Emirates Tourism Council discusses efforts to promote UAE tourism destinations and reviews national initiatives to stimulate domestic and international tourism demand

H.E. Bin Touq: “Meeting marks a new step towards stimulating domestic tourism and diversifying tourism offerings and experience.”

The Emirates Tourism Council held its latest meeting, chaired by H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism, with the participation of the chairpersons and directors general of local tourism authorities, in Al Zorah, Ajman. The meeting discussed ways to enhance integration among national efforts to promote UAE tourism destinations, as well as a range of initiatives aimed at stimulating local and international tourism demand. This supports the sector’s growth and reinforces the UAE’s position as a leading global tourism destination.

The Council reviewed the latest developments in the performance of the UAE tourism sector, as well as the outcomes of the previous meeting and the progress made in implementing the agreed actions, including completed and remaining measures, and the steps to ensure their completion and accelerate their implementation.

H.E. Bin Touq highlighted that the UAE today has an integrated tourism ecosystem based on global best practices, thanks to the directives of its wise leadership. The country also benefits from advanced enablers and infrastructure that strengthen its ability to attract tourists from various international markets. These include transport networks, airports and logistics services, as well as the diversity of destinations and tourism experiences, the development of the hospitality sector, and advanced levels of service quality, security and stability. These advantages make the UAE an attractive destination capable of meeting the aspirations of visitors with diverse interests, while enhancing its competitiveness and position as one of the world’s leading tourism destinations.

H.E. said: “We are committed to continuing national efforts and strengthening integration among federal and local tourism entities and authorities, as well as the private sector, to develop and launch more initiatives and projects that support the growth of the tourism sector and enhance its competitiveness regionally and globally. The aim is also to provide diverse and integrated experiences that encourage visitors to explore more than one destination within the UAE, extend their stays and increase their tourism spending, ensuring that various destinations benefit from the sector’s growth. These efforts align with the objectives of the UAE Tourism Strategy 2031, which aims to raise the sector’s contribution to GDP to AED 450 billion by 2031.”

H.E. added: “Today’s meeting marks a new step towards supporting the growth of domestic tourism and enhancing the sector’s ability to reach new segments and markets and attract more visitors. This is being achieved through discussing a range of national tourism initiatives, including the development of the ‘Visit UAE’ digital platform to serve as an integrated national platform that reflects the diversity of the UAE tourism experience and strengthens its presence in international markets. These efforts also include expanding the network of tourism establishments that accept the ‘Jaywan’ card, and developing joint tourism offers in cooperation with the ‘Esaad’, ‘Fazaa’ and ‘Al Saada’ programmes, providing more diverse and attractive tourism options and experiences for citizens and residents, while supporting increased tourism spending within the UAE.”

Enhancing UAE presence at international tourism exhibitions

The Council reviewed the UAE’s international tourism participation programme until March 2027, which includes participation in various world’s leading tourism exhibitions and platforms across Europe, Asia, the Americas and the GCC. This will enhance the presence of the UAE tourism destination in priority tourism markets, support efforts to attract more visitors, expand the network of partnerships with tour operators and international travel and tourism companies, and highlight the diversity of tourism products and experiences offered by the UAE.

Developing domestic tourism demand

The meeting discussed ways to develop domestic tourism demand and enhance the attractiveness of domestic tourism by developing joint offers designed for citizens and residents, and by supporting partnerships between hotels, landmarks, tourism establishments and national benefits programmes. This will help provide diverse tourism options and experiences that meet the interests of various segments of society. The Council also discussed expanding the acceptance and use of the ‘Jaywan’ card across the tourism sector to maximise the impact of tourism spending within the UAE and support the growth of tourism-related activities and establishments.

Stimulating domestic tourism and leveraging residents’ purchasing power

The Council also highlighted opportunities to stimulate domestic tourism and leverage residents’ purchasing power, in light of the significant potential to develop integrated tourism products, offers and experiences. These efforts support increased tourism spending within the UAE, encourage longer stays, and enable greater benefit from the diversity of destinations and experiences available across the emirates.

The Council discussed strengthening cooperation with benefits and privileges programmes designed for residents, including ‘Esaad’, ‘Fazaa’ and ‘Al Saada’, and working with hotels, tourist attractions and service providers to develop competitive and attractive tourism offers and experiences for various segments of society. This contributes to stimulating domestic tourism activity and maximising the benefit of local spending for various destinations and tourism establishments.

Latest developments in the ‘Visit UAE’ digital platform

The meeting discussed the latest developments in the ‘Visit UAE’ digital platform and its role in enhancing the promotion of the UAE tourism destination under a unified national umbrella. It also covered the development of national tourism messaging and content, strengthening public-private partnerships, and coordination of tourism entities’ efforts in external participations and targeting priority markets to support the presence of the UAE tourism destination on the international tourism landscape.