Dubai Customs has successfully completed the second phase of its flagship ‘Masar 33’ initiative, a strategic programme designed to develop national talent and prepare the next generation of customs and trade leaders capable of navigating the rapidly evolving global trade landscape.
The initiative forms part of Dubai Customs’ broader vision to strengthen human capital and support the goals of Dubai’s D33 Economic Agenda by building specialised competencies and leadership capabilities that reinforce the emirate’s position as a global hub for trade and logistics services.
‘Masar 33’ follows a comprehensive approach that combines practical training, academic development, and on-the-job learning to equip participants with operational expertise, leadership skills, and future-focused knowledge. The programme aims to create a pipeline of qualified professionals while ensuring institutional resilience and business continuity through the development of second- and third-tier leadership talent.
The initiative is delivered in collaboration with leading academic and professional institutions, including Dubai Logistics Academy and Nafis, alongside partners from the public and private sectors.
Between 2023 and 2025, the programme helped qualify 102 customs leaders through specialised leadership and academic tracks. During the same period, 31 participants graduated with bachelor’s and master’s degrees in international trade, customs, and logistics, while approximately 30 others are currently completing their studies.
Commenting on the achievement, Dr. Abdulla Busenad described ‘Masar 33’ as one of Dubai Customs’ most significant strategic investments in human capital.
“‘Masar 33’ reflects our vision of building national leaders equipped with strategic thinking and the ability to anticipate the future while keeping pace with rapid transformations in the customs and trade sector,” he said.
Dr. Busenad stressed that the programme goes beyond preparing employees for current roles and focuses on developing leaders capable of driving innovation, managing change, and delivering long-term institutional success.
He added that the second phase, represented by the Executive Leadership Programme, builds upon earlier stages that focused on specialised competencies and culminates in preparing executive leaders with a comprehensive understanding of global trade, customs operations, digital transformation, and AI-driven supply chains.
Dubai Customs said the initiative reinforces its commitment to discovering, nurturing, and empowering Emirati talent while creating a sustainable leadership ecosystem capable of supporting future growth and maintaining Dubai’s competitiveness in global trade and logistics.
The authority believes that investing in people remains the most effective way to transform ambitions into achievements and ensure long-term organisational excellence in an increasingly complex and technology-driven world.
