UAE Unveils Sixth Edition of World’s Coolest Winter Initiative

Post by : Mara Rahim

Abdulla bin Touq Al Marri, the UAE Minister of Economy and Tourism, announced the launch of the sixth edition of the World’s Coolest Winter campaign, themed ‘Our Winter is Entrepreneurial’. This initiative aligns with the UAE Strategy for Domestic Tourism, aimed at fostering a robust and sustainable tourism industry across the nation.

The campaign has significantly expanded over the years, reaching an audience of more than 1.2 billion and enhancing domestic tourism. This year, the focus is squarely on entrepreneurship, showcasing innovative Emirati projects and unique experiences, all while supporting investments and elevating visitor interactions throughout the UAE.

The UAE's tourism sector is swiftly evolving, with hotels accommodating 26.1 million guests in the first ten months of 2025—representing a 5% increase compared to 2024—resulting in revenues exceeding AED40 billion. Current hotel capacity is 216,500 rooms, with an occupancy rate of 79%, bolstered by international tourists and strong domestic engagement.

Key achievements for 2025 include Shaikha Al Nowais being the first Emirati woman to act as UN Tourism Secretary-General, Masfout Village earning the title of World’s Best Tourism Village 2025, and Al Ain named the Capital of Arab Tourism for 2026.

Beginning on December 16 for six weeks, the campaign will highlight eco-tourism sites, green spaces, and seasonal experiences while underscoring the contributions of SMEs and startups in enriching the tourism domain. It aims to foster investment avenues and support entrepreneurs by connecting their innovations to winter attractions across the UAE.

Mohammed Al Ahbabi, Director of Tourism Development, mentioned that this campaign solidifies UAE's status as a global tourism hub while propelling economic advancement. Khalid Kalbat, Director of SMEs Development, remarked that entrepreneurship and innovation are essential in growing the tourism sector, pointing to the UAE’s superior global standing in entrepreneurship and AED8.7 billion dedicated to SMEs.

This initiative aims to merge tourism with entrepreneurship, showcasing local products and experiences to both local and international visitors. In doing so, it strengthens the UAE’s economy, enhances innovation, and fortifies the nation’s global influence in tourism and business.