The UAE has launched its first unified national tourism identity and a new platform designed to encourage visitors to explore multiple emirates during one trip.
The Ministry of Economy and Tourism unveiled the “Visit UAE” brand and “UAE Grand Tour” platform at Arabian Travel Market 2026 in Dubai. The initiatives bring the country’s tourism offering under a single national framework while highlighting each emirate’s distinct attractions.
Developed with Rocket International and tourism authorities across the seven emirates, the UAE Grand Tour offers itineraries of up to 14 days. Visitors can explore family, cultural, nature and adventure experiences, as well as participating hotels, attractions and transport services.
Travel-sector partners will support searches and bookings, while tour operators and travel agents can use the platform to build multi-emirate packages for international markets.
The ministry also said its “World’s Coolest Winter” campaign, launched in 2020 as a domestic initiative, will be promoted internationally for the first time. It will showcase the UAE’s desert and coastal destinations, festivals, events, adventure activities and urban attractions.
The initiatives are part of the UAE Tourism Strategy 2031, which targets AED 450 billion in tourism GDP contribution, AED 100 billion in new tourism investment and 40 million annual hotel guests by the next decade.
Source: Fast Company Middle East
