Yas Island Abu Dhabi has partnered with travel-tech brand Holiday Tribe to roll out #MyYasVibes, a new creator-led campaign that brings the destination’s thrill, adventure and entertainment offerings to Indian audiences through immersive storytelling.

The campaign went live this month with a group of 12 macro influencers from India travelling to Yas Island to experience and showcase its signature attractions.

According to a press release from Yas Island Abu Dhabi, the campaign is built around authentic, experience-driven content rather than conventional destination advertising. As part of the initiative, creators explored Ferrari World™ Yas Island, SeaWorld® Yas Island, and Warner Bros. World™ Yas Island, Abu Dhabi, each capturing a different side of the destination in their own narrative style. Collectively, the campaign has reached close to 20 million users across platforms including Instagram, YouTube and Facebook, with nearly 100 pieces of content released within three weeks.

The #MyYasVibes campaign draws on the insight that Gen Z audiences prefer discovering destinations through people they relate to, rather than through polished promotional messaging. Creators were positioned as narrative builders, resulting in a mix of master films, cohort reels, static posts and stories that reflect varied travel preferences and engagement styles. The emphasis remained on relatability and immersion, allowing the content to feel organic and share-worthy.

Badr Bourji, Senior Vice President Marketing, Miral Destinations, said India continues to be a highly engaged priority market for Yas Island. He noted that partnering with Holiday Tribe on a creator-led approach helped bring the destination’s story to life in an authentic manner, highlighting the diversity of experiences on the island and reinforcing the idea that every visit delivers a distinct Yas vibe and sense of adventure.

Chirag Goyal, Founder of Holiday Tribe, said the campaign aligns closely with the brand’s core belief that travel is deeply personal and should be customised around the traveller. He added that Yas Island’s range of experiences lends itself naturally to tailored inspiration, and the diverse group of creators unlocked fresh perspectives on the destination, enabling audiences to discover their own version of a Yas Island holiday.

Through the campaign, creators showcased the full spectrum of Yas Island’s offerings, from record-breaking rides and high-speed coasters at Ferrari World™ Yas Island, to immersive storytelling and iconic characters at Warner Bros. World™ Yas Island, and marine encounters at SeaWorld® Yas Island, the world’s largest indoor marine-life theme park. The content also spotlighted the island’s dining, shopping and entertainment experiences, underlining its appeal to different kinds of travellers.

With #MyYasVibes, Yas Island Abu Dhabi and Holiday Tribe have combined destination marketing with creator-driven narratives, positioning the island as a place where every traveller can discover a vibe that feels personal, memorable and uniquely their own.