Emirates Tourism Council reviews ‘World’s Coolest Winter’ results, sets 2026 promotion plans
The Emirates Tourism Council held its first meeting of 2026 in Al Ain, reviewing the outcomes of the sixth edition of the World’s Coolest Winter campaign and outlining promotional strategies to further showcase the UAE’s destinations and landmarks this year.
The meeting was chaired by Abdulla bin Touq Al Marri, Minister of Economy and Tourism, and attended by heads and directors-general of local tourism departments across the country.
Council members assessed how the latest edition of the nationwide winter campaign contributed to tourism revenue growth and strengthened the UAE’s global positioning as a leading destination. Officials said the initiative supported international visitor demand and highlighted the country’s diverse tourism experiences.
Tourism positioned as a key growth driver
During the meeting, Bin Touq stressed that tourism remains a cornerstone of sustainable economic development and a key contributor to national GDP. He noted that the UAE continues to build an integrated, world-class tourism ecosystem supported by advanced infrastructure, varied attractions and high-quality visitor experiences.
He added that closer coordination between federal and local tourism entities will be central to the next phase of sector development, with a focus on unified promotion across all seven emirates.
Unified promotion across emirates
The Council reviewed 2026 promotional plans from local tourism authorities, including strategic objectives, marketing campaigns and implementation programmes aimed at strengthening regional and international visibility.
Officials emphasized the importance of unified national campaigns and joint participation in major international exhibitions to improve efficiency and reinforce a cohesive UAE tourism identity spanning cultural, beach, nature, business and medical tourism.
The meeting also highlighted the need to deepen partnerships with national airlines, global booking platforms and private-sector stakeholders to boost visitor flows and competitiveness.
Data-led targeting of priority markets
Participants discussed using travel trend analysis and demand indicators to identify priority source markets and better direct marketing investments. Focus areas include high-value markets across the GCC, Europe and Asia, with emphasis on measurable returns and higher visitor spending.
Additional proposals included expanded participation in global tourism fairs, enhanced familiarisation trips in cooperation with airlines and integrated digital and traditional media campaigns.
Council members said a coordinated national framework will help promote multi-emirate travel, increase average visitor stay and further position the UAE as a diverse, innovative and high-quality global tourism destination.
