Our Promise

Travellers Welcome

It’s not just a tourist line.

This is a broad claim to the rest of the world.

It is as relevant to the business traveller as the holidaymaker.

Born out of the past it recognizes our place in the world today.

We are a peaceful nation with strong connections throughout the world.

We are host to many people from other nations.

Our wealth means that we aren’t desperate to make money

from tourism.

Delivering our promise

The notion of respect must be brought to life in ways that are true to the brand essence, i.e. respectfully.

This promise must exist at every stage of the conversation with the outside world - from watching a cinema commercial in Berlin, to experiencing a taxi ride from Abu Dhabi Airport to the Emirates Palace. Even to the way we would brief architects on new buildings – imagine a structure with no apparent doors where one would feel immediately welcomed!

There are many channels available for our message, but if the method of communication does not support this positioning we should avoid it.

Take Direct Marketing for example. Creating communications and mass-mailing it to a group of people who never asked for it in the first place would be invasive and unwelcome. Against the spirit of respect.