Page 21 - ADTCM PR REPORT - FEBRUARY 2026

The tour focuses on highlighting the Emirate’s tourism and cultural identity, showcasing the

diverse range of tourism experiences it offers to meet the interests of various visitor segments,

while also spotlighting the qualitative development of tourism facilities, service standards, and

the integrated tourism product that reflects the Emirate’s forward-looking vision for this vital

sector.

The programme includes a series of high-level professional meetings with leading tour

operators, travel and tourism companies, and representatives of specialised media outlets in

the UK market. These meetings will provide a platform to present available tourism and

investment opportunities, explore avenues for cooperation, exchange expertise, and build

long-term partnerships that contribute to boosting inbound tourism and opening new

channels for sustainable tourism promotion.

His Excellency Mahmood Khaleel Alhashmi, Director General of the Department, stated:

“Organising this promotional tour in the United Kingdom reflects the Department’s

commitment to adopting a proactive and systematic approach to international tourism

promotion, expanding the base of source markets, and enhancing the Emirate’s

competitiveness in priority markets, in line with the Department’s strategic directions.”