UAE launches Visit UAE tourism identity and a multi-emirate Grand Tour platform.
The UAE Ministry of Economy and Tourism has launched Visit UAE, which it calls the country's "first unified national tourism identity" at federal level. Alongside it came the UAE Grand Tour, a platform for planning and booking trips across more than one emirate.
The ministry announced both at Arabian Travel Market 2026, held at Dubai World Trade Centre from 14 to 17 September, in the presence of Abdulla bin Touq Al Marri, Minister of Economy and Tourism. It says Visit UAE presents the seven emirates as one destination under a single trusted identity while showing what each of them offers. The Grand Tour was developed with Rocket International, the seven emirates' tourism authorities and private operators such as hotels and attractions; these partners recommend what appears on the routes. It offers itineraries of up to 14 days across all seven emirates that visitors can search and book through travel partners, plus tools for tour operators and travel agents building packages for international markets.
The ministry also plans to take World's Coolest Winter, the UAE's main seasonal domestic tourism campaign since its first edition in 2020, into international markets for the first time. The next edition will target key overseas markets with desert and coastal experiences, festivals and events, city experiences and the UAE's mild winter weather.
The ministry has not named those markets or given the campaign's start date or budget, the release names no agency behind the identity, and it does not say how Visit UAE will sit alongside the emirates' own tourism brands. The launch came as travel demand recovers unevenly: hotel executives interviewed by Communicate at the show described shorter booking windows, with GCC travellers among the first to return.
For tourism, hospitality and airline marketers, Visit UAE adds a national layer above the emirate campaigns they already plan around, and the Grand Tour gives multi-emirate trips a bookable product to sell abroad. Hotels and attractions that want a place on the routes should ask how the recommending partners decide what is featured.
Why it matters
A federal tourism brand and a bookable multi-emirate product add a national layer to UAE destination marketing, and taking World's Coolest Winter abroad opens a new international stage for travel brands.
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