Russo, EduardoFigueira, Ariane RoderMataruna-Dos-Santos, Leonardo Jose2024-02-022024-02-02© 20232023Russo, E., Figueira, A. R., & Mataruna-dos Santos, L. J. (2023). The Hilton hotels in the midst of the UAE 2071 centennial plan: Redesigning the UAE on the path of innovation and international tourism. Tourism and Hospitality Management, 29(4), 627-638. https://doi.org/10.20867/thm.29.4.1713307533https://doi.org/10.20867/thm.29.4.17https://hdl.handle.net/20.500.12519/1011Motivated by the strategy of economic diversification and the consequent transformations in the tourism and hospitality sector of the United Arab Emirates (UAE) mainly from implementing a long-term vision through the UAE Centennial Plan 2071, the case aims to put students in the role of Jan Schneider, president of the Hilton Hotels for the Middle East and Africa, so that they can propose an expansion strategy for the group in the country and region. In this context, some strategic challenges related to institutional uncertainties and the possible increase in market competitiveness need to be addressed. The case was designed for undergraduate and graduate students of business administration and hotel management who want to discuss topics such as entry strategies and international expansion of hotel ventures. © 2023 Author(s). All rights reserved.en-USHospitalityHotelsInnovationInternational ExpansionMiddle EastTourismArticleCopyright : © 2023 Author(s). All rights reserved.