The UAE’s Ministry of Economy and Tourism has concluded the sixth edition of the World’s Coolest Winter campaign, which ran for six weeks under the slogan “Our Winter is Entrepreneurial.”
The initiative highlighted domestic tourism across the country and showcased the role of entrepreneurs and startups in delivering innovative tourism experiences.
Campaign highlights
The campaign, launched on December 16, involved coordination between the Ministry and tourism authorities in all seven emirates. It aimed to promote the UAE’s diverse attractions, including islands, beaches, nature reserves, and cultural and heritage sites, while also spotlighting entrepreneurial-led tourism products.
His Excellency Abdulla bin Touq Al Marri, Minister of Economy and Tourism, said the campaign’s success demonstrates the UAE’s growing potential as a year-round tourism destination and reinforces the sector’s contribution to national GDP under the We the UAE 2031 vision.
“The UAE has made remarkable progress in adopting innovative models centered on empowering Emirati entrepreneurs and startups to become the sector’s primary growth engines,” he said. “This campaign ensures youth can transform ideas into world-class tourism experiences, supporting sustainable growth.”
Positive results
The sixth edition delivered strong results across all emirates. Hotel revenues reached Dhs 12.5 billion, with more than five million guests, marking a 5% increase from the previous campaign. Occupancy rates averaged 84%, up 2% year-on-year.
The campaign also achieved global visibility, with more than 300 million views and a reach exceeding 1.5 billion people. It engaged 53 local and international content creators, with campaign videos generating over 1.8 million interactions.
Entrepreneurial tourism
A key focus of the campaign was promoting innovative tourism initiatives led by entrepreneurs and startups. It aimed to enhance the visibility of entrepreneurial tourism products, support investment in domestic projects, and highlight green and sustainable tourism opportunities.
The campaign also presented successful initiatives by young Emirati entrepreneurs, including technology-driven travel services and immersive tourism experiences.
Growth of the sector
The campaign underscored continued expansion in the UAE’s tourism and aviation sectors. Passenger traffic across UAE airports is projected to reach 159 million by the end of 2025, a 7.5% increase from 2024. Hotel revenues for January–November 2025 reached Dhs 44.4 billion, up 8.8% year-on-year, while hotel guests rose to 29.1 million. Occupancy rates averaged 79.5%, with stays of 3.42 nights.
The UAE also achieved international recognition in 2025, ranking among the top seven destinations for global tourist spending and excelling in air transport infrastructure. Shaikha Al Nowais was elected the first woman and first Emirati Secretary-General of the UN World Tourism Organisation for 2026–2029. Masfout Village in Ajman won the UNWTO Best Tourism Village 2025 award, and Al Ain was named Capital of Arab Tourism for 2026.
tanvir@dubainewsweek.com
