Yas Island’s evolution from an ambitious leisure project into one of the world's most concentrated entertainment hubs is entering a defining new chapter. At the centre of this momentum is Miral Destinations, the promotional and commercial arm tasked with turning multi-billion-dollar IP investments into global footfall. Fresh from signing 30 strategic MoUs at ATM, CEO Liam Findlay sits down with TTN to detail how major pipeline additions - including three Harry Potter-themed lands, Topgolf, and a landmark Disney theme park resort - are paired with direct travel trade integration, digital APIs, and rigorous accessibility benchmarks.
Connecting the ecosystem
For Liam Findlay, destination marketing can no longer rely on single-attraction appeals. Today’s traveller is fragmented, discovering, booking, and seeking experiences across multiple platforms.
"Our focus is on creating demand for the destination, expanding its reach across international markets, and ensuring travel partners have compelling products and experiences that resonate with today's traveller," Findlay explains.
Rather than isolated visits, Miral Destinations is focused on weaving the island’s assets - theme parks, hospitality, dining, and live events - into a unified package. A crucial component of this is closing commercial loops at major industry forums.
"That is something we have continued to build on at ATM this year, with 30 MoUs signed across airlines, travel platforms, and distribution partners. These partnerships address different stages of the guest journey, helping make Yas Island and its packages more accessible across our priority markets while driving long-term tourism growth," he notes.
Harry Potter, Topgolf, Disney
The island’s entertainment portfolio is on the verge of another seismic expansion. Beyond recent additions like Matamir’s Drop at Yas Waterworld - the UAE’s tallest waterslide - and the Kryptonite Collider at Warner Bros. World, Findlay points to a transformative pipeline.
"We have the three upcoming Harry Potter-themed lands at Warner Bros. World Yas Island, Abu Dhabi, alongside major new additions including Topgolf," Findlay reveals. "And, of course, the announcement of a Disney theme park resort represents a landmark milestone for Yas Island and the wider region. The scale and diversity of what is ahead will give visitors even more reasons to come, and importantly, to come back."
Complementing the high-octane theme parks is a parallel drive into lifestyle, sports, and waterfront leisure, evidenced by the rollout of the new Yas Bay Waterfront beach experience.
Empowering the travel trade
While direct consumer inspiration is vital, Findlay emphasises that B2B intermediaries remain fundamental to driving high-volume international visitation. To support travel agents, wholesalers, and tour operators, Miral Destinations has rolled out a suite of commercial and technical tools.
These include dedicated trade-only rates across attraction tickets and bundled hotel packages provide clear commercial value and direct API integrations and channel management tools automate availability and bookings. Seasonal, performance-based incentive structures have been rolled out that reward high-performing partners. Hands-on workshops, tailored destination training, and familiarisation trips have been organised, allowing agents to experience the product firsthand.
For me, success is not just measured in visitor numbers, but in the lasting connection people build with the destination and their desire to come back and experience it again- Liam Findlay
Global standard for accessibility
A standout priority for Miral Destinations is guest accessibility and neurodiverse inclusivity. Through partnerships with international bodies, Yas Island’s headline attractions - including Ferrari World, Yas Waterworld, Warner Bros. World, SeaWorld, and CLYMB - have all attained IBCCES Certified Autism Center designations.
"Inclusivity and accessibility are fundamental," says Findlay. "We have mapped the visitor journey for People of Determination and their families to better understand their experiences, identify barriers, and prioritise improvements."
This framework goes beyond physical infrastructure. All guest-facing staff undergo autism awareness training, while the dedicated Yas Concierge teams receive accessibility etiquette coaching informed by continuous guest feedback.
Emotional metric of success
For Findlay, visitor volume is only half the equation.
"Travel is deeply emotional," he reflects. "People may remember the attractions they visited, but they also remember how a destination made them feel, the experiences they shared, and the stories they took home with them. For me, success is not just measured in visitor numbers, but in the lasting connection people build with the destination and their desire to come back and experience it again."