World’s Coolest Winter’ Campaign Concludes Fifth Edition with AED 1.9 Billion in Hotel Revenues
The Ministry of Economy has announced the successful completion of the fifth edition of the ‘World’s Coolest Winter’ campaign, which ran for six weeks from December 16, 2024, under the theme ‘Green Tourism.’ Organized in collaboration with the National Agricultural Center and local tourism authorities across the UAE, the campaign generated AED 1.9 billion in hotel revenues, marking an 86.9% increase from the previous edition.
The campaign effectively promoted sustainable tourism, agritourism, and ecotourism, aligning with the UAE’s long-term vision of developing an integrated tourism ecosystem based on global best practices. By showcasing the country’s rich landscapes, nature reserves, and winter retreats, the initiative helped boost tourism activity and attract significant investments into the sector.
H.E. Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, emphasized that the campaign successfully highlighted the UAE’s diverse destinations and unique experiences across all seven emirates. It played a key role in positioning the UAE as a leading global tourism hub, with its latest edition alone reaching 224.7 million people worldwide. Across all five editions, the campaign has now engaged more than 1.2 billion people globally.
The initiative placed a strong emphasis on eco-friendly tourism by promoting innovative agricultural projects, biodiversity conservation, and sustainability initiatives. Several projects by Emirati entrepreneurs, including vertical farming, hydroponics, and wheat cultivation, were featured as part of the campaign’s commitment to promoting green tourism. The initiative also aligned with the ‘Plant the Emirates’ national program, reinforcing sustainable agriculture as an integral part of the UAE’s tourism and environmental strategy.
The UAE’s tourism and aviation sectors have witnessed continued growth, with hotel revenues reaching AED 37.1 billion between January and October 2024, a 4% increase compared to the previous year. Hotel occupancy rates averaged 78%, reflecting a 2.7% rise from 2023. Additionally, the civil aviation sector recorded 147.8 million passengers in 2024, marking a 10% increase from the previous year, further strengthening the UAE’s position as a global travel hub.
The success of the ‘World’s Coolest Winter’ campaign underscores the UAE’s commitment to enhancing its tourism sector through sustainability, innovation, and strategic collaboration, ensuring long-term growth and competitiveness on the global stage.
