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Press Release

UAE participates in BRICS tourism ministerial meeting and
showcases its initiatives for sustainable tourism development in line

with global best practices

Growth figures for 2024 reaffirm the country’s steady progress toward achieving

the objectives of the National Tourism Strategy 2031

Abu Dhabi, May 14, 2025:

The UAE participated in the BRICS tourism ministerial meeting held in Brasília, the capital of
Brazil, as part of its ongoing efforts to enhance international cooperation in advancing sustainable
tourism development and exchanging global best practices within the sector.

H.E. Dr. Abdulrahman Hassan Al Muaini, Assistant Undersecretary for the Intellectual Property
Sector at the Ministry of Economy, represented H.E. Abdulla bin Touq Al Marri, Minister of
Economy and Chairman of the Emirates Tourism Council, at the meeting.

H.E. Dr. Al Muaini underscored the UAE’s strong commitment to building a resilient and
sustainable tourism sector in line with global best practices. This approach has solidified the
country’s position as a leading destination and strengthened its presence on the global tourism
map. Guided by the vision and directives of its wise leadership, the UAE, H.E. noted, remains
committed to deepening collaboration with global partners, particularly the BRICS countries, to
develop an innovative and sustainable tourism sector, while also shaping a more inclusive,
forward-thinking, and sustainable tourism future for generations to come.

During the meeting, H.E. Dr. Al Muaini highlighted the key performance indicators of the UAE
tourism, along with the initiatives and policies currently being implemented to strengthen the
country’s global standing in the field. These efforts align with the objectives of the National
Tourism Strategy 2031, which aims to elevate the UAE’s status as the best tourism brand in the
world and attract 40 million hotel guests annually by the next decade.

His Excellency reaffirmed the UAE’s commitment to leveraging advanced technologies through
initiatives and policies that drive innovation and growth across the sector. Key initiatives include
the launch of the nation’s first integrated tourism platform powered by virtual and augmented
reality, alongside the expansion of digital personalization tools aimed at enhancing the traveler’s