Emirates Tourism Council Sets 2026 Plans To Promote UAE Destinations And Landmarks

The Emirates Tourism Council held its first 2026 meeting in Al Ain, chaired by Abdulla bin Touq Al Marri, Minister of Economy and Tourism. Senior representatives from tourism departments in all seven emirates attended. Discussions focused on national tourism performance, future campaigns, and how joint planning can increase visitor numbers and sector contributions to the UAE economy.

Participants reviewed how coordinated efforts can support long-term sector growth and maintain the UAE’s global appeal. The Council emphasised that shared planning helps align marketing, product development, and infrastructure priorities. Officials also highlighted the role of tourism in supporting economic diversification and the importance of integrated promotion across cultural, leisure, and business travel segments.

Bin Touq explained that the UAE views tourism as a core pillar of sustainable economic development and a vital contributor to national GDP. The Minister noted that the country has built an integrated tourism ecosystem with advanced infrastructure and diverse offerings. This system supports a wide range of visitor interests and helps maintain strong international competitiveness.

The Minister stressed that cooperation between local tourism bodies improves campaign design and execution. Shared insights allow authorities to align messaging, target similar markets, and coordinate presence at major trade fairs. This process, according to Bin Touq, supports more efficient promotion and increases the impact of both national and emirate-level initiatives.

The Council examined the outcomes of the sixth "World’s Coolest Winter" campaign. Members discussed how this initiative supported tourism revenue growth and strengthened the UAE’s appeal to regional and international visitors. They also assessed lessons learned for future campaigns and considered how to further highlight the country’s natural, cultural, and urban attractions.

Data-driven planning formed a key part of the agenda. The Council discussed using travel trends and demand indicators to identify priority markets and guide investment. Members agreed that focusing on high-potential regions, including the GCC, Europe, and Asia, can help increase both visitor volumes and average spending across the UAE.

To clarify these priorities, officials outlined target regions and objectives:

Bin Touq highlighted the value of building wider partnerships to support these goals. The Minister pointed to national airlines, global booking platforms, and private-sector operators as central partners. Stronger collaboration with these parties is expected to improve international reach, expand distribution channels, and help attract more visitors across different seasons.

"Today’s Council meeting focused on identifying joint priorities for the next phase in coordination with relevant tourism entities, while strengthening integration among the seven emirates in the promotion of tourism offerings and destinations. This approach enhances the efficiency of national efforts to develop the sector, reinforces the national tourism identity, and positions the UAE as a unified and diverse destination that brings together cultural, beach, nature-based, business, medical, and other forms of tourism," he added.

The Council also reviewed promotional plans prepared by local tourism development departments for 2026. These plans covered strategic objectives, marketing activities, and implementation programmes designed to support sustainable sector growth. Members discussed participation in global exhibitions, enhanced familiarisation trips with national airlines, and integrated campaigns across digital platforms and traditional media channels.

Participants underlined the importance of presenting the UAE as a connected destination where visitors can easily move between emirates. They noted that integrated promotion can lengthen average stays and encourage multi-emirate itineraries during one trip. This approach aims to maximise economic returns, while reinforcing the UAE’s position as a diverse and high-quality global tourism destination.

With inputs from WAM