The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Miral, Abu Dhabi’s leading creator of immersive destinations and experiences, have unveiled Saadiyat Island’s new vision, strategy and brand. This is aimed at positioning it as a leading beach, nature and cultural destination, which bolsters the emirate’s tourism sector and supports the diversification of Abu Dhabi’s economy.

This new strategy is set to attract travellers seeking transformative, luxury experiences and drive Saadiyat Vision 2025 which aims to grow domestic, regional, and global visitor numbers, supporting the development of Abu Dhabi’s tourism ecosystem. Saadiyat Island is expected to attract 19 million visitors and contribute AED 4.2 billion in direct tourism revenue by 2025.

As with the strategy, 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, Director General for Tourism at DCT Abu Dhabi, said: “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 travellers.