Three prominent destinations in the United Arab Emirates — the luxurious beachfront resort Jumeirah Marsa Al Arab in Dubai, the cultural landmark Zayed National Museum in Abu Dhabi, and the record-breaking Surf Abu Dhabi attraction — have been named among TIME magazine’s World’s Greatest Places of 2026, highlighting the country’s growing influence in global tourism, culture, and experiential destinations.
The annual list by Time (magazine) recognises 100 extraordinary destinations worldwide that offer unique experiences, innovation, or cultural significance.
Jumeirah Marsa Al Arab: Dubai’s newest luxury icon
Jumeirah Marsa Al Arab was selected for its distinctive design, prime beachfront location, and its role in reinforcing Dubai’s reputation as a global luxury tourism hub.
Designed by renowned architect Shaun Killa, the seafront resort completes a trilogy of landmark Jumeirah properties alongside the iconic Burj Al Arab and Jumeirah Beach Hotel.
TIME noted that the resort stands out not for its scale but for its design, atmosphere, and guest experience. The property features more than 1,000 rooms with private outdoor spaces, multiple fine-dining restaurants, and beach views that capture Dubai’s evolving lifestyle appeal. The hotel has quickly become popular among both international travellers and local staycation guests.
Zayed National Museum: A tribute to UAE heritage
In Abu Dhabi, the Zayed National Museum earned recognition for its architectural brilliance and its role in preserving the UAE’s national story.
Located in the Saadiyat Cultural District, the museum’s striking design features falcon-inspired steel towers symbolising the country’s heritage. The museum traces over 300,000 years of human history through immersive exhibits, digital storytelling, and rare artefacts.
Among its highlights are the Abu Dhabi Pearl, estimated to be around 8,000 years old, and a 3,800-year-old cuneiform tablet from Iraq, often described as the world’s oldest recorded customer complaint.
The museum reflects the UAE’s broader strategy to position itself as a global cultural destination while preserving its national identity and traditions.
Surf Abu Dhabi: Redefining adventure tourism
Also recognised was Surf Abu Dhabi, a pioneering artificial wave facility that is redefining surfing experiences in the region.
Developed with surfing legend Kelly Slater, the attraction has already earned three Guinness World Records, including the world’s longest artificial surfing wave and the largest wave pool.
The facility is also set to become the first artificial wave venue to host a professional surfing championship event, placing it alongside famous natural surf locations such as Bells Beach, Jeffreys Bay, and Banzai Pipeline.
Beyond professional sport, the attraction is also designed to make surfing accessible to beginners through controlled and predictable wave conditions, while also serving as a lifestyle destination with restaurants and leisure facilities.
Resilient tourism brand
TIME’s recognition of three UAE destinations comes at a moment of heightened regional uncertainty, reinforcing the Emirates’ reputation as one of the world’s most resilient tourism brands.
Over the past decade, the UAE has pursued a robust strategy to position tourism as a central pillar of economic diversification, backed by long-term national frameworks such as the UAE Tourism Strategy 2031.
The strategy aims to attract 40 million hotel guests annually by 2031 and raise the tourism sector’s contribution to AED 450 billion of GDP, reflecting the country’s ambition to compete with the world’s leading cultural and leisure destinations.
Dubai welcomed 18.72 million international overnight visitors in 2024, a 9 percent increase year-on-year, surpassing the previous record of 17.15 million in 2023.
The emirate’s hotel inventory continues to expand, exceeding 150,000 rooms across more than 820 establishments, reinforcing its capacity to host growing visitor flows.
Abu Dhabi has also accelerated its tourism push through large-scale cultural investments. The Saadiyat Cultural District — home to Louvre Abu Dhabi, the upcoming Zayed National Museum, and future institutions including the Guggenheim Abu Dhabi — forms a central pillar of the emirate’s cultural tourism strategy.
Authorities aim to attract 39.3 million visitors annually by 2030, while tourism’s contribution to Abu Dhabi’s GDP is expected to grow to AED 90 billion, according to the Department of Culture and Tourism – Abu Dhabi.
Across the UAE, policymakers have increasingly focused on experience-driven destinations designed to attract global travellers seeking culture, lifestyle and adventure. Developments ranging from ultra-luxury beachfront resorts to immersive museums and record-breaking attractions reflect a broader shift from traditional sightseeing to curated visitor experiences. N
New infrastructure, airline connectivity through hubs such as Emirates and Etihad, and liberal visa policies — including multi-entry tourist visas and remote-work permits — have further strengthened the country’s competitive position.
In that context, TIME’s recognition of sites in Dubai and Abu Dhabi serves as a validation of a long-term tourism model built on cultural investment, destination storytelling and global-scale attractions.
