UAE Sees Tourism Boost from ‘World’s Coolest Winter’ Campaign

The Emirates Tourism Council held its first meeting of the year at Al Ain to assess the outcomes of its sixth annual ‘World’s Coolest Winter‘ campaign. This yearly program has become essential for increasing tourism throughout the UAE while generating higher tourism earnings and establishing the country as a top international travel destination. The Council plans to maintain its tourism growth initiatives while improving UAE landmark attractions and attracting international visitors to the country. Success of the ‘World’s Coolest Winter’ Campaign The ‘World’s Coolest Winter’ campaign played an important role in promoting the UAE’s tourism offerings during the winter months, showcasing the region’s natural beauty and rich culture. The campaign successfully highlighted the UAE’s mountains, beaches, and cityscapes, encouraging visitors to explore a range of attractions, from cultural landmarks to modern entertainment venues. The UAE’s appeal as a diverse and accessible destination was particularly underscored, attracting both regional and international travellers. H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism and chair of the Council, acknowledged the campaign’s impact on raising tourism revenue and driving interest in the UAE’s premium offerings. The campaign’s success also contributed to the UAE’s reputation as a leading global tourism destination. Strategic Plans for 2026 and Beyond Looking ahead, the Emirates Tourism Council is focused on building upon the momentum created by the ‘World’s Coolest Winter’ campaign. During the 2026 meeting, the Council reviewed the promotional plans for the upcoming year. These plans include strategies to strengthen the national tourism identity and introduce new experiences that will attract an increasing number of visitors. Council members also discussed potential areas for improvement, including destination marketing, event coordination, and visitor services.