In a strategic meeting chaired by Abdulla bin Touq Al Marri, Minister of Economy and Tourism, the Emirates Tourism Council has outlined comprehensive plans to enhance the UAE’s global tourism landscape for 2026.
Key highlights of the announcement include:
- Development of a unified national tourism data platform
- Preparation for the sixth ‘World’s Coolest Winter’ campaign
- New tourism projects aimed at diversifying visitor experiences
The national tourism data platform, developed in collaboration with federal and local entities, will provide a seamless information-sharing mechanism. This initiative supports the UAE’s broader infrastructure development goals, ensuring accurate performance measurement and data-driven decision-making.
“The Council’s new tourism projects represent a significant milestone in enhancing the growth and competitiveness of the tourism sector,” said Bin Touq.
The previous ‘World’s Coolest Winter’ campaign generated AED1.9 billion ($517 million) in hotel revenues and showcased over 290 destinations across the UAE. The upcoming sixth edition, set to launch in December 2025, aims to further expand international reach through innovative digital marketing strategies.
These initiatives align with the UAE’s ambitious ‘We the UAE 2031’ vision, which targets attracting 40 million hotel guests annually and raising the tourism sector’s GDP contribution to AED450 billion ($122.5 billion).
The Council is also exploring regional tourism cooperation, particularly with Oman, focusing on facilitating visitor movement and collaborative investments in the tourism sector.
Currently, tourism contributes more than 12% to the UAE’s GDP and remains a critical non-oil sector driving economic diversification and growth.
