Etihad Rail, the developer and operator of the UAE’s national railway network, has launched a nationwide rail safety campaign as the country moves closer to the introduction of passenger train services in 2026.
The campaign marks a major milestone in preparations for passenger operations and aims to raise awareness about safe behaviour around railway infrastructure across all emirates. Through a multi-channel strategy involving broadcast, digital platforms, and community outreach initiatives, the campaign will educate residents, motorists, and future passengers on how to safely interact with the railway environment.
As part of the outreach efforts, awareness messaging will also extend across media platforms, including subtle integrations through Gold 101.3 FM, UAE’s No.1 radio station, helping the campaign reach wider audiences across the country.
Etihad Rail said the initiative is built on a long-term vision that views safety not simply as a message, but as a shared cultural responsibility. Centered around the idea that “safety is care,” the campaign encourages individuals, communities, and organisations to play an active role in maintaining a secure railway environment.
Through calm, relatable, and human-focused messaging, the campaign seeks to promote awareness, encourage positive intervention, and help safe behaviour become instinctive over time.
Passenger services are scheduled to begin in 2026 through a carefully phased rollout designed to ensure the highest standards of safety, reliability, and comfort from the very first day of operations.
Established in 2009, Etihad Rail oversees the development and operation of the UAE’s National Rail Network, which spans approximately 900 kilometres. The railway connects major cities, industrial hubs, and ports from Ghuwaifat on the western border to Fujairah on the eastern coast.
The network currently supports freight operations through 11 terminals and four major ports. Once passenger services launch, the railway is expected to connect 11 cities and regions across the UAE through a network of stations linking key urban and economic centres, offering a seamless travel experience for commuters, business travellers, and families.
Adhraa Almansoori, Director of Public Policy and Sustainability at Etihad Rail, said the campaign is an essential part of preparing the public for the arrival of passenger rail services.
“As we prepare to introduce passenger services across the UAE, it is essential that we build awareness and understanding of how to engage safely with the railway,” she said.
“This campaign is about building a culture of care and shared responsibility, ensuring that our communities, our passengers, and our employees all play a role in maintaining the highest safety standards.”
She added that passenger operations will be introduced through a carefully planned phased approach to ensure every journey meets expectations for safety, comfort, and reliability.
As part of the campaign rollout, Etihad Rail has also unveiled a series of advertising visuals showcasing real-life passenger scenarios and everyday interactions within shared public spaces. The visuals are designed to translate safety guidance into relatable moments that reinforce positive behaviour around railway infrastructure.
The campaign will further include engagement programmes with schools, local communities, and key stakeholders, supporting the development of a long-term rail safety culture across the UAE as the national network continues to expand
