Yas Island receives a new identity


At the mega launch event held at Ferrari World Abu Dhabi recently, Miral revealed the new identity of Yas Island destination. Designed to reflect the destination’s ethos, 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.

Mohamed Abdulla Al Zaabi, CEO of Miral, said, “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 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.”

Yas Island

Yas Island is a man-made island in the capital of the UAE. The island constitutes a total area of 2,500 ha, out of which 1,700 ha is to be used for further development.

In 2009, at the World Travel Awards, Yas Island was referred to as the world’s leading tourism project.

Yas Dream

The launch event at Ferrari World Abu Dhabi also marked the launch of Miral’s ‘Yas Dream’ campaign. The campaign encourages visitors from the past, present and future to share their memories about Yas Island with the world.

By using the hashtag, #YasDream, the Yas community will be able to share their absolute favourite moments, experiences at the Yas Island and henceforth, suggest others when they visit the island.

Miral has also launched a new website for Yas Island in Arabic and English with a brand new logo and the tagline ‘live the dream’. The website is a part of its ‘Yas Dream’ campaign.

Top 10 destination

Also during the launch, Miral announced its plan to attract around 48 million visitors per year by 2022. The company also envisions hosting around 100,000 corporate travellers with 4,000 hotel rooms. Right now, there are 2,500 hotel rooms in the island.

HE Mohamed Khalifa Al Mubarak, Chairman of Miral, commented, “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.”

Miral further expects the overall visitor number to increase by 15% this year as the Chairman of Miral, Mohamed Khalifa Al Mubarak, notes, “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”.

The primary source markets for Yas Island include tourists from India, Saudi Arabia, China, UK and Germany. By the middle of 2017, the company envisions to have a vivid plan about the delivery date of the project.
Yas Island has recently announced that the summer of 2016 saw a record 50% increase in visitor numbers to be its most successful to date. Yas Island has also revealed that over 600,000 people this summer visited two key island attractions, Yas Waterworld and Ferrari World Abu Dhabi.

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