Executive Summary Dubai is one of the cities that have the highest number of vehicles in the Middle East. The implication of this observation is that the city experiences increased traffic congestion. To cater for the increasing number of transport service seekers, the government of Dubai through RTA has invested heavily in road infrastructural development projects such as the Red Line and Green Line works and the purchasing of more buses. However, the rate of these developments does not match the rising number of service demand. As the paper reveals, despite RTA’s success in easing traffic congestion, some passengers are forced to wait for about 2 hours to board a bus. After doing a comparison between Dubai and major cities such as London and New York, the paper confirms that Dubai has to put extra efforts to raise its transport levels if it has to fight the prevailing traffic congestion. Introduction Dubai has an elaborate road and transport system. Smooth operation of the system requires ardent management and maintenance by a team of experts. Dubai’s transport scheme was developed in 1998. However, it was later renamed as Road and Transport Authority (RTA). Apart from the management of the system, RTA has an additional mandate of regulating transport systems in the UAE and Dubai. The main goal of RTA is to minimize traffic in the transport system in Dubai (Road Transport Authority, 2014). The authority also plays a noble role of planning and carrying out various transport projects, construction of the Dubai Metro, and the development of integrated solution to the marine and road transport network issues. Specifically, it aims at ensuring that the transport system aligns well with economic status of city of Dubai whilst meeting the benchmarks that have been set in the international arena. This paper conducts a comprehensive assessment and analysis of RTA as an organizational entity in the context of an interview that was conducted with Mr. Ahmad Mahboub who is the director of customer service center at RTA. Overall Industry Background RTA offers transport services to more than 30 million passengers on a weekly basis via 193 routes. Despite its sheer size, the bus system is not big enough to offer services to people who demand them. In some terminals, passengers wait for close to 2 hours before they can use the service. Indeed, buses do not increase congruently with the rising number of service demand. To address this challenge, RTA announced in 2008 its plan to buy 1616 buses (Road Transport Authority, 2014). The buses come in different sizes. They are fitted with a state-of-the-art technology to enhance passenger security and safety. Apart from the buses, Dubai operates an elaborate taxi system that comprises privately and publicly owned cabs. Dubai Transport Corporation manages the cream-colored cabs. Some of the private cab operators include National Taxi and the Metro Taxi companies among others. The city of Dubai has an excess of 7500 taxis. Although the main mode of transport that is used by majority of Dubai people is the road transport, RTA has also a mandate of managing trams, marines, and air travel services. It has two main commercial ports, namely Jebel Ali and Rashid port