The UAE’s winter tourism campaign concluded with hotel revenues surging 87% to USD 517M (AED 1.9B).
The Ministry of Economy wrapped up the fifth edition of the World’s Coolest Winter campaign, which ran for six weeks from 16 December 2024 under the theme Green Tourism. The initiative was a collaboration between the Ministry, the National Agricultural Centre, and local tourism authorities.
The campaign successfully introduced innovative tourism concepts, strengthening sector diversity in line with the UAE’s national tourism strategy. By promoting green tourism, agritourism, and sustainable ecotourism, it helped attract investments and expand the tourism industry.
Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, highlighted how the campaign showcased the UAE’s diverse tourism offerings, drawing visitors to its natural attractions, eco-destinations, and winter retreats. The initiative also bolstered the UAE’s appeal for foreign direct investment, supporting high-value tourism projects under the UAE Tourism Strategy 2031.
Hotel revenues soared to USD 517M (AED 1.9B), marking an 86.9% increase from the previous edition, while hotel guests exceeded 4.4M, growing by 62%. Occupancy rates reached 74%, with the campaign’s global reach expanding to 224.7M people, bringing the total across all five editions to over 1.2B.
The campaign underscored the UAE’s commitment to ecotourism and sustainable agriculture, aligning with the Plant the Emirates national initiative. It also spotlighted Emirati-led agricultural projects that introduced sustainable farming techniques such as hydroponics and vertical farming.
The UAE’s tourism sector remains on an upward trajectory, with hotel revenues reaching USD 10.1B (AED 37.1B) from January to October 2024, reflecting a 4% rise from 2023. Occupancy rates averaged 78%, while total hotel guests increased by 9.5% to 24.9M. The number of hotel establishments also grew to 1,246 by October 2024.
