Rebranding, new strategy for Saadiyat Island

Saadiyat Island: One Island. Many Journeys

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Miral, Abu Dhabi’s leading creator of immersive destinations and experiences, unveiled Saadiyat Island’s new vision, strategy and brand, positioning it as a leading beach, nature and cultural destination, which bolsters the emirate’s tourism sector and supports the diversification of Abu Dhabi’s economy.

This new strategy is set to attract travellers seeking transformative, luxury experiences and drive Saadiyat Vision 2025 which aims to grow domestic, regional, and global visitor numbers, supporting the development of Abu Dhabi’s tourism ecosystem. Saadiyat Island is expected to attract 19 million visitors and contribute Dh4.2 billion in direct tourism revenue by 2025.

As with the strategy, the island’s campaign ‘One Island. Many Journeys.’ and new brand have been designed to capture the essence of Saadiyat and underpin its wealth of offerings. 

DCT Abu Dhabi recently appointed Miral to oversee the destination management strategy of Saadiyat Island. The two entities have been continuously collaborating on growing the tourism sector in Abu Dhabi, the success of which has led to this renewed partnership.

Mohamed Abdalla Al Zaabi, CEO of Miral, said: “We are honoured and excited to be spearheading Saadiyat Island’s new strategy to position Saadiyat as the destination of choice, providing visitors with enriching luxury experiences. With such a unique offering, from diverse cultural institutions including the iconic Louvre Museum, to pristine white beaches and undisturbed wildlife, Saadiyat Island is well-positioned to boost Abu Dhabi’s tourism sector.”