Dubai: The Ministry of Economy and Tourism announced the conclusion of the sixth edition of the World's Coolest Winter campaign, which launched on 16 December and ran for six weeks under the slogan 'Our Winter is Entrepreneurial.'
According to Emirates News Agency, the campaign was implemented through collaboration between the Ministry and tourism authorities across the UAE's emirates, as part of the UAE Strategy for Domestic Tourism launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai. The strategy aims at developing an integrated, nationwide tourism ecosystem.
The campaign successfully achieved its core objectives of highlighting the UAE's tourism attractions, including islands, beaches, and nature reserves, as well as natural, urban, heritage, and cultural landmarks. It also spotlighted tourism experiences led by entrepreneurs and startups, presenting their success stories and their pivotal role in delivering innovative tourism offerings. The campaign underscored the growing contribution of entrepreneurship to enriching the UAE's tourism experience, while supporting entrepreneurs and enhancing the visibility of their products and services within winter destinations and activities.
His Excellency Abdulla bin Touq Al Marri, Minister of Economy and Tourism, stated that the campaign's success is a strong indicator of the promising investment opportunities within the UAE's tourism sector. He noted that fostering coordination among the tourism entities of the seven emirates enhances the UAE's tourism appeal and increases the sector's contribution to national GDP, aligning with the objectives of the We the UAE 2031 vision.
Bin Touq Al Marri added that the campaign's success reflects growing confidence in the quality and competitiveness of the UAE's domestic tourism product, its ability to attract diverse audiences worldwide, and its capacity for global leadership as a year-round destination. The campaign demonstrated the tourism sector's progress in adopting innovative models centered on empowering Emirati entrepreneurs and startups.
Positive results were evident, with hotel revenues reaching AED12.5 billion and the number of hotel guests surpassing 5 million, marking a 5% increase compared to the previous edition. Hotel occupancy rates rose to 84%, representing a 2% increase from last year. The campaign achieved over 300 million views worldwide, reaching 1.5 billion people, with engagement in campaign-produced videos exceeding 1.8 million interactions.
Beyond stimulating domestic tourism, the campaign spotlighted tourism initiatives and products led by entrepreneurs, aiming to empower tourism entrepreneurs to unlock growth opportunities. It encouraged investment in domestic tourism projects, promoting the diversity and potential of green tourism across the UAE, and supporting domestic and international tourism growth.
The campaign highlighted the accelerated growth of the UAE's tourism sector, contributing significantly to the national economy. In 2025, the UAE ranked among the world's top destinations for international tourist spending and achieved historic milestones, such as the election of Shaikha Al Nowais as Secretary-General of the United Nations World Tourism Organisation for 2026-2029.
The success of the World's Coolest Winter campaign underscores the UAE's commitment to supporting entrepreneurship, innovation, and the development of a sustainable and competitive tourism sector.