UAE Launches “Our Winter is Leadership” Tourism Campaign, Targeting Record Growth
The United Arab Emirates is doubling down on its tourism ambitions with the launch of the sixth edition of the “The Most Beautiful Winter in the World” campaign, spearheaded by the Ministry of Economy and Tourism and local authorities. The initiative, officially unveiled under the slogan “Our Winter is Leadership,” aims to further solidify the nation’s position as a premier global destination and drive sustainable economic growth.
A Proven Track Record of Success
The “The Most Beautiful Winter in the World” campaign has consistently delivered impressive results since its inception. According to officials, the campaign has already reached over 1.2 billion people worldwide, significantly boosting the UAE’s international tourism profile. This year’s edition builds on that momentum, with a particular focus on showcasing the Emirates’ unique environmental attractions, green spaces, and distinctive winter experiences.
Strong Performance in 2025 Signals Continued Growth
The UAE’s tourism sector continues to demonstrate remarkable resilience and expansion. Data released during a press conference announcing the campaign revealed that the country’s hotel sector experienced a 5% increase in guests during the first ten months of 2025, welcoming 26.1 million visitors compared to the same period in 2024. This influx translated into over 89 million hotel nights.
Hotel revenues also saw a substantial 8% year-over-year increase, exceeding 40 billion dirhams. The total number of available hotel rooms currently stands at 216,500, spread across 1,241 facilities nationwide, with an occupancy rate of 79.3%. This performance underscores the UAE’s competitiveness within the global tourism market.
Empowering Tourism Startups and Innovation
A key focus of this year’s campaign is the support and empowerment of emerging tourism companies. “Every tourist destination in the Emirates has great incentives for the launch of pioneering ideas and promising startup companies in the field of tourism,” a senior official stated. The Ministry of Economy and Tourism intends to facilitate investment, provide resources, and foster a culture of innovation within the sector.
This commitment extends to actively promoting tourism initiatives and products led by entrepreneurs. The goal is to establish the UAE as a hub for groundbreaking tourism concepts and transform promising ventures into global success stories.
Campaign Details and Timeline
The sixth edition of “The Most Beautiful Winter in the World” will run for six weeks, beginning on December 16th. The campaign will highlight new tourist destinations across the various emirates, offering a diverse range of experiences for both domestic and international travelers.
Past Successes Fuel Future Ambitions
Over the past five years, the campaign has generated approximately 6.7 billion dirhams in revenue for the country’s hotel establishments, representing a 90% increase from the first edition, which brought in one billion dirhams. Revenue climbed to 1.9 billion dirhams in the fifth edition. “The campaign builds on the great momentum and achievements achieved by previous editions,” noted Mohammed Al Ahbabi, Director of the Tourism Development Department at the Ministry of Economy and Tourism.
The UAE’s strategic vision, as articulated by officials, centers on diversifying its economy and prioritizing the growth of key sectors like tourism. By fostering innovation and supporting entrepreneurship, the nation aims to maintain its position as a leading global tourism destination for years to come.
