The Ministry of Economy and Tourism in the UAE has announced several initiatives designed to enhance the nation’s status as a worldwide tourism hub, such as the introduction of the UAE’s inaugural unified national tourism identity and a new platform to encourage travel across multiple emirates.
The Ministry took part in the Arabian Travel Market (ATM) 2026, which took place at Dubai World Trade Centre from September 14 to 17, in the presence of Abdulla bin Touq Al Marri, the Minister of Economy and Tourism.
Its involvement centered on highlighting the variety of destinations and tourism experiences throughout the seven emirates, enhancing collaboration with tourism stakeholders and fostering partnerships to aid the sector’s development and competitiveness.
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A significant announcement was the introduction of ‘Visit UAE,’ the nation's first cohesive national tourism brand at the federal level. The initiative aims to showcase the UAE as a cohesive, unified destination while unifying the tourism experiences of all seven emirates under a single identity.
The Ministry introduced the 'UAE Grand Tour' platform, created in partnership with Rocket International and tourism agencies from the seven emirates. The national tourism offering provides itineraries lasting up to 14 days that span several emirates, motivating visitors to discover multiple destinations while they are there. The platform additionally offers combined booking features via travel industry partners, enabling users to look for and reserve tourism programs.
Tour operators and travel agents can utilize specialized tools to design multi-emirate packages for global markets and provide direct booking options to travelers. The itineraries encompass various experiences such as family, cultural, nature-oriented, and adventure travel, along with details about hotels, attractions, and transportation options. Hospitality businesses, attractions, and tourism experience providers add offerings and lodging choices to the routes.
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Bin Touq emphasized the UAE's ongoing progress as a worldwide MICE hub, bolstered by sophisticated infrastructure and a cohesive system of amenities and services catering to enterprises and foreign travelers.
He stated that ATM offers a vital platform to analyze trends influencing the global travel sector, such as artificial intelligence, innovation, and increasing demand for personalized and cohesive tourism experiences.
The event allows the UAE to share knowledge with global partners and investigate methods to develop a more sustainable and competitive tourism industry. The Ministry revealed intentions to launch its ‘World’s Coolest Winter’ campaign in international markets for the first time.
Introduced in 2020 as a local tourism effort, the campaign invites both residents and tourists to discover the UAE in the winter months.
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The global version will showcase the nation’s desert and coastal experiences, adventure pursuits, festivals, events, and city attractions, while emphasizing its pleasant winter weather.
The initiative aims to enhance the ‘Visit UAE’ brand and the UAE Grand Tour by fostering multi-destination travel and inspiring international tourists to prolong their visits. The initiatives aim to establish a more cohesive national tourism product, enhance the UAE’s global presence, and align with the goals of the UAE Tourism Strategy 2031.