on happiness, Dubai ensures that its government services stand out on the global stage.
A Future Ready for Everyone
The reopening of the Umm Ramool and Al Barsha Customer Happiness Centres shows how Dubai is reshaping the future of governance.
The hybrid model ensures that services are faster, smarter, and more inclusive. It also reflects Dubai’s larger ambition of becoming a global leader in smart cities.
With more centres set to transform by 2026, RTA continues to push the boundaries of innovation, sustainability, and customer satisfaction.
For residents, businesses, and visitors, these centres are proof that in Dubai, government services are built with people in mind.
