Minister of Economy and Tourism, Abdulla bin Touq Al Marri, stated that the 'Most Beautiful Winter in the World' campaign, in its sixth edition, achieved hotel revenues of 12.5 billion dirhams and attracted around five million hotel guests in the country over six weeks, recording one of the highest global occupancy rates reaching 84%.
Bin Touq confirmed in statements to the Emirates News Agency (WAM) that the 'Most Beautiful Winter in the World' campaign, thanks to the wise leadership's directives, has achieved qualitative accomplishments that reflect the strength and diversity of the tourism sector in the UAE, and contributes to enhancing its competitiveness at both regional and global levels.
He noted that the sixth edition of the campaign focused on supporting small and medium-sized enterprises in the tourism sector, which helps to strengthen the country's position and solidify its status as a global hub for entrepreneurship.
Bin Touq explained that the campaign witnessed a remarkable response and distinguished interaction on social media networks, and received wide attention and media coverage at local, regional, and global levels, reaching around 900 million followers through the participation of more than 50 local and international content creators in its events.
He added that the results of the tourism sector in the UAE during 2025 will bring a big surprise, as preliminary indicators and numbers point to a remarkable growth in the sector, noting that the UAE has become a year-round attractive tourist destination thanks to its developed infrastructure, network of roads and transport, airports, and other modern facilities that meet the expectations of tourists and visitors from all over the world.
Bin Touq stated that the tourism sector continues to achieve strong growth indicators with positive expectations for the future, pointing out that the contribution of tourism to the GDP currently stands at about 15% compared to the target of 17% under the UAE's Tourism Strategy 2031, which reflects the sector's resilience and its ability to achieve sustainable growth.
He confirmed that work continues to launch new initiatives through the UAE Tourism Council in cooperation with local authorities, and includes unifying tourism policies and promotional campaigns, and enhancing the visiting experience of the seven emirates within an integrated tourism system supported by developed infrastructure, which helps to solidify the country's position as a leading and year-round attractive tourist destination.
