The United Arab Emirates has officially launched the sixth edition of its widely celebrated national tourism campaign, “World’s Coolest Winter”, under the theme “Our Winter is Leadership”. Spearheaded by the UAE Ministry of Economy and Tourism, the initiative reflects a collaborative effort between federal authorities and local tourism bodies across all seven emirates. It aims to elevate the country’s domestic tourism offerings while reinforcing its global image as a hub of innovation and travel.
A Campaign Built on Success
Launched in alignment with the UAE’s Domestic Tourism Strategy, introduced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, the campaign has grown steadily over the past five years. According to Abdullah bin Touq Al Marri, Minister of Economy and Tourism, each edition of the campaign has delivered greater success than the last, reaching a staggering 1.2 billion people globally to date.
The sixth edition is expected to further highlight the UAE’s unique tourism ecosystem, driven by national innovation, world-class infrastructure, and a deep commitment to entrepreneurship. The campaign is also tightly aligned with the UAE Tourism Strategy 2031, which aims to attract AED 100 billion in tourism investment, reach 40 million hotel guests, and increase tourism’s contribution to the GDP to AED 450 billion by the end of the decade.
Record-Breaking Tourism Growth in 2025
So far, 2025 has proven to be a milestone year for UAE tourism. In the first ten months alone, hotels across the country welcomed 26.1 million guests, a 5% increase over the same period in 2024. Hotel revenue surged by 8% to exceed AED 40 billion, with occupancy rates climbing to 79.3%, fueled by strong international inflows and a surge in domestic tourism.
Hotel capacity also expanded significantly, with over 216,500 rooms now available across 1,241 establishments. These numbers solidify the UAE’s position as one of the world’s most competitive and high-performing tourism markets.
A New Focus on Entrepreneurship and Innovation
This year’s edition stands out for its emphasis on entrepreneurship and innovation. Through the theme “Our Winter is Leadership,” the campaign aims to spotlight local success stories and support tourism startups and small businesses. By integrating entrepreneurship more deeply into the tourism landscape, the UAE hopes to foster an environment where local businesses can thrive and expand their reach.
Khaled Kalbat, Director of SME Development at the Ministry, emphasized that this campaign is about more than showcasing scenic spots—it’s about transforming those experiences through the lens of innovation and local leadership. With SMEs making up 95% of businesses in the UAE and contributing 63.5% to the non-oil GDP, the campaign is a vehicle to empower these enterprises and embed them into the nation’s tourism DNA.
Notable Achievements in 2025
The campaign follows a string of major accomplishments for the UAE on the global tourism stage. Among the highlights:
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Mafraq Village in Ajman was named the “Best Tourism Village in the World” by the UN Tourism Organization, chosen from 270 candidates across 65 countries.
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Al Ain was selected as the Arab Tourism Capital for 2026.
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Sheikha Al Nuaimi became the first woman and Emirati to be elected as Secretary-General of the UN Tourism Organization for the 2026–2029 term.
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The UAE ranked among the top 7 global destinations for international tourism spending.
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The nation maintained its #1 global ranking in air transport infrastructure and other key travel competitiveness indicators.
Driving the Future of Tourism
This year’s campaign will run for six weeks starting December 16, 2025, and will shine a spotlight on eco-tourism, green spaces, desert retreats, coastal escapes, and mountain adventures across the Emirates. More importantly, it will showcase how local entrepreneurs are playing a leading role in crafting innovative experiences that resonate on a global scale.
From unique cultural experiences to high-tech adventure tourism, these locally driven initiatives are shaping the next chapter of the UAE’s tourism industry—and the campaign aims to give them the platform they deserve.
Strategic Impact
Over the past five editions, the campaign has generated over AED 6.7 billion in hotel revenue, growing by 90% from the first to the fifth edition. Its influence extends far beyond tourism; it’s becoming a core component of the UAE’s vision for economic diversification, youth empowerment, and global leadership in innovation.
The Ministry called on all stakeholders—public and private—to rally behind the campaign and embrace the synergy between tourism and entrepreneurship. As part of the “We the UAE 2031” national vision, the campaign supports the transformation of the UAE into a leading hub for the new global economy, powered by creativity, resilience, and opportunity.
