DCT Abu Dhabi, Miral unveil Saadiyat Island’s new vision, strategy & brand

By Arya M Nair, Intern Reporter
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Saadiyat Island
Representational image

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Miral, the region’s leading creator of immersive destinations and experiences, have unveiled Saadiyat Island’s new vision, strategy and brand.

This new strategy is set to attract travelers seeking transformative, luxury and drive Saadiyat Vision 2025 which aims to grow domestic, regional, and global visitor numbers, supporting the development of Abu Dhabi’s tourism ecosystem and the diversification of its economy. Saadiyat Island is expected to attract 19 million visitors and contribute $1.14 billion in direct tourism revenue by 2025.

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. The logo, inspired by the island’s name and the Arabic letter ‘S’, taking the form of the letter in a modern calligraphy style, represents both the island’s rich culture and its modern offerings.

Saleh Mohamed Saleh Al Geziry
Saleh Mohamed Saleh Al Geziry
Director General –
DCT Abu Dhabi

“Saadiyat Island is undoubtedly one of Abu Dhabi’s finest treasures. It is unmatched anywhere in the world for its stunning natural beaches, world-class arts, cultural, educational, wellness, sporting and F&B experiences. This natural island is home to amazing wildlife and luxury hotels alike and there truly is something for everyone to enjoy, seamlessly fitting into Abu Dhabi’s wider strategy as the destination of choice for global travelers. We look forward to elevating awareness of Saadiyat’s enriching experiences as part of Abu Dhabi’s wider offering. From culture and entertainment to amazing landmarks and natural landscapes – all within proximity to one another – Abu Dhabi is a must-visit destination.”

Earlier this year, DCT Abu Dhabi 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.

Mr. Mohamed Abdalla Al Zaabi, CEO of Miral, said that “We are honored 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.”

With five luxurious waterfront resorts comprising global brands Park Hyatt and St. Regis as well as regional pioneers Jumeirah, Rotana and Rixos, Saadiyat Island will be the destination of choice for discerning travelers. For those seeking an even more exclusive experience, a boutique villa retreat is located on Nurai Island which can be reached in 15 minutes by speedboat from its private pier on Saadiyat Island.

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