UAE Launches “Visit UAE” and UAE Grand Tour: What Travel Businesses Need to Know

The UAE has launched “Visit UAE”, the country's first unified national tourism identity at the federal level, together with the “UAE Grand Tour” platform. Announced by the Ministry of Economy and Tourism during Arabian Travel Market 2026, the UAE Grand Tour offers multi-emirate itineraries of up to 14 days, covering routes across all seven emirates. The platform also provides tools for travel agents and tour operators to develop tourism programmes for international markets and allows travellers to search and book programmes through participating tourism partners.

What does this mean for UAE travel businesses?

The new platform creates an opportunity for travel agencies and tour operators to develop packages combining different emirates instead of offering only single-destination holidays. A business could, for example, structure a package covering Dubai, Abu Dhabi, Sharjah and Ras Al Khaimah, depending on the products and partners available through the platform.

However, joining or using the UAE Grand Tour does not replace the legal licence required to operate a travel or tourism business. The licensing requirements of the relevant emirate and tourism authority continue to apply.

For example, in Dubai, Regulation No. (6) of 2006 Concerning the Licensing of Tourist Establishments and Travel Agencies identifies activities including Travel and Tourism Agent, Outbound Tour Operator and Inbound Tour Operator under Article 3. Article 4 states that an establishment cannot conduct a tourist activity in Dubai without obtaining the relevant licence from the tourism authority.

What legal responsibilities does a travel agency have?

A travel business must be particularly careful about what it promises to customers.

Under Article 5(4) of Dubai Regulation No. (6) of 2006, a licensed establishment must undertake to provide clients with complete and correct information about tourism programmes. Article 8 also requires establishments organising inbound or outbound tours to maintain insurance coverage against risks and damage arising from those tours.

More importantly, Article 9 requires sellers of inbound or outbound tours to perform the elements of the tour stated in their advertising material or booking form. If an element changes, an equivalent alternative must be provided with the client's written consent. If the client does not accept the alternative, the amount paid for the altered or missing element must be refunded.

This becomes particularly important when businesses start selling new multi-emirate packages. The itinerary, hotels, transportation, activities, dates, inclusions and exclusions should be clearly stated in the booking documentation.

What about booking terms and customer protection?

Dubai's tourism rules require booking documentation to contain important details including the traveller's information, total cost, advance payment, outstanding amount and due date, destinations, travel dates, accommodation, meals, transport, optional tours and cancellation conditions.

At the federal level, Federal Law No. 15 of 2020 on Consumer Protection, Article 4 recognises consumer rights including receiving accurate information about services, fair dispute settlement and fair compensation for damage caused by the service.

For a travel business, this means that promotional material and booking documents should match the actual service being sold. Businesses should also clearly address cancellation, refunds, changes to itineraries, additional charges and customer complaints in their terms and conditions.

Does the UAE Grand Tour change the licensing requirements?

No. The announcement of the UAE Grand Tour does not state that it replaces the existing licensing system.

The UAE Grand Tour is a national tourism product and booking platform, while the authority to license tourism activities remains governed by the applicable emirate-level regulations. For example, Dubai's tourism legislation continues to distinguish between travel agents and different types of tour operators.

Therefore, a business should not assume that participation in the Grand Tour gives it permission to undertake a tourism activity that is not covered by its existing licence.

What should travel businesses do now?

Travel agencies and tour operators looking to use this new opportunity should first review their existing licence and approved activities, then examine whether their proposed packages require additional permits or approvals. They should also review agreements with hotels, transport companies and experience providers, and make sure customer booking forms, cancellation terms, refund provisions and promotional material accurately reflect the package being sold.

The launch of Visit UAE and the UAE Grand Tour is therefore more than a tourism campaign for businesses. It creates an opportunity to sell multi-emirate tourism products to international customers, but businesses must continue to comply with the applicable licensing, tourism, consumer-protection, insurance and contractual requirements.

Conclusion

The UAE Grand Tour gives travel agencies and tour operators a new way to build and market multi-emirate tourism packages, with programmes of up to 14 days across the UAE. For businesses, the opportunity should be considered alongside their existing legal obligations.

A travel agency should have the correct tourism activity on its licence, provide accurate information to customers, properly document bookings, maintain required insurance and comply with its contractual and consumer-protection obligations. The new platform creates a commercial opportunity, but it does not replace the legal requirements for operating a travel business in the UAE.