Crown Prince Sheikh Rashid bin Saud bin Rashid Al Mu’alla unveiled the emirate’s new promotional identity to elevate Umm Al Quwain’s global tourism and investment standing. The launch emphasised the emirate’s heritage and natural appeal, aiming to forge a distinctive and modern presence on the international stage.
Under the guidance of Sheikh Rashid, the identity emphasizes Umm Al Quwain’s natural and cultural wealth and seeks to amplify the emirate’s global visibility to foster tourism growth and economic dynamism. His Highness Sheikh Saud bin Rashid Al Mu’alla, the Ruler of Umm Al Quwain, described the identity as “inspired by our deep-rooted history and culture,” positioning it as a bridge between the emirate’s heritage, current achievements, and future aspirations.
Refraining from describing the launch as simply a logo, Sheikh Rashid highlighted that it encapsulates the emirate’s essence and heritage, marking a significant milestone on its path to a more prosperous and sustainable future. The new promotional identity seeks to draw high-quality investments and enhance Umm Al Quwain’s appeal as a destination for contemporary living, tourism, and business.
Sheikh Majid bin Saud bin Rashid Al Mu’alla, Chairman of the Department of Tourism and Antiquities, affirmed that the identity reflects a forward-looking strategy focused on enriching visitor experience. He asserted the emirate is set to deliver compelling experiences for both domestic and international tourists, reinforcing its reputation as a prime destination for leisure and relaxation.
The design carries deep symbolic meaning—incorporating elements that evoke Umm Al Quwain’s varied environment and rich cultural legacy. The visuals include the sea’s waves, desert sands, palm trees, a water droplet, a pearl shape symbolising maritime heritage, and Arabic calligraphy to reflect Emirati cultural depth. These motifs combine tradition with innovation to shape a modern and meaningful image of the emirate.
The unveiling was staged through a creative presentation illustrating the identity’s components and underlying values. It showcased plans to unify communications, digital content, and promotional strategy according to global best practices. Representatives from both local and federal entities, including several sheikhs and heads of departments, attended the event, underscoring its significance on both the emirate and national levels.
This unveiling fulfils a core ambition outlined in Umm Al Quwain’s broader strategic efforts, including Vision 2021, which prioritised sustainable and diversified economic growth, attractive tourism, and robust infrastructure. The new promotional identity builds on that foundation, aiming to provide a cohesive and compelling brand narrative for the emirate.
By presenting a unified and culturally resonant image, Umm Al Quwain positions itself to attract a new wave of visitors and investors. The goal is to enhance the emirate’s tourism offering with authenticity and modernity, aligning with broader UAE goals like those in the UAE Tourism Strategy 2031, which seeks to raise tourism’s economic contribution, boost competitiveness, and attract substantial investment.
The unveiling of the distinctive tourism identity to attract visitors marks an intentional step for Umm Al Quwain to stake its claim as a premier destination in the region—leveraging its heritage, environment, and strategic vision to craft a compelling future.
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