UAE launches unified tourism identity and Grand Tour to drive multi-emirate travel

The UAE has launched its first unified national tourism identity alongside a new platform designed to encourage visitors to explore multiple emirates during a single trip.

The Ministry of Economy and Tourism unveiled the ‘Visit UAE’ brand and ‘UAE Grand Tour’ platform at Arabian Travel Market 2026 in Dubai, bringing the country’s diverse tourism offering under a single national framework.

The ‘Visit UAE’ identity is intended to showcase the UAE as one integrated destination at the federal level while highlighting the distinct attractions and experiences available across each emirate.

The ‘UAE Grand Tour’, developed in collaboration with Rocket International and tourism authorities across the seven emirates, offers itineraries of up to 14 days covering multiple destinations. 

The platform features family, cultural, nature and adventure experiences, alongside participating hotels, attractions and transport services.

Visitors can search for and book tourism programs through travel-sector partners, while tour operators and travel agents can use the platform to create multi-emirate packages for international markets.

Abdulla bin Touq Al Marri, Minister of Economy and Tourism, said the new offerings would encourage visitors to explore more than one emirate and extend their stays.

“The launch of the ‘Visit UAE’ identity and the ‘UAE Grand Tour’ platform reflects the UAE’s commitment to further developing an advanced tourism sector and strengthening the country’s position as a global destination that helps shape the future of tourism,” Bin Touq said.

He said the initiatives would also support the resilience and long-term growth of the tourism sector by drawing on the diversity of destinations and tourism products across the country.

The Ministry also announced plans to take its ‘World’s Coolest Winter’ campaign into international markets for the first time.

Launched in 2020 as a domestic tourism initiative, the campaign will promote the UAE’s desert and coastal destinations, adventure activities, festivals, events and urban attractions to international visitors.

The international campaign is expected to complement the new tourism identity and Grand Tour by encouraging travelers to visit multiple destinations and stay longer.

The initiatives form part of the UAE Tourism Strategy 2031, which aims to increase tourism’s contribution to GDP to AED 450 billion, attract AED 100 billion in new tourism investment and reach 40 million hotel guests annually by the next decade.

Bin Touq also highlighted the UAE’s development as a meetings, incentives, conferences and exhibitions (MICE) destination, supported by its infrastructure and network of facilities and services.

He said Arabian Travel Market provided an opportunity to examine changes shaping the global travel industry, including artificial intelligence, innovation and growing demand for more personalized and integrated travel experiences.

The Ministry said the initiatives would encourage greater cooperation among tourism stakeholders and support the sector’s growth and international reach.