Tourism

The Emirates Tourism Council held its first meeting of 2026 in Al Ain, chaired by H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism, with the participation of heads and directors general from local tourism departments across the UAE. The session focused on reviewing the outcomes of the sixth edition of the ‘World’s Coolest Winter’ campaign, while outlining strategic plans to promote the UAE’s destinations and landmarks throughout 2026.

The Council discussed the campaign’s significant contribution to increasing tourism revenues, enhancing the UAE’s global reputation, and reinforcing its position as one of the world’s leading tourism destinations.

Tourism as a Driver of Sustainable Growth

H.E. Bin Touq underscored the UAE’s commitment to strengthening its tourism sector as a pillar of sustainable economic development and a key contributor to national GDP. He noted that the nation’s success lies in its integrated tourism ecosystem, supported by world-class infrastructure, diversified offerings, and an exceptional visitor experience that meets the expectations of tourists worldwide.

“Today’s Council meeting focused on identifying joint priorities for the next phase, while strengthening coordination among the seven emirates,” H.E. Bin Touq said. “This unified approach enhances the efficiency of national tourism efforts, reinforces the UAE’s identity as a single, diverse destination, and promotes cultural, beach, eco, business, and medical tourism under one national brand.”

Enhancing Coordination and Unified Promotion

The meeting also highlighted the importance of inter-emirate collaboration in developing and marketing tourism offerings. Participants exchanged insights on strategic priorities and discussed ways to improve coordination between federal and local tourism bodies, with a view to increasing the UAE’s global visibility.

Council members agreed on the need to:

• Align promotional strategies across emirates under a unified national tourism framework.

• Enhance partnerships with airlines, international booking platforms, and private-sector stakeholders.

• Develop targeted marketing campaigns to attract high-value travellers from key markets.

Strengthening Presence in Global Tourism Markets

The Council emphasised the role of data-driven decision-making in identifying and prioritising emerging tourism markets. By analysing travel trends and spending patterns, the UAE aims to direct resources efficiently toward high-potential markets in the GCC, Europe, and Asia, maximising both tourism arrivals and economic returns.

Expanding International Participation and Tourism Initiatives

The meeting reviewed proposed initiatives to enhance the UAE’s visibility on the global tourism stage, including:

• Expanding participation in major international tourism exhibitions and events

• Organising familiarisation trips in cooperation with national airlines

• Implementing integrated marketing campaigns across digital and traditional media

These efforts are aimed at boosting awareness of the UAE’s attractions, encouraging longer visitor stays, and promoting multi-emirate itineraries.

Promoting a Unified National Tourism Identity

Participants reaffirmed the importance of a cohesive national tourism identity, one that highlights the UAE’s diversity of experiences—from desert adventures and coastal escapes to cultural landmarks and urban attractions. This integrated approach aims to encourage tourists to explore multiple emirates in a single visit, further elevating the UAE’s reputation as a global destination that combines quality, diversity, and innovation.

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