World’s Coolest Winter campaign generates Dh12.5bn as UAE attracts 5 million hotel guests
Social media reach nears 900 million worldwide
DUBAI – The sixth edition of the World’s Coolest Winter campaign has generated Dh12.5 billion in hotel revenues and attracted around five million hotel guests over a six-week period, underscoring the United Arab Emirates’ growing appeal as a seasonal and year-round tourism destination.
The campaign recorded an average hotel occupancy rate of 84 percent, ranking among the highest globally during the winter period.
Abdullah bin Touq Al Marri, Minister of Economy and Tourism, said the results reflect the strength and diversity of the UAE’s tourism sector and its expanding competitiveness on regional and international levels. Speaking to the Emirates News Agency (WAM), he noted that the campaign delivered strong qualitative outcomes aligned with national tourism priorities.
World’s Coolest Winter
According to the minister, the campaign witnessed high visitor turnout and widespread engagement across digital platforms. Extensive media coverage locally, regionally and internationally further amplified its reach. More than 50 local and international content creators took part in campaign activities, helping it reach nearly 900 million followers worldwide.
He added that preliminary indicators for the tourism sector in 2025 point to notable growth, describing the outlook as highly positive. The UAE’s positioning as a year-round tourism hub continues to be reinforced by its advanced infrastructure, integrated road and transport networks, international airports and modern hospitality facilities.
Economic impact
Tourism’s contribution to the UAE’s gross domestic product currently stands at around 15 percent, with a national target of 17 percent under the UAE Tourism Strategy 2031. The latest campaign results highlight the sector’s resilience and its capacity to sustain long-term growth.
Launched on 16 December and running for six weeks, the sixth edition of World’s Coolest Winter showcased the UAE’s eco-tourism offerings, green landscapes and distinctive winter experiences across the country. The initiative directly supports the strategic objectives of the UAE Tourism Strategy 2031 by promoting diversification and sustainable tourism development.