Crown Prince of Umm Al Qaiwain launches the emirate’s new promotional identity, aiming to enhance tourism and economic growth.
UMM AL QAIWAIN: Under the vision of H.H. Sheikh Saud bin Rashid Al Mu’alla, Ruler of Umm Al Qaiwain, the emirate has unveiled its new promotional identity to boost its position as a prominent destination for tourism and investment. The initiative was officially launched by H.H. Sheikh Rashid bin Saud bin Rashid Al Mu’alla, Crown Prince and Chairman of the Executive Council.
The new identity was developed as part of a long-term strategic vision to transform Umm Al Qaiwain into a leading tourism hub in the UAE. It showcases the emirate’s unique natural, cultural, and historical elements, while aligning with national goals of economic diversification and sustainable development.
Speaking on the occasion, Sheikh Rashid emphasised that the promotional identity is not just a logo but a full embodiment of Umm Al Qaiwain’s essence—drawing inspiration from its heritage and environmental richness. The design includes elements such as waves, desert sands, palm trees, pearls, and Arabic calligraphy, creating a visual narrative that connects the past with the future.
H.H. Sheikh Saud noted that the tourism sector remains a key pillar of the national economy, adding that the new identity would help unify the emirate’s communications and strengthen its global image. Sheikh Majid bin Saud bin Rashid Al Mualla, Chairman of the Department of Tourism and Antiquities, highlighted that the brand will be used across platforms to promote Umm Al Qaiwain as a premier destination for leisure, investment, and cultural exploration.
The launch event featured a creative showcase of the new visual identity, attended by senior officials, department heads, and community representatives.
