UAE Unveils Sixth Edition of Winter's Coolest Campaign

Abdulla bin Touq Al Marri, the UAE's Minister of Economy and Tourism, has introduced the sixth cycle of the World’s Coolest Winter campaign, themed ‘Our Winter is Entrepreneurial’. This initiative aligns with the UAE's Strategy for Domestic Tourism, designed to cultivate a vibrant and sustainable tourism sector nationwide.

According to Bin Touq, the campaign has achieved remarkable success over the years, reaching over 1.2 billion individuals and significantly boosting domestic tourism. This year, the spotlight is on entrepreneurship, showcasing innovative projects and experiences by Emirati entrepreneurs, while fostering investment and enhancing visitor experiences throughout the UAE.

The UAE tourism industry continues its rapid growth, with hotels accommodating 26.1 million guests in the first ten months of 2025, marking a 5% rise from 2024, and generating revenues surpassing AED40 billion. The total hotel capacity now stands at 216,500 rooms, with an occupancy rate of 79%, buoyed by international guests and robust domestic tourism.

Significant milestones for 2025 include Shaikha Al Nowais becoming the first Emirati woman to serve as UN Tourism Secretary-General, Masfout Village securing the World’s Best Tourism Village 2025 title, and Al Ain being named Capital of Arab Tourism for 2026.

The six-week long campaign, commencing on December 16, is set to highlight eco-tourism locations, green spaces, and winter experiences, while promoting the contributions of SMEs and startups to the tourism sector. The initiative aims to offer investment opportunities and support entrepreneurs, connecting their innovations with the UAE’s winter attractions.

Mohammed Al Ahbabi, Director of Tourism Development, noted that the campaign enhances the UAE's status as a global tourism leader while spurring economic growth. Khalid Kalbat, Director of SMEs Development, emphasized that entrepreneurship and innovation are central to expanding the tourism industry, referencing the UAE’s leading global position in entrepreneurship and the AED8.7 billion dedicated to support SMEs.

Through this campaign, the UAE aims to harmonize tourism and entrepreneurship, showcasing local products and experiences to both domestic and international visitors. This initiative not only bolsters the UAE’s economy but also fosters innovation and reinforces the country’s stature as a leader in tourism and business worldwide.