UAE’s Winter Campaign Promotes Tourism and Entrepreneurship

Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism, announced the sixth edition of the World’s Coolest Winter campaign under the theme ‘Our Winter is Entrepreneurial’. The initiative is part of the UAE Strategy for Domestic Tourism, aiming to develop a strong and sustainable tourism sector across the country.

Bin Touq said the campaign has grown in success over the years, reaching over 1.2 billion people and boosting domestic tourism. This year, it focuses on entrepreneurship, highlighting innovative projects and experiences by Emirati entrepreneurs, while supporting investment and enhancing visitor experiences across the UAE.

The UAE tourism sector continues to grow rapidly, with hotels hosting 26.1 million guests in the first ten months of 2025, a 5% increase from 2024, and generating over AED40 billion in revenues. Hotel capacity now stands at 216,500 rooms with an occupancy rate of 79%, supported by both international visitors and strong domestic tourism.

Notable achievements in 2025 include Shaikha Al Nowais becoming the first Emirati woman to serve as UN Tourism Secretary-General, Masfout Village winning the World’s Best Tourism Village 2025 award, and Al Ain being named Capital of Arab Tourism for 2026.

The six-week campaign, starting on 16 December, will showcase eco-tourism destinations, green spaces, and winter experiences while promoting the role of SMEs and startups in enriching the tourism landscape. It aims to provide investment opportunities and support entrepreneurs, linking their innovations to the country’s winter attractions.

Mohammed Al Ahbabi, Director of Tourism Development, said the campaign strengthens UAE’s position as a global tourism hub while driving economic growth. Khalid Kalbat, Director of SMEs Development, added that entrepreneurship and innovation are key pillars in expanding the tourism sector, noting the UAE’s top global ranking for entrepreneurship and the AED8.7 billion support for SMEs.

The campaign seeks to integrate tourism and entrepreneurship, showcasing local products and experiences to domestic and international tourists. By doing so, it strengthens the UAE’s economy, promotes innovation, and reinforces the nation’s global leadership in both tourism and business.