Innovation is a crucial matter for the economic efficiency of any industry. Researchers have concentrated on exploring innovation and its impact on the tourism, especially during the current crisis of Covid-19.The efficiency of the tourism industry is dependent on its proficiency in renovating service supply to be an innovative process of tourists' satisfaction of their needs and requirements. Innovation as the source of operative value in tourism has accomplished the presence of creative tourism types that praise unique programs. “Over the past few decades, the UAE's efforts have culminated in ranking first among the Middle East and North African countries and 36th globally among 143 countries in terms of performance in the 2014 Global Innovation Index. This paper aims to reveal and tackle the numerous innovative endeavors that the UAE tourism sector is exerting to make itself an innovative destination. Using a questionnaire, the study investigates the UAE tourism attempts to be a “global tourism hub" compared to its main competitors whether in the region or internationally. The study inspects the innovative tourism projects that made the UAE a major global player and encouraged other destinations to develop their products creatively. The study adopts the quantitative method based on an e-survey to collect data from respondents in the UAE. The sample framework of the study is the population of the UAE. The study used a convenient sample to collect data due to the effects of COVID-19.