Abu dhabi: The Emirates Tourism Council convened for its fourth meeting of 2025, led by Abdulla bin Touq Al Marri, Minister of Economy and Tourism. The meeting brought together heads and directors general of local tourism entities, alongside representatives from the Federal Competitiveness and Statistics Centre, to evaluate new tourism projects set for 2026 aimed at boosting the sector's growth and competitiveness.
According to Emirates News Agency, the Council discussed progress on recommendations from previous meetings and affirmed the UAE's focus on tourism as a key pillar of national economic growth. Sustainable policies and strategies are being implemented to offer unique tourism experiences and achieve milestones that reinforce the UAE's leadership in global destinations.
The new projects and initiatives discussed are seen as vital for enhancing the tourism sector's growth and competitiveness. They align with national efforts to diversify tourism, develop comprehensive offerings, and establish a digital infrastructure for tourism data in line with international best practices. These efforts aim to highlight the UAE as a leading global tourism destination and build a sustainable sector in alignment with the 'We the UAE 2031' vision.
The Council also discussed the 'Tourism Data Update' project, which aims to create a national platform for accurate tourism data, facilitating data sharing among relevant entities. New projects for the coming year focus on diversifying tourism offerings, advancing digital transformation, and integrating sustainability, enhancing visitor experiences and sector competitiveness.
Preparations for the sixth edition of the 'World's Coolest Winter' campaign were reviewed, with discussions on collaborations with influencers and digital platforms to elevate the UAE's tourism profile. The campaign seeks to expand its international reach using innovative marketing and digital communication tools.
Scheduled for December 2025, the campaign builds on the success of previous editions, which generated significant hotel revenues and showcased numerous tourist destinations. It serves as a model of effective collaboration among federal, local, and private sectors.
Finally, the Council explored enhancing cooperation with the Sultanate of Oman in tourism and heritage, focusing on facilitating visitor movement, expanding investment cooperation, and promoting sustainability practices in tourism projects, reflecting the strong bilateral ties and commitment to sector development.