The most-visited shopping and holiday destination, the capital city of Dubai, renowned for modern, high-tech architecture, may soon turn into a hotspot for agricultural tourism. Dubai, which imports most of its food due to its limited arable land, is set to be transformed by an ambitious project, the Agri Hub, by URB. This is a huge step by the emirate towards food security whilst adding to its list of key tourist destinations. Dubai will add to its brand bag by turning itself into a significant destination for agri-tourism. It plans for the Hub to be "an innovative blueprint for decarbonized rural tourism hubs of the future."