The UAE Ministry of Economy and Tourism has announced the end of the sixth edition of the World’s Coolest Winter campaign, which ran for six weeks starting December 16 under the slogan “Our winter is full of entrepreneurship”.
The campaign was implemented in collaboration with tourism authorities in all seven emirates and is in line with the UAE’s domestic tourism strategy.
The campaign achieved its core goal of showcasing the UAE’s diverse tourism offering, including beaches, islands, nature reserves, cultural, urban and historical landmarks.
The main focus was on tourism experiences led by entrepreneurs and start-ups and highlighting their role in providing innovative and competitive tourism products.
This approach has strengthened entrepreneurship as a core driver of growth and enriched the overall tourism experience.
The campaign also demonstrated growing global confidence in the quality and competitiveness of the UAE’s domestic tourism services.
The 6th edition achieved good results nationwide. Hotel revenue reached AED 12.5 billion ($3.4 billion) and the number of guests exceeded 5 million, an increase of 5% from the previous year.
Hotel occupancy rate reached 84%, an increase of 2% over the previous year.
The campaign, supported by collaborations with 53 national and international content creators, generated over 1.8 million engagements, achieved over 300 million views worldwide and reached over 1.5 billion people.
The campaign went beyond promoting domestic tourism, highlighting innovative tourism products and initiatives led by entrepreneurs and start-ups, encouraging investment and supporting green, environmental and agri-tourism.
Through an extensive media rollout, we showcased pioneering tourism projects and the diversity of the UAE’s environments and experiences, highlighting young Emirati startups that are using advanced technology to enhance travel planning, hospitality and immersive tourism experiences.
The campaign also reflected the accelerated growth of the UAE’s tourism and travel sector.
In 2025, hotel revenue from January to November reached approximately AED 44.4 billion, with 29.1 million guests and approximately 99.4 million hotel nights.
The aviation sector also recorded strong growth, with passenger numbers expected to reach 159 million by the end of 2025.
Further highlights include the UAE being ranked among the top seven destinations in the world in terms of international tourism spending, Shaikha Al Nowais being elected as Secretary-General of the United Nations World Tourism Organization, Masfout village winning the Best Tourism Village award in 2025, and Al Ain being named Arab Tourism Capital in 2026.
Abdullah Al Marri, Minister of Economy and Tourism, said the success of this campaign reflects the strong investment opportunities in the UAE tourism sector, which is a key pillar of the country’s sustainable economic vision.
He emphasized that collaboration between tourism entities across the emirate will strengthen the UAE’s position as a unified, year-round global destination and support the goals of the “We the UAE 2031” vision.
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