Sea faring has always been an integral part of Abu Dhabi’s identity and culture. So it is no surprise that cruise tourism should be one of the key focus areas in Abu Dhabi’s strategic plans to make the emirate a global tourism destination. Its location and temperate climate (during cruise season), unpoilt beaches and cultural attractions such as the Lourve and Guggenheim creates a dynamic and vibrant backdrop for tourism. The new brand identity uses colour, shapes and movement to capture the fan fare and the celebration experienced when a cruise liner comes to port