Developer Miral on Wednesday announced a new identity for Abu Dhabi's Yas Island aimed at becoming one of the world’s top 10 destinations for family fun.
As part of the launch, Miral said it aims to attract 48 million visits annually by 2022 and to host 100,000 corporate travellers, with a total of 4,000 hotel rooms.
Miral said in a statement that the new brand identity is a "vibrant representation of an Emirati-bred, world-class destination that is home to a multitude of leisure, cultural, social, and business attractions suited for all audiences".
The event also marked the launch of the ‘Yas Dream’ campaign which invites visitors – past, present and potential – to share their memories.
With the hashtag #YasDream, the Yas community can share their favourite moments, say more about their experience, and recommend those experiences.
Yas Island has recently announced that the summer of 2016 saw a record 50 percent increase in visitor numbers to be its most successful to date. More than 600,000 people visited two key island attractions, Yas Waterworld and Ferrari World Abu Dhabi during the summer months.
Mohamed Khalifa Al Mubarak, chairman of Miral, said: “Through its efforts to develop a world-class leisure and entertainment destination, Miral is playing a key role in supporting the efforts of the Abu Dhabi Vision.
"Tourism is a significant pillar of the Emirate’s growth and development plans, and the evolution of the Yas Island brand is a natural next step as the destination itself continues to evolve. The way in which Yas Island is being developed ensures that it will continue to be a major proof point for Abu Dhabi as a truly global destination.”
Mohamed Abdulla Al Zaabi, CEO of Miral added: “We are excited to unveil a new brand that truly captures the essence of what Yas Island is all about. The vivid sense of movement and vibrant fusion of color reflects a vivacious spirit and a passion for life that Yas stands for.
"We witness this milestone today which marks the beginning of a new chapter in the evolution of Yas Island whilst staying true to its core values of being authentic, progressive, dynamic, determined, embracing, and pioneering.”For all the latest travel news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
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