The ministry also revealed plans to take ‘World’s Coolest Winter’, the UAE’s flagship seasonal tourism campaign, to international markets.
The UAE has unveiled ‘Visit UAE’, its first unified national tourism identity introduced at the federal level.
The initiative aims to position the country as one integrated travel destination by bringing its tourism offerings under a single, recognisable identity, while continuing to highlight the distinctive attractions and experiences available across each emirate.
In the presence of Abdulla bin Touq Al Marri, Minister of Economy and Tourism, the ministry showcased its tourism initiatives through an official pavilion at Arabian Travel Market (ATM) 2026, held at Dubai World Trade Centre from September 14 to 17.
The ministry’s participation aimed to showcase the wide range of destinations and travel experiences available throughout the UAE while strengthening the country’s position in the global tourism market. It also provided an opportunity to deepen ties with tourism organisations and industry partners at regional and international levels and explore new partnerships.
During the event, the ministry unveiled the ‘UAE Grand Tour’ platform, developed in collaboration with Rocket International. The national tourism platform offers multi-emirate itineraries lasting up to 14 days, with routes spanning all seven emirates.
UAE Grand Tour Platform
The UAE Grand Tour initiative is designed to encourage travellers to visit multiple destinations across the country, with the aim of extending the length of their trips and boosting tourism expenditure.
Through the platform, travellers can search for and book tourism packages offered by industry partners. It also provides specialised tools for tour operators and travel agencies to create integrated UAE travel packages for international markets, while giving visitors the option to make bookings directly.
Developed in partnership with Rocket International, tourism authorities across all seven emirates and private-sector businesses, the platform brings together hotels, attractions and tourism experience providers. These partners contribute recommendations for accommodation, activities and experiences featured within the itineraries.
Travellers can choose from a variety of experiences covering family holidays, culture, nature and adventure. The platform also provides information on participating hotels, attractions and transport services, helping visitors organise their journeys and customise itineraries according to their preferences.
‘World’s Coolest Winter’
The ministry also revealed plans to take its ‘World’s Coolest Winter’ campaign beyond the UAE and introduce it to international markets for the first time. The expansion of the flagship seasonal tourism campaign is intended to further promote the UAE’s destinations and strengthen its visibility among travellers worldwide.
Since its debut in 2020, the ‘World’s Coolest Winter’ campaign has encouraged UAE residents and visitors to discover destinations and tourism experiences across the country during the cooler months.
The next edition will broaden its focus to key international markets, highlighting the UAE’s wide range of winter attractions. These will include desert adventures, coastal activities, festivals, events and urban experiences, alongside the country’s mild winter climate as a key draw for overseas travellers.
The international expansion will also create stronger links between the ‘World’s Coolest Winter’ campaign, the ‘Visit UAE’ national tourism identity and multi-destination tourism products. Together, these initiatives aim to attract more international visitors and encourage travellers to spend more time exploring destinations across the UAE.
