UAE Launches Unified 'Visit UAE' Brand and Multi-Emirate Travel Platform

The United Arab Emirates has introduced its first unified national tourism identity, 'Visit UAE', aimed at strengthening the country's global appeal and boosting the tourism sector. Launched by the Ministry of Economy and Tourism at Arabian Travel Market 2026 in Dubai, this initiative positions the UAE as a single, integrated tourism destination while showcasing the distinct attractions of each emirate.

Introducing the UAE Grand Tour

Accompanying the new brand is the 'UAE Grand Tour' platform, developed in collaboration with Rocket International, tourism authorities across the seven emirates, and private sector operators. Accessible via UAEGrandTour.com, this platform enables visitors to book comprehensive multi-emirate itineraries of up to 14 days. These packages combine accommodation, transport, sightseeing, meals, and various tourism experiences into integrated travel plans.

The initiative is designed to encourage tourists to explore beyond a single emirate, thereby increasing both the duration of their stay and their overall tourism spending. The platform offers diverse packages covering family, cultural, nature, and adventure tourism, with booking tools available for both direct travellers and international tour operators.

Driving National Tourism Strategy Goals

Abdulla bin Touq Al Marri, Minister of Economy and Tourism, stated that these new initiatives will unify the UAE's tourism presence and offer visitors more options to discover multiple destinations. These launches are integral to the UAE's National Tourism Strategy 2031, which targets ambitious goals:

• Raising the tourism sector's contribution to GDP to AED 450 billion.
• Attracting AED 100 billion in new tourism investments.
• Reaching 40 million hotel guests annually.

Expanding the 'World's Coolest Winter' Campaign

The Ministry also plans to expand its 'World's Coolest Winter' campaign, first launched in 2020. This campaign, previously focused on domestic tourism, will now be taken to major international markets for the first time. It will promote the UAE's mild winter weather, highlighting desert and coastal experiences, festivals, events, and city breaks to overseas visitors. This international expansion will be integrated with the 'Visit UAE' brand and the new multi-emirate tourism products, aiming to attract more international visitors and encourage longer stays.