Dubai , April 7 , 2026 : Dubai’s Roads and Transport Authority (RTA) recently concluded the
Behavioural Science Awareness Week for Leadership. The event formed
part of a pioneering leadership initiative reflecting RTA’s commitment to
strengthening corporate excellence and adopting the latest global
practices to enhance quality of life and improve the efficiency of Dubai’s
transport system.
The event was organised in line with the Government of Dubai’s approach
to leveraging behavioural science as a strategic tool to advance public
policy, improve service quality, and support evidence-based decision-
making, contributing to a positive and sustainable impact on corporate
performance and customer experience.
The programme aims to equip leadership with a deeper understanding of
the scientific foundations of human behaviour while exploring their
practical application in the design of initiatives and services. This
strengthens RTA’s ability to develop effective, agile solutions that address
community needs and align with future aspirations.
Moaza Saeed Al Marri, CEO of Executive Affairs Sector, RTA, said: “RTA
is committed to embedding behavioural science as a supporting corporate
approach to developing services and policies. This contributes to a deeper
understanding of customer needs, the design of more efficient and
effective experiences, and delivery of a sustainable positive impact across
Dubai’s transport system, in line with the Government of Dubai’s
directions to enhance quality of life and well-being in the emirate.”
She added: “Behavioural Science Awareness Week serves as a practical
platform for knowledge exchange and capacity building. It focuses on
translating behavioural concepts into actionable initiatives that enhance customer experience, improve service efficiency, and strengthen a culture
of innovation and continuous improvement within the corporate work
environment.”
“The Behavioural Science Awareness Week for Leadership resulted in the
development of more than 27 behavioural use cases, along with a range
of insights and lessons learned. These were presented during a
concluding leadership workshop to ensure that the knowledge gained is
translated into practical applications and sustainable initiatives that can be
built upon in RTA’s future projects.”
“The active participation of leadership in the event, coupled with sustained
corporate support, formed a key pillar of the initiative’s success and
maximised its impact. This further reinforces RTA’s position as a leading
government entity in adopting global best practices, achieving corporate
excellence, and advancing quality of life in Dubai,” she concluded.
Integrated Programme and International Experts
The Behavioural Science Awareness Week for Leadership brought
together a distinguished group of international behavioural science
experts who delivered a series of interactive sessions, leadership
discussions, and practical exercises focused on translating theoretical
knowledge into applicable tools for RTA’s projects and services.
The programme covered a range of integrated topics, including evidence-
based behavioural policy design, the promotion of positive behaviours
within the transport system, enhancement of customer experience through
behavioural interventions, and support for corporate decision-making
using behavioural models.
These activities contributed to the development of innovative ideas and
behavioural initiatives that enhance quality of life, improve service
efficiency, and support RTA’s direction towards continuous improvement.
