UAE launches ‘Visit UAE’ brand to unite seven emirates under one tourism identity
Dubai: The UAE has launched its first unified national tourism brand, “Visit UAE”, bringing the seven emirates under a single federal tourism identity as the country seeks to strengthen its global appeal, attract more international visitors and drive further growth in the tourism sector. The Ministry of Economy and Tourism unveiled the brand during its participation at Arabian Travel Market 2026…
The United Arab Emirates has introduced its inaugural nationwide tourism brand, “Visit UAE”, unifying the seven emirates under a single federal tourism identity. This move aims to bolster the country's global appeal, draw more international visitors, and spur growth in the tourism sector. The Ministry of Economy and Tourism announced the brand during its attendance at Arabian Travel Market 2026 in Dubai, positioning the UAE as a cohesive tourism destination while highlighting the unique attractions and experiences of each emirate under a trusted national brand.
The initiative includes the launch of the “UAE Grand Tour”, a collaborative project with Rocket International and tourism authorities across the seven emirates. Through the UAEGrandTour.com platform, visitors can book comprehensive multi-emirate itineraries lasting up to 14 days, encompassing accommodation, transport, sightseeing, meals, and tourism experiences. Packages cater to various interests, including family, cultural, nature, and adventure tourism, along with accommodation, attractions, and transport options.
Minister of Economy and Tourism Abdulla bin Touq Al Marri emphasized that these initiatives will harmonize the UAE's tourism presence and offer visitors more choices to explore multiple destinations, thereby increasing the duration of their stays and tourism spending. The launches coincide with the UAE's National Tourism Strategy 2031, which aims to elevate the sector's contribution to gross domestic product to Dh450 billion, attract Dh100 billion in new tourism investment, and welcome 40 million hotel guests annually.
Additionally, the ministry plans to broaden its “World’s Coolest Winter” campaign, expanding it to major international markets for the first time. This expanded edition will focus on promoting desert and coastal experiences, festivals, events, and city breaks, leveraging the country's milder winter weather. The international outreach will be integrated with Visit UAE and multi-emirate tourism offerings, as the UAE strives to attract more overseas visitors and encourage them to stay longer.
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