In a significant move to bolster its tourism sector, the United Arab Emirates has announced the launch of a unified national tourism identity, “Visit UAE,” alongside the new “UAE Grand Tour” platform. This initiative aims to enhance the UAE’s global presence in tourism, extend visitor stays, and increase tourism spending.
New National Identity for Tourism
At the Arabian Travel Market 2026, which runs until September 17 at the Dubai World Trade Centre, Abdullah bin Touq Al Marri, Minister of Economy and Tourism, unveiled the “Visit UAE” identity. This is the first federal unified tourism brand in the UAE, designed to present the country as a comprehensive tourist destination. The initiative aims to standardise the national tourism offering and showcase the diverse experiences available across the seven emirates.
Introducing the UAE Grand Tour
Additionally, the Ministry launched the “UAE Grand Tour,” developed in collaboration with Rocket International. This national tourism product provides itineraries that span across the seven emirates, with programs lasting up to 14 days. The platform encourages multi-destination travel, promoting longer stays and increased spending, while allowing users to search and book programs through travel partners. It also offers tools for tour operators and travel agents to create tailored trip packages for international markets.
Strengthening the Tourism Infrastructure
Al Marri emphasised that, under the guidance of the UAE’s leaders, the country continues to establish itself as a global hub for exhibitions, conferences, and international events. This is supported by advanced infrastructure and a comprehensive system of premium services for businesses and visitors from around the world.
Transforming Travel Experiences
The hosting of the Arabian Travel Market provides a vibrant platform to foresee the future shape of the travel industry, including the integration of artificial intelligence and innovative practices. Al Marri noted the rising demand for personalised and integrated travel experiences as avenues to enhance visitor engagement and foster sustainability within the global tourism sector.
Rallying National Tourism Presence
With the launch of “Visit UAE” and the “UAE Grand Tour,” the UAE is actively advancing its aim of developing a sophisticated tourism sector. “Through the Visit UAE identity, we unify the national tourism presence and highlight the diverse offerings of the seven emirates,” stated Al Marri. The Grand Tour platform supports this goal by encouraging visitors to explore varied routes and extend their stay in the UAE.
Future Goals for the Tourism Sector
These initiatives form part of the UAE’s vision to enhance the resilience of its national tourism industry and adapt to market shifts. The focus is on benefiting from a variety of products, domestic tourism, and proactive responses to industry changes. The UAE continues to pursue its National Tourism Strategy 2031 targets, striving to increase the sector’s contribution to the GDP to AED 450 billion, attract AED 100 billion in new tourism investments, and welcome 40 million hotel guests annually by the decade’s end.
Diverse Tourism Programs
The “UAE Grand Tour” was meticulously crafted in conjunction with Rocket International and tourism entities across the seven emirates, including accommodation providers and tour experience facilitators. The platform features a broad array of tourism experiences, including family, cultural, natural, and adventure tourism, supported by information on accommodation availability, attractions, and transport services, thereby simplifying trip planning for visitors.
Expanding the “Most Beautiful Winter in the World” Campaign
The Ministry also revealed plans to expand the “Most Beautiful Winter in the World” campaign, a seasonal initiative focused on domestic tourism since its inception in 2020. For the first time, the campaign will target international markets to strengthen the UAE’s tourism presence regionally and globally. Future efforts will promote the unique experiences the UAE offers during winter, capitalising on pleasant weather conditions to attract international visitors.
This strategic move aims to further integrate the “Most Beautiful Winter in the World” campaign with the “Visit UAE” identity and tourism offerings that combine destinations throughout the UAE, ultimately aiming to draw more international visitors and encourage longer stays.