The Ministry of Economy and Tourism announced that the sixth edition of the World’s Coolest Winter campaign has concluded with AED 12.5 billion generated in hotel revenues during its six-week run. The campaign attracted 5 million visitors to a range of attractions and lifted hotel occupancy rates to 84 percent in participating facilities. Abdullah bin Touq Al Marri noted that the sixth edition of the World’s Coolest Winter campaign delivered positive results across all seven emirates. The ministry’s assessment found that the program successfully highlighted islands, beaches and nature sites as key draws for both domestic and international tourists.
UAE official tourism statistics show that the sector contributed AED 257.3 billion to the national GDP in 2025, equivalent to 13 percent of the economy. Hotel revenues for the full year increased 9.7 percent to AED 49.21 billion as the number of guests rose 5.1 percent to more than 32 million. The data further places total hotel nights at 100 million with an average occupancy rate of 79.5 percent that ranked among the highest globally. The winter campaign contributed materially to these annual totals through its concentrated promotion of seasonal travel.
The campaign website directs users to experiences organized by emirate and allows them to build personalized lists of favorites. This platform has served as the central hub for the initiative since its early editions and continues to guide visitors toward heritage locations and natural areas. Vice President and Prime Minister of the UAE and Ruler of Dubai has said, “Winter brings great moments and experiences. Like everything else in the UAE, we aim to make every winter the best in the world.” The latest edition incorporated an entrepreneurial focus that aligned with broader efforts to back startups and SMEs in the tourism value chain.
Ministry of Economy and Tourism figures show that the sixth edition maintained the campaign’s established pattern of spreading economic activity beyond major hubs. The program emphasized a mix of outdoor, cultural and adventure options that appealed to families and individual travelers alike. Such diversity has helped sustain visitor interest during the cooler months when demand for outdoor activities traditionally peaks.
The campaign forms part of the UAE’s long-term tourism strategy that has driven consistent sector expansion in recent years. Data from prior editions demonstrates progressive increases in both participation and revenue impact as the program evolved. The ministry reported that this latest round reinforced the country’s position by showcasing its capacity to deliver high-quality winter experiences on a national scale.
