The Ministry of Economy and Tourism has launched ‘Visit UAE’, the UAE’s first unified national tourism identity at the federal level, alongside the ‘UAE Grand Tour’ platform at Arabian Travel Market (ATM) 2026.
Held at Dubai World Trade Centre this week, the event saw the ministry introduce ‘Visit UAE’ as a unified identity intended to present the country as a single destination while highlighting the distinct tourism offerings of its seven emirates.
The ‘UAE Grand Tour’, developed in collaboration with Rocket International, provides multi-emirate itineraries of up to 14 days. Visitors can explore routes across all seven emirates, with options spanning family, cultural, nature-based and adventure tourism. The platform also allows travellers to search for and book programmes through tourism sector partners.
Tools for tour operators and travel agents enable the development of integrated programmes for international markets, with direct booking also available.
The ministry also announced plans to expand its ‘World’s Coolest Winter’ domestic tourism campaign into international markets for the first time. The campaign will promote the UAE’s winter offerings, including desert and coastal experiences, festivals, events, adventures and city experiences.
The initiatives form part of the UAE’s Tourism Strategy 2031, which includes targets to increase tourism’s GDP contribution to AED 450 billion, attract AED 100 billion in new tourism investment and welcome 40 million hotel guests annually.
