His Excellency Mohamed Khalifa Al Mubarak, Chairman of the Department of Culture and Tourism – Abu Dhabi, said: “The announcement made by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and ruler of the Emirate of Dubai, relating to the UAE Unified Tourism Identity strategy is an exciting and significant milestone, which elevates the country's reputation as a unique and diverse travel destination.

https://tcaabudhabi.ae/en/media.centre/news/statements.from.the.department.of.culture.and.tourism.abu.dhabi.on.uaes.unified.tourism.identity.strategy..aspx