UAE launches sixth World’s Coldest Winter campaign as tourism revenue to top $11bn by 2025
The UAE has launched the sixth edition of its flagship World’s Coldest Winter campaign under the slogan ‘Our Business Winter’, as the country’s tourism sector continues to post strong growth across revenue, accommodation and international standards.
This national campaign is part of the UAE Strategy for Domestic Tourism and emphasizes the role of tourism as a key contributor to sustainable economic growth.
Abdullah bin Touq Al Marri, Minister of Economy and Tourism, announced the launch in collaboration with tourism organizations in all emirates.
The strategy was initiated by Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, and aims to develop an integrated and sustainable tourism system throughout the country.
UAE winter tourism campaign
Bin Touq said that this campaign continues to grow with each program, strengthening the contribution of tourism to the country’s economy. In its sixth year, the program focuses on Emirati businesses and innovation, highlighting the potential of this investment sector and its ability to deliver a unique visitor experience.
He said: “Over the past five years, the campaign has achieved remarkable results, reaching more than 1.2 billion people. It has further strengthened the UAE’s prominent position in the global tourism sector, while successfully advancing its domestic tourism development goals.”
“In its sixth edition, the campaign will shine a spotlight on business, showcasing the UAE tourism sector’s enormous potential for innovation and unique experiences around the world, while supporting Emirati entrepreneurs who are building this promising sector.”
Bin Touq added that the UAE’s tourism sector continued its strong growth during the first ten months of 2025.
Tourist statistics
During this period, hotels across the country welcomed 26.1 million guests, marking a 5 percent increase compared to the same period in 2024 and generating more than 89m room nights.
Hotel revenue rose 8 percent year-on-year to exceed AED40bn ($10.9bn), while hotel capacity reached 216,500 rooms across 1,241 establishments.
Occupancy rate rose to 79 percent, supported by strong international demand and a healthy domestic tourism market.
He also noted that the UAE is ranked among the top seven destinations in the world for international tourism spending by 2025 and achieved leading positions in global competitiveness indicators for travel and aviation, including the quality of Air Transport Infrastructure.
The year also marked several international milestones in the field. UN Tourism has elected Shaikha Al Nowais as the first woman in the world and the first Emirati Secretary-General for the term 2026-2029. UN Tourism named Masfout Village in Ajman the World’s Best Tourism Village 2025, while it designated Al Ain as the capital of Arab tourism in 2026.
The Coldest Winter on Earth
Running for six weeks from 16 December, the campaign will showcase eco-tourism destinations, green spaces and winter experiences across the UAE, directly supporting the UAE Tourism Strategy 2031.
Under the theme “Our Winter for Entrepreneurs”, the program will highlight tourism experiences developed by local entrepreneurs and start-ups and consolidate their offerings in winter destinations across the country.
Mohammed Al Ahbabi, Director of the Tourism Development Department at the Ministry of Economy and Tourism, said: “Since its inception, this campaign has embodied the UAE’s integrated vision of a strong, diversified economy, achieved by promoting the growth of key industries, especially tourism.
“Since then it has evolved into a landmark campaign and a powerful driver raising the UAE’s tourism profile and developing the UAE Tourism Strategy 2031, which targets AED100bn ($27.2bn) in new tourism investment, 40 million hotel guests, and aims to increase the sector’s contribution to GDP by 502bn$42bn (AED) 2031 in terms of annual growth of AED27bn ($7.4bn).
Support for entrepreneurs
He added: “We are now using the established success of this campaign to be a promoter of new economic opportunities.
“This slogan is guided by the vision of entrepreneurship and innovation in our tourism sector, further diversifying and strengthening its foundations.”
Since its launch, the World’s Coldest Winter campaign has generated hotel revenue of around AED6.7bn ($1.8bn) over five editions, with revenue increasing by 90 per cent from AED1bn ($272m) in the first edition to AED1.9bn ($517m) in the fifth.
Tourism’s contribution to the UAE GDP has reached AED257.3bn ($70.1bn) by 2024, accounting for 13 percent of the economy.
Khalid Kalbat, Director of Small and Medium Enterprises Development, Ministry of Economy and Tourism, said the sixth edition introduces a different focus on entrepreneurship while continuing to develop the UAE’s tourism assets.
The growth of the sector
Kalbat said: “The UAE is showing remarkable and continuous growth in its tourism sector, gaining top positions globally in terms of competitiveness. At the same time, for the fourth year in a row, the UAE has retained its first place in the world in entrepreneurship, according to the Global Entrepreneurship Monitor report.
“Today we are investing in this situation, using the rapid growth of our tourism industry as a way to encourage young entrepreneurs. At the same time, we are using new strategies and businesses to develop the tourism sector.”
He highlighted the role of SMEs, which contribute 63.5 percent of non-oil GDP and represent 95 percent of companies across the country, supported by AED8.7bn ($2.4bn) in investment through 50 strategic projects.
The Ministry urged the stakeholders to combine efforts within the entire campaign to increase cooperation between tourism and business, placing it as two pillars of the vision of ‘We the UAE 2031’ and strengthening the country’s position as the center of the new global economy.
