The Al Ain Economic Development and Tourism Promotion Authority (AAEDTPA) is working with global brand specialists - Landor Associates - to create the region's first-ever city brand for Al Ain.

The move is designed to help create significant and sustainable development and employment opportunities by promoting the city as a tourist destination that will complement the UAE's existing tourist offering.

"We are proud to be the first city in the region to create a brand as it will help promote Al Ain's offering to the rest of the region and the world. We will complement Abu Dhabi and Dubai's tourism industry to strengthen the UAE's offering and pursue all opportunities without jeopardising the heritage, cultural integrity and true identity of this beautiful city," Sheikh Sultan Bin Tahnoon Al Nahyan, undersecretary of the Dewan of the Ruler's Representative in the Eastern Province and Chairman of the Al Ain Economic Development and Tourism Authority, said at the signing ceremony with Landor in Al Ain. AAEDTPA and Landor Associates will develop a three-phase project.