UAE Launches ‘Visit UAE’ and Grand Tour to Connect All Seven Emirates

The UAE has launched Visit UAE, the country’s first unified national tourism identity at the federal level, alongside the new UAE Grand Tour platform, bringing tourism experiences across all seven emirates together under a single national offering.

The initiatives were announced by the UAE Ministry of Economy and Tourism during Arabian Travel Market (ATM) 2026, held at Dubai World Trade Centre from September 14 to 17. The launch is part of the UAE’s wider efforts to strengthen its position as a global tourism destination and highlight the diversity of experiences available across the country.

Visit UAE brings the seven emirates under one tourism identity

The Visit UAE identity has been introduced to present the country as a single, integrated tourism destination while showcasing the individual attractions and experiences offered by each emirate.

The initiative covers Abu Dhabi, Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaimah and Fujairah, giving visitors a unified way to discover destinations across the UAE.

Rather than focusing on individual emirates separately, the national tourism identity aims to highlight the range of experiences available across the country, from cultural and heritage attractions to nature, adventure, family and leisure activities.

UAE Grand Tour offers multi-emirate travel itineraries

Alongside Visit UAE, the Ministry launched the UAE Grand Tour, a national tourism platform designed for visitors who want to explore more than one emirate during the same trip.

The platform offers travel programmes lasting up to 14 days, with routes extending across the seven emirates. Visitors can explore different programmes and access booking options through travel-sector partners. The platform also provides tools for tour operators and travel agents to create integrated tourism programmes for international visitors.

The UAE Grand Tour brings together a range of travel experiences, including family tourism, cultural tourism, nature-based experiences and adventure tourism. Participating hotels, attractions, tourism experience providers and transport services are incorporated into the available itineraries.

What the UAE Grand Tour means for travellers

For visitors, the new approach creates an opportunity to experience different sides of the UAE within a single holiday. A traveller can combine major urban destinations with cultural attractions, coastal locations, mountain landscapes and nature-based experiences across different emirates.

The platform is also designed to make it easier for visitors to plan multi-destination holidays instead of limiting their trip to one emirate. By encouraging travellers to explore multiple destinations, the initiative is intended to support longer stays and increased tourism spending within the country.

The UAE Grand Tour platform features different themed journeys, including cultural and heritage, adventure, family, wellness and other travel experiences, giving visitors different ways to plan their UAE holidays.

UAE tourism sector continues to expand

The launch comes as the UAE continues to strengthen its tourism sector. According to the Ministry of Economy and Tourism, travel and tourism contributed more than AED 251 billion to the UAE economy in 2025, representing a 3 percent increase compared with 2024. International visitor spending reached approximately AED 209 billion during the same year.

The latest tourism initiatives also support the objectives of the UAE Tourism Strategy 2031. The strategy includes targets to increase tourism’s contribution to the national economy to AED 450 billion, attract AED 100 billion in additional tourism investment and welcome 40 million hotel guests annually by the next decade.

A unified approach to UAE tourism

The launch of Visit UAE and the UAE Grand Tour reflects a broader move towards greater integration within the country’s tourism sector. The platform was developed in collaboration with tourism authorities across the seven emirates, along with private-sector operators including accommodation providers, attractions and tourism experience companies.

With seven emirates offering different landscapes, attractions and cultural experiences, the new platform provides a central way for travellers and tourism businesses to discover and connect these offerings.

As the UAE continues to expand its tourism infrastructure and international connectivity, the UAE Grand Tour provides visitors with another way to experience the country beyond individual destinations.

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