UAE tourism received a lift from the sixth annual 'World’s Coolest Winter' campaign, which the Emirates Tourism Council says increased visitor interest and tourism revenue.
Summary: UAE tourism saw a boost from the sixth annual 'World’s Coolest Winter' campaign, the Emirates Tourism Council reports. The Council met in Al Ain to assess results and laid out 2026 plans focused on unifying promotion across the seven emirates and pursuing data-driven market targeting.
The Emirates Tourism Council convened its first meeting of 2026 in Al Ain to evaluate the outcomes of the sixth annual 'World’s Coolest Winter' campaign and to set strategic priorities for the year. UAE tourism was a central topic, with the Council crediting the winter campaign for lifting tourist interest, increasing revenue and reinforcing the country’s global appeal.
Campaign impact assessed at Al Ain meeting
Council members reviewed how 'World’s Coolest Winter' showcased the UAE’s varied attractions across mountains, beaches and urban environments. The campaign aimed to promote both cultural landmarks and modern leisure facilities, targeting a wide spectrum of travellers from regional visitors to international markets.
Official recognition and leadership
H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism and chair of the Emirates Tourism Council, acknowledged the campaign’s role in raising tourism revenue and elevating the UAE’s profile as a premium global destination. The Council noted the campaign helped highlight the country’s accessibility and diversity of offerings.
Key elements the campaign promoted
- Natural attractions: mountains and beaches were central themes
- Urban experiences: cityscapes and modern entertainment venues highlighted
- Cultural tourism: heritage sites and local experiences were promoted
- Seasonal positioning: winter appeal to attract visitors from cooler climates
Strategic plans for 2026 and beyond
Looking forward, the Council outlined promotional strategies to build on the winter campaign’s momentum. Plans discussed at the meeting include strengthening the UAE’s national tourism identity, developing new visitor experiences, and refining destination marketing and event coordination to increase both visitor numbers and tourism spend.
Integrating the seven emirates
The Council intends to present the UAE as a cohesive destination by better integrating the seven emirates into unified promotional efforts. This approach aims to showcase the country’s full range—from luxury beachfront resorts to cultural sites and adventure travel—so visitors can access varied experiences across emirates.
Data-driven targeting and partnerships
Council members emphasised using travel data and market trends to focus marketing on high-value markets. The strategy will prioritise regions with growth potential—such as Europe, Asia and the GCC—while expanding cooperation with national airlines, local tourism authorities and global travel platforms to optimise visitor flows.
- Target markets: Europe, Asia and GCC
- Tactics: data-led marketing and refined resource allocation
- Partnerships: airlines, travel agencies and private sector stakeholders
- Events: participation in major global tourism exhibitions
UAE tourism as a driver of economic diversification
The Council reiterated that tourism plays a vital role in sustainable economic growth and contributes significantly to the national GDP. With world-class infrastructure—including luxury hotels and modern transport systems—the sector is central to the UAE’s shift away from oil dependence.
Why this matters: For travellers and industry partners, the Council’s plans signal continued investment in visitor experiences, improved connectivity and more coordinated marketing across emirates. That means broader travel choices, stronger seasonal promotions and potentially enhanced services as the UAE competes for high-value tourists.
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