The United Arab Emirates’ “World’s Coolest Winter” campaign has launched its sixth iteration, with a renewed emphasis on bolstering tourism through support for local entrepreneurs and innovative experiences. The six-week campaign, which began December 16th, aims to showcase the UAE as a premier winter destination and drive economic growth within the sector. This year’s focus represents a strategic shift towards fostering a more dynamic and homegrown tourism ecosystem.
Boosting UAE Tourism Through Entrepreneurship
This edition of the campaign, a collaboration between various tourism entities across the Emirates, directly supports the UAE Strategy for Domestic Tourism initiated by Sheikh Mohammed bin Rashid Al Maktoum. According to officials, the campaign will actively promote startups focused on tourism and encourage investment in novel concepts. The goal is to create a robust investment environment that fuels the long-term sustainability of the industry.
The “World’s Coolest Winter” campaign has demonstrated significant reach over the past five years, attracting over 1.2 billion impressions. The Ministry of Economy and Tourism reports that previous campaigns have already yielded substantial results, with hotel revenues increasing by 90% from Dh1 billion in the first edition to Dh1.9 billion in the fifth. This growth underscores the campaign’s effectiveness in attracting both domestic and international visitors.
Past Successes and Current Objectives
The campaign’s success is not limited to revenue generation. Recent accolades for the UAE’s tourism sector include Shaikha Al Nowais’ election as Secretary-General of UN Tourism for the 2026–2029 term – a historic first for both a woman and an Emirati. Additionally, Masfout Village in Ajman was recognized as the World’s Best Tourism Village in 2025 by UN Tourism, beating out 270 nominees from 65 countries.
Al Ain’s designation as the Capital of Arab Tourism for 2026 further highlights the UAE’s growing prominence as a regional and global travel hub. These achievements, the ministry said, demonstrate the UAE’s commitment to developing a world-class tourism infrastructure and offering unique cultural experiences.
This year’s campaign will specifically highlight the UAE’s diverse range of attractions, including its eco-tourism destinations and verdant landscapes. The focus on unique winter experiences aims to capitalize on the country’s favorable climate during the colder months. This targeted approach is expected to appeal to a wider audience and drive increased visitation.
Strategic Alignment with UAE Tourism Strategy 2031
The “World’s Coolest Winter” campaign is a key component of the broader UAE Tourism Strategy 2031. This ambitious plan targets Dh100 billion in new tourism investments and aims to attract 40 million hotel guests. The strategy projects that the tourism sector will contribute Dh450 billion to the national GDP by 2031, representing an average annual increase of Dh27 billion.
Mohammed Al Ahbabi, Director of the Tourism Development Department at the Ministry of Economy and Tourism, emphasized the campaign’s role as a catalyst for economic opportunity. He stated that the initiative is designed to leverage its established success to foster innovation and growth within the tourism industry. This includes supporting startups and encouraging investment in new tourism concepts.
The UAE has been actively diversifying its economy away from oil, and tourism is a crucial pillar of this strategy. The government has invested heavily in infrastructure, including airports, hotels, and attractions, to support the growth of the sector. This investment, combined with targeted marketing campaigns like “World’s Coolest Winter,” is intended to position the UAE as a leading global destination.
Looking ahead, the success of the UAE Tourism Strategy 2031 will depend on continued investment, innovation, and effective marketing. The Ministry of Economy and Tourism is expected to closely monitor the impact of the “World’s Coolest Winter” campaign and make adjustments as needed to maximize its effectiveness. The evolving global economic landscape and shifting travel trends will also be key factors to watch in the coming years, as will the integration of sustainable travel practices.
