The World Tourism Organization, the United Nations agency responsible for the promotion of responsible, sustainable, and universally accessible tourism, rises on UAE’s billboards for the first time, announcing their latest initiative, “Tourism Opens Minds.” The new hospitality and tourism campaign holds a pledge to develop tourism in less visited regions, to open up new opportunities, and to make travel a truly heart and mind-opening experience. \r\nThe outdoor campaign for The World Tourism Organization hosts the initiative’s logo, a symbol that embraces all places and people, inspired by the colors of the flags of every country in the world. The visual is extremely attractive to onlookers, encouraging them to embrace the concept of travel as an opportunity for personal growth and global harmony.\r\n\r\nThe pledge exhibited on UAE’s streets emphasizes the idea that tourism has the potential to bridge cultural gaps, break down stereotypes, and create meaningful connections between people from diverse backgrounds. The ad copy notes the campaign slogan in both Arabic and English, as well as the link to the UNWTO website as a means for the audience to learn more. The color combos in the ad also create a sense of unity and cohesiveness, which one can also find through tourism and opening their eyes to new experiences across the globe. \r\nThe ad surfaced on Dubai’s billboards across hoarding billboards and digital screens in the second week of October.