In September 2015, Jeff Strachan, joined the Dubai College of Tourism, a unique initiative from Dubai Department of Economy & Tourism, designed as the conduit to bring the Dubai brand to life through a number of grass-roots human capital enablement initiatives including the online self-paced learning platforms Dubai Way and Dubai Expert and the campus based curriculum including Tourism, Hospitality, Events and Culinary Arts. The platforms created by Dubai College of Tourism have now welcomed over 150,000 students, studying courses including sustainable tourism, inclusive service, autism and sensory awareness and the flagship Dubai Way course.