By The Digital Travellers | 24 June 2025

In a bid to strengthen Yas Island’s growing popularity among Indian outbound travellers, Indian holiday planning platform Pickyourtrail has announced a strategic partnership with Miral Destinations, the trade and promotion arm for Yas Island and Saadiyat Island, Abu Dhabi.

The collaboration aims to tap into India’s high-intent leisure travel market by combining Pickyourtrail’s digital expertise and custom itinerary capabilities with Yas Island’s diverse tourism offerings. With Indian travellers showing a growing preference for short-haul, experience-driven holidays, Yas Island is positioning itself as the Middle East’s most entertainment-packed destination.

A Content-Led Campaign for the Indian Market
Central to the partnership is a multi-domain content series aligned with Yas Island’s “Zindagi Ko Yas Bol” campaign. This storytelling initiative will be led by three well-known Indian personalities—finance creator Sharan Hegde, author Durjoy Datta, and architect Ashiesh Shah—each offering a unique lens into the island’s appeal. From thrill rides and theme parks to curated stays and cultural hotspots, the campaign is designed to showcase how Yas Island caters to various travel personas including families, couples, and milestone travellers.

“The campaign will blend personal narratives with aspirational travel content, creating an emotional connection with the audience while also driving bookings,” said Pickyourtrail Co-Founder Hari Ganapathy. “Yas Island offers the rare combination of comfort, novelty, and year-round accessibility—something Indian travellers are increasingly seeking. This partnership allows us to go beyond just capturing demand and actively shape it.”

High Growth and High Potential
India continues to be one of Yas Island’s top-performing source markets, with a 44% increase in Indian theme park visitors in 2024 alone, according to Miral Destinations CEO Liam Findlay. “This partnership will further accelerate our efforts in India, not just in Tier 1 cities but also Tier 2 markets where aspirational travel is on the rise,” he said.

The partnership unlocks co-branded promotions, access to exclusive inventory, and broader reach for Pickyourtrail, which recently bagged the title of India’s Best International Holiday Brand. With its tech-driven platform and physical presence in cities like Chennai, Delhi, and Hyderabad, the company is well-positioned to bring Yas Island experiences closer to travellers from across India.

A Destination That Sells Itself
From Ferrari World, Warner Bros. World, SeaWorld, Yas Waterworld, and Yas Marina Circuit to the unique Warner Bros.-themed hotel and concerts at Etihad Arena, Yas Island offers a year-round playground for all age groups. Its mix of theme parks, luxury stays, dining, and retail make it an ideal short getaway just four hours from India.

Miral Destinations hopes this partnership will not only increase visitation but also deepen awareness of Yas Island as a multifaceted destination. With immersive storytelling, on-ground activations, and seamless booking support, the campaign seeks to push Yas Island higher up on the Indian traveller’s bucket list.