UAE Ministry Of Economy And Tourism Unveils Sixth Edition Of World’s Coolest Winter Campaign Focusing On Entrepreneurship

The UAE is launching the sixth edition of the World’s Coolest Winter campaign, themed ‘Our Winter is Entrepreneurial’. This initiative, led by Abdulla bin Touq Al Marri, Minister of Economy and Tourism, aligns with the UAE Strategy for Domestic Tourism. The campaign aims to enhance the tourism sector's role in sustainable economic growth by showcasing Emirati entrepreneurship and innovation.

Over five years, this campaign has reached over 1.2 billion people worldwide. It has strengthened the UAE's global tourism position while promoting domestic tourism. The latest edition will focus on entrepreneurship, highlighting innovative experiences and supporting Emirati entrepreneurs shaping this sector.

Mohammed Al Ahbabi from the Ministry of Economy and Tourism stated that this campaign builds on past successes to achieve new milestones. He emphasised that it embodies the UAE's vision for a diversified economy by boosting key industries like tourism. The strategy aims to attract AED100 billion in new investments by 2031.

Al Ahbabi noted that every destination in the UAE holds potential for new business ideas within tourism. The goal is to support startups, encourage investment in new concepts, and create a thriving ecosystem. This approach aims to transform ideas into global success stories.

The UAE's tourism sector continues to grow, with hotels welcoming 26.1 million guests in the first ten months of 2025, a 5% increase from 2024. Hotel revenues rose by 8%, reaching over AED40 billion. These figures highlight the UAE as a top-performing global tourism destination.

Khalid Kalbat from the Ministry of Economy and Tourism highlighted that SMEs contributed significantly to the national economy, making up 95% of companies in the country. The UAE supports entrepreneurs with an AED8.7 billion investment through 'Projects of the 50' initiatives.

Global Recognition

The UAE has achieved notable successes in international tourism rankings. It ranks among the top seven destinations for international spending and leads in various travel competitiveness indexes. Additionally, Shaikha Al Nowais became the first woman and Emirati elected as Secretary-General of UN Tourism for 2026–2029.

Masfout Village in Ajman was named World’s Best Tourism Village 2025 by UN Tourism, while Al Ain was recognised as Capital of Arab Tourism for 2026. These accolades further reinforce the UAE’s achievements on a global scale.

Campaign Objectives

The sixth edition of World’s Coolest Winter will run from December 16 for six weeks, showcasing eco-tourist destinations and unique winter experiences across the UAE. This initiative supports the strategic objectives of the UAE Tourism Strategy 2031 by integrating local entrepreneurs' products into diverse winter activities.

Khalid Kalbat stated that this edition focuses on promoting tourism initiatives developed by entrepreneurs across the UAE. It aims to elevate these offerings among popular winter destinations, unlocking new opportunities for growth and connecting them with tourists globally.

Supporting Entrepreneurs

The Ministry called on stakeholders to unite efforts during this campaign to leverage synergy between tourism and entrepreneurship sectors. Recognising them as strategic pillars under ‘We the UAE 2031’, they aim to establish the nation as a global hub for innovation-driven economy.

The campaign has driven significant growth in hotel revenues over its editions, generating approximately AED6.7 billion so far. It reflects a substantial increase compared to pre-pandemic levels and contributes significantly to GDP growth.

This initiative highlights how entrepreneurship can transform assets into world-class experiences while maintaining its core mission of promoting UAE's attractions.

With inputs from WAM