UAE Tourism Council Discusses Efforts to Promote UAE Tourism Destinations at Its Meeting in Ajman

UAE Tourism Council Reviews National Initiatives to Boost Domestic and International Tourism Demand at Ajman Meeting

Abu Dhabi, 18 August 2026: The UAE Tourism Council, chaired by His Excellency Abdulla bin Touq Al Marri, Minister of Economy and Tourism, convened in Al Zorah, Ajman, with the participation of chairpersons and directors general of local tourism authorities. The meeting discussed ways to strengthen integration among national efforts to promote UAE tourism destinations, as well as a number of initiatives aimed at stimulating domestic and international tourism demand, supporting the sector’s growth and consolidating the UAE’s standing as a global tourism destination.

The Council reviewed the latest performance indicators for UAE tourism and forward bookings for the fourth quarter of 2026. It also examined the outcomes of its previous meeting and the progress made in implementing the agreed actions, including completed and pending measures and the steps required to finalise and accelerate their implementation.

In this context, His Excellency Abdulla bin Touq Al Marri affirmed that, guided by its wise leadership’s directives, the UAE now possesses an integrated tourism ecosystem founded on global best practices. He noted that the country enjoys advanced enablers and infrastructure that strengthen its ability to attract tourists from global markets — from transport networks, airports and logistics services to the diversity of tourism destinations and experiences, the development of the hospitality sector, and advanced standards 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 reinforcing its competitiveness and standing among the world’s leading tourism destinations.

He stated: “We are committed to continuing national efforts and strengthening integration between federal and local tourism entities and the private sector, in order to develop and innovate further initiatives and projects that support the growth of the tourism sector and enhance its regional and global competitiveness. We also seek to provide diverse and integrated tourism experiences that encourage visitors to explore more than one destination within the UAE, extend their stay and increase their tourism expenditure, ensuring that all destinations benefit from the sector’s growth. These efforts are aligned with the objectives of the UAE Tourism Strategy 2031, which seeks to raise the tourism sector’s contribution to GDP to AED 450 billion by 2031.”

He added: “Today’s meeting represents a new step towards supporting the growth of domestic tourism and enhancing the tourism sector’s ability to reach new segments and markets and attract more visitors. This will be achieved through discussing a number of national tourism initiatives, foremost among them the development of the Visit UAE digital platform as an integrated national umbrella that reflects the diversity of the UAE tourism experience and enhances its presence in international markets. This is complemented by 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, thereby providing citizens and residents with more diverse and attractive tourism options and experiences and supporting increased tourism expenditure within the UAE.”

Strengthening the UAE’s Presence at International Tourism Exhibitions

The Council reviewed the UAE’s international tourism participation programme through to March 2027, which includes participation in a number of the most prominent global tourism exhibitions and platforms across Europe, Asia, the Americas and the GCC countries. This will enhance the UAE destination’s presence in priority tourism markets and support efforts to attract more visitors, expand partnership networks with tour operators and international travel and tourism companies, and promote the diversity of tourism products and experiences offered by the UAE.

Developing Domestic Tourism Demand

The meeting examined ways to develop domestic tourism demand and strengthen the attractiveness of tourism within the UAE through the development of joint offers targeting citizens and residents. It also discussed supporting partnerships between hotels, attractions, tourism establishments and national benefits programmes, enabling the provision of diverse tourism options and experiences that meet the interests of all segments of society.

The Council also discussed expanding the acceptance and use of the Jaywan Card across the tourism sector, thereby enhancing the benefits derived from tourism expenditure within the UAE and supporting the growth of activities and establishments associated with the sector.

Stimulating Domestic Tourism

The Council also highlighted available opportunities to strengthen domestic tourism and make greater use of residents’ purchasing power, given the substantial potential to develop integrated tourism products, offers and experiences that encourage increased tourism expenditure within the UAE, extend stays and capitalise on the diversity of destinations and experiences available across the Emirates.

The Council discussed strengthening cooperation with benefits and privileges programmes aimed at 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 all segments of society. This will contribute to stimulating domestic tourism activity and enhancing the benefits enjoyed by tourism destinations and establishments from local expenditure.

The Council also reviewed the latest developments in the Visit UAE digital platform and its role in strengthening the promotion of the UAE tourism destination under a unified national umbrella. This includes developing national tourism messaging and content, strengthening partnerships between government entities and the private sector, and coordinating tourism entities’ efforts in overseas participation and the targeting of priority markets — supporting the UAE’s presence on the international tourism stage.