UAE unveils unified tourism identity, grand tour platform

The UAE has launched its unified national tourism identity, 'Visit UAE', bringing the country’s seven emirates together under one tourism brand.

Announced at Arabian Travel Market 2026, the initiative is designed to present the UAE as a single, integrated destination under a trusted identity, showcasing what each emirate has to offer.

The Ministry of Economy and Tourism also unveiled the 'UAE Grand Tour' platform, offering visitors itineraries of up to 14 days across multiple emirates, with options to search and book travel experiences.

It aims to encourage tourists to explore more of the UAE, stay longer and experience a wider range of attractions, from culture and nature to family activities and adventure.

The platform has been developed in collaboration with the 'Rocket International' company and tourism authorities across the seven emirates and private-sector operators.

The Ministry has also revealed plans to take the 'World’s Coolest Winter' campaign to international markets for the first time.

The campaign will promote the UAE’s winter attractions, including desert and coastal experiences, festivals, events and city activities.

Together, these initiatives are designed to strengthen the UAE’s appeal as a single, diverse destination and attract more international visitors.

The Ministry of Economy and Tourism, in collaboration with Rocket International company, the tourism authorities across the seven emirates and private-sector operators, has launched the “UAE Grand Tour” platform pic.twitter.com/9fpWBITJxA

— وزارة الاقتصاد والسياحة (@Economyae) September 16, 2026