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This paper aims to assess destination branding strategies in the United Arab Emirates though the specific lens of heritage. The online positioning of Destination Management Organizations is taken as a framework for interpreting national and emirate-level ambitions that connect selected branded elements with downstream activities, such as digital marketing, promotion, and storytelling. Results demonstrate the optimization of heritage in the communication of local UAE destination brands and its usability to both private and public stakeholders.

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Digital Use of Heritage in UAE Tourism Branding

  • 会议论文

  • 发表日期：

    2025年

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  • Adriaan De Man,
  • Jawaher Akram,
  • Amal Mohammed,
  • Sarah Pordeli

摘要

This paper aims to assess destination branding strategies in the United Arab Emirates though the specific lens of heritage. The online positioning of Destination Management Organizations is taken as a framework for interpreting national and emirate-level ambitions that connect selected branded elements with downstream activities, such as digital marketing, promotion, and storytelling. Results demonstrate the optimization of heritage in the communication of local UAE destination brands and its usability to both private and public stakeholders.