UAE’s Winter Tourism Campaign Boosts Global Visibility and Local Economy, Everything You Need to Know

The UAE Ministry of Economy and Tourism has announced the successful completion of the sixth edition of the “World’s Coolest Winter” campaign, which lasted for six weeks from December 16, 2025. The campaign, with the slogan “Our Winter is Entrepreneurial,” was a national initiative aimed at promoting the UAE’s tourism offerings and establishing the UAE as a tourist destination throughout the year. The current campaign has achieved impressive outcomes, including substantial growth in hotel revenue, hotel occupancy, and international attention.

A Nationwide Effort to Boost Domestic Tourism

The World’s Coolest Winter campaign was implemented in collaboration with tourism authorities across all seven emirates, aligning with the UAE’s broader strategy for domestic tourism. With its focus on showcasing the UAE’s rich and diverse tourism assets—from sun-kissed beaches and tranquil islands to nature reserves and cultural landmarks—the campaign offered both local and international visitors a glimpse into the many experiences available in the UAE during the winter season.

A key element of this year’s campaign was to spotlight the role of entrepreneurs and startups in shaping the future of tourism in the UAE. Through the promotion of innovative, entrepreneurial-led tourism experiences, the campaign emphasized the UAE’s commitment to fostering a vibrant and competitive tourism market. By incorporating green, environmental, and agricultural tourism initiatives, the campaign also supported sustainable travel practices, reflecting the UAE’s growing efforts to diversify its tourism offerings.

Achieving Strong Hotel Revenue Growth

One of the most significant achievements of the World’s Coolest Winter 2026 campaign was its contribution to the UAE’s booming hospitality sector. Hotel revenues for the six-week campaign period reached AED 12.5 billion ($3.4 billion), marking a substantial increase compared to previous editions. This growth is indicative of the campaign’s effectiveness in attracting more visitors and encouraging longer stays, as well as the increasing popularity of the UAE as a tourism destination during the winter months.

With more than 5 million hotel guests, this year’s campaign saw a 5% increase in hotel occupancy compared to the previous edition, with overall occupancy reaching 84%. This uptick in hotel bookings and higher occupancy rates suggest that the UAE is becoming an increasingly desirable destination for tourists, particularly during the cooler winter months, when its weather is ideal for outdoor activities and exploration.

Global Reach and Impact

The World’s Coolest Winter campaign achieved impressive international visibility. Over the course of the campaign, it generated more than 300 million views and reached an audience of over 1.5 billion people globally. This was made possible through collaborations with 53 local and international content creators, who shared their experiences of the UAE’s unique offerings across multiple platforms. These efforts generated over 1.8 million engagements, helping to further establish the UAE as a top-tier global travel destination.

In addition to promoting the country’s diverse tourism attractions, the campaign highlighted the growing global confidence in the UAE’s tourism sector. It served as a testament to the effectiveness of the UAE’s strategic investments in tourism infrastructure, which have helped shape the country as a leader in the travel and tourism industry.

Supporting Entrepreneurship and Sustainable Tourism

The World’s Coolest Winter campaign was not just about increasing tourism revenue; it also aimed to highlight the contributions of local entrepreneurs and startups to the UAE’s tourism ecosystem. By showcasing pioneering tourism products and initiatives led by young Emirati entrepreneurs, the campaign promoted innovative travel technologies, from advanced tools for travel planning to immersive tourism experiences that bring local culture and heritage to life.

In addition to supporting entrepreneurship, the campaign also emphasized the UAE’s commitment to sustainability. Green tourism initiatives, such as nature reserves and eco-friendly travel products, were promoted as part of the campaign’s broader focus on environmental consciousness. The support for agricultural tourism projects also highlighted the UAE’s diverse offerings and its efforts to promote sustainable practices within the sector.

A Growing Tourism and Travel Sector

The success of the World’s Coolest Winter campaign is reflective of the broader growth of the UAE’s tourism and travel sector. In 2025, the UAE recorded hotel revenues of approximately AED 44.4 billion, driven by 29.1 million guests and nearly 99.4 million hotel nights. This growth is consistent with the UAE’s Vision 2030 goals, which focus on diversifying the economy and positioning the country as a global leader in tourism and hospitality.

Additionally, the UAE’s aviation sector has seen robust growth, with passenger traffic projected to reach 159 million by the end of 2025. These figures underscore the country’s increasing attractiveness as a travel hub for both leisure and business travelers from around the world.

Recognition and International Accolades

The World’s Coolest Winter campaign not only boosted the UAE’s domestic tourism industry but also contributed to the country’s growing international recognition. In 2025, the UAE ranked among the top seven global destinations for international tourist spending, further reinforcing its status as a high-demand destination for global travelers.

The success of the tourism sector in the UAE was also marked by the election of Shaikha Al Nowais as the Secretary-General of the UN World Tourism Organization and the naming of Al Ain as the Capital of Arab Tourism for 2026. The UAE also saw Masfout Village win the 2025 Best Tourism Village award, adding to its list of achievements in the tourism sector.

UAE’s Position as a Leading Global Tourism Destination

The World’s Coolest Winter 2026 campaign has firmly established the UAE as a year-round tourism destination that offers a rich variety of experiences for both local and international visitors. With its significant contributions to the UAE’s hospitality and tourism revenue, the campaign also highlighted the growing role of entrepreneurship, sustainable practices, and innovative tourism products in the country’s tourism sector.

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