UAE Launches ‘Visit UAE’ National Brand and Grand Tour for Multi-Emirate Holidays

The Emirates have long been marketed to the world as separate places — Dubai for the skyline, Abu Dhabi for culture, Ras Al Khaimah for the mountains. At Arabian Travel Market 2026, held 14–17 September at the Dubai World Trade Centre, the Ministry of Economy and Tourism moved to change that, unveiling “Visit UAE”, the country’s first unified national tourism brand, alongside a new online platform called the UAE Grand Tour.

In short: The UAE Grand Tour is a new online platform announced at ATM 2026 that helps travellers plan and book itineraries of up to 14 days across all seven emirates — Dubai, Abu Dhabi, Sharjah, Ras Al Khaimah, Fujairah, Ajman and Umm Al Quwain — with searching and booking handled through travel-sector partners. The aim is longer stays that spread visitors beyond a single city.

What the UAE Grand Tour Is

The UAE Grand Tour is pitched as a one-stop digital shop window for multi-emirate holidays. Travellers can browse and book itineraries of up to 14 days that combine stops across the country, instead of assembling each leg themselves. Searching and booking run through the platform’s travel-sector partners — a sign the Ministry wants the private sector to carry the commercial side while the government supplies the branding and coordination.

The pitch is a simple one: most international visitors currently centre their trip on a single city, usually Dubai. A ready-made route across the emirates could persuade them to add days and see more of the country. (For a refresher on what each emirate offers, see our overview of the seven emirates of the UAE.)

‘Visit UAE’: Seven Emirates Sold as One Destination

“Visit UAE” is presented as the country’s first unified national tourism brand — a single identity that folds the seven emirates into one destination story. The announcement was made by Minister of Economy and Tourism Abdulla bin Touq Al Marri at ATM 2026. As reported by Hotelier Middle East, the platform is explicitly aimed at driving longer stays, and it was one of the headline announcements of the show — which also produced aviation deals and rail tie-ups, according to a round-up of ATM 2026’s closing news.

Fujairah's east coast beach with the Hajar Mountains rising behind it
Fujairah’s east coast — one of the seven-emirate stops the Grand Tour can stitch into a single itinerary.

Seven Emirates, One Holiday: What the Routes Could Include

The Grand Tour concept leans on the fact that the emirates sit within a few hours’ drive of each other. A 14-day route could realistically combine Dubai’s malls and beaches with Abu Dhabi’s cultural landmarks — an easy day trip from Dubai to Abu Dhabi — Sharjah’s museums, the mountain roads of Ras Al Khaimah, and the east coast around Fujairah, which makes a fine day trip from Dubai to Fujairah.

Sheikh Zayed Grand Mosque in Abu Dhabi at sunset
Abu Dhabi’s Sheikh Zayed Grand Mosque — an easy add-on in a multi-emirate route.

What We Don’t Know Yet

A note of caution: the initial reporting has not spelled out how the platform will work in practice — which travel partners are integrated, how pricing is packaged, or when it goes fully live for consumers. Treat the Grand Tour as an announced framework for now, and check official channels before planning a trip around it.

Why Trip Planners Should Care

If the platform works as described, planning a longer UAE holiday gets easier — and a longer trip can change the maths of a visit. Stretching a week into ten or fourteen days opens up slower travel, day trips beyond Dubai and off-peak stays. Our best time to visit Dubai and Dubai trip cost guides cover the budgeting side of a longer stay.

Frequently Asked Questions

What is the UAE Grand Tour?

A new online platform announced at Arabian Travel Market 2026 by the Ministry of Economy and Tourism, letting travellers plan and book itineraries of up to 14 days across all seven emirates through travel-sector partners.

When was the UAE Grand Tour announced?

At Arabian Travel Market 2026, held 14–17 September at the Dubai World Trade Centre.

Which emirates does the Grand Tour cover?

All seven: Dubai, Abu Dhabi, Sharjah, Ras Al Khaimah, Fujairah, Ajman and Umm Al Quwain.

Can I book directly on the platform?

Searching and booking are handled through the platform’s travel-sector partners. Full details of how that works in practice have not been published yet.

What is the ‘Visit UAE’ brand?

The country’s first unified national tourism brand, presenting the seven emirates as a single destination rather than marketing each one separately.