The Ministry of Economy and Tourism has concluded the sixth edition of the World’s Coolest Winter campaign, marking a strong performance for the UAE’s domestic tourism sector and reinforcing entrepreneurship as a key driver of growth.
Launched on 16 December and running for six weeks under the slogan Our Winter is Entrepreneurial, the campaign was delivered in collaboration with tourism authorities across all seven emirates. It forms part of the UAE Strategy for Domestic Tourism, launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, to build an integrated national tourism ecosystem.
The campaign highlighted the UAE’s diverse tourism offering, from islands and beaches to heritage sites, nature reserves, and urban attractions. A central focus was placed on tourism experiences led by entrepreneurs and startups, showcasing their role in delivering innovative and distinctive products.
According to the Ministry, hotel revenues during the campaign reached AED 12.5 billion, while more than five million hotel guests were recorded, reflecting a five percent increase compared to the previous edition. Hotel occupancy rates averaged 84 percent, up two percent year on year.
The campaign also delivered significant global visibility, achieving more than 300 million views and reaching over 1.5 billion people worldwide. Engagement exceeded 1.8 million interactions, supported by collaborations with 53 local and international content creators.
His Excellency Abdulla bin Touq Al Marri, Minister of Economy and Tourism, said the campaign’s success highlights the strength and competitiveness of the UAE’s domestic tourism product and the growing investment opportunities within the sector. He noted that coordination across emirates continues to strengthen the UAE’s position as a unified, year-round tourism destination.
The campaign further aimed to encourage investment in green and entrepreneurship-led tourism projects, supporting sustainable growth and enhancing the sector’s contribution to national GDP in line with the We the UAE 2031 vision.
News Source: Emirates News Agency
