Millie Bobby Brown Becomes Yas Island's New Brand Ambassador: What This Means for UAE Tourism

Yas Island Abu Dhabi just landed one of the biggest entertainment partnerships of the year.Global superstar Millie Bobby Brown, best known for her role as Eleven in Netflix's Stranger Things, has officially been named as the entertainment destination's newest brand ambassador. The announcement comes at a perfect moment as the final season of Stranger Things preparesto launch and the island unveils its immersive Stranger Things: The Experience attraction.​

The Campaign That Captured Hearts

The reveal campaign feels ripped straight from Hawkins. In a cinematic teaser, Brown appears in the iconic Byers' living room, bathed in the glow of the famous alphabet wall. As she reflects on saying goodbye to Stranger Things and contemplates taking a holiday, the fairy lights begin to flicker mysteriously, spelling out a new message: "YAS". The message is clear—her next adventure begins on Yas Island.​

Liam Findlay, CEO of Miral Destinations, expressed enthusiasm about the partnership: "We couldn't think of a better time to welcome Millie Bobby Brown into the Yas Island family. Millie represents everything Yas Island stands for: imagination, adventure, and pure, unforgettable fun".

Stranger Things Experience Opens to Public

The timing of Brown's ambassadorship coincides perfectly with the opening of Stranger Things: The Experience on Yas Island. This immersive walk-through attraction allows fans to step directlyinto the world of Hawkins, uncover mysteries of the Upside Down, and become heroes of theirown story. The experience represents the region's first dedicated attraction based on the Netflix phenomenon, solidifying Yas Island's position as a cultural crossover destination.​

A Strategic Pop Culture Partnership

This isn't Yas Island's first celebrity ambassadorship. The destination has previously partnered with Jason Momoa ahead of Aquaman and Ryan Reynolds before Deadpool. Each collaborationwas strategically timed with major Hollywood releases, injecting Yas Island into global conversations and connecting streaming entertainment with fan-experience marketing.​

With the final season of Stranger Things scheduled to roll out in multiple volumes in late 2025,the partnership underscores a broader cultural strategy—connecting entertainment franchises with destination branding in the region. Yas Island already hosts major attractions includingFerrari World, Warner Bros. World, and SeaWorld, and will host the Formula 1 Abu Dhabi Grand Prix in early December.​

As Brown herself noted in the campaign: "It's probably a good sign, right?". For Yas Island and UAE tourism, bringing one of the world's most recognizable young stars into the fold represents a significant win, particularly as the destination positions itself as a premier entertainment hub drawing visitors from across the globe.​

Fans can follow Brown's upcoming adventures on Yas Island through the destination's official social media channels, with more experiences expected throughout her ambassadorship.​