The UAE’s Minister of Economy and Tourism, Abdullah bin Touq Al Marri, announced that the sixth edition of the “Most Beautiful Winter in the World” campaign generated hotel revenues of 12.5 billion dirhams and attracted approximately 5 million hotel guests within six weeks, boasting one of the highest global occupancy rates at 84%.
In remarks to the Emirates News Agency (WAM), he credited the campaign’s success to the wise directives of leadership, which have led to significant achievements reflecting the strength and diversity of the UAE’s tourism sector while enhancing its competitiveness on both regional and global scales.
He highlighted that this edition of the campaign focused on supporting small and medium-sized enterprises in the tourism sector, aiming to strengthen the UAE’s position as a global center for entrepreneurship.
Al Marri noted a remarkable response and engagement across social media platforms, which attracted extensive local, regional, and international media coverage, reaching around 900 million followers through the contributions of over 50 local and international content creators involved in its activities.
Looking ahead to 2025, Al Marri mentioned that the tourism sector’s results are expected to surprise positively, as preliminary indicators and figures suggest substantial growth. He emphasized that the UAE has become an attractive year-round tourist destination, benefiting from advanced infrastructure, a robust transportation network, modern airports, and other facilities that cater to the expectations of tourists and visitors from around the globe.
Furthermore, he stated that the tourism sector continues to show strong growth indicators with positive forecasts for the future. Currently, tourism contributes approximately 15% to the national GDP, compared to the 17% target outlined in the UAE Tourism Strategy 2031, demonstrating the sector’s resilience and potential for sustainable growth.
Al Marri confirmed the ongoing efforts to launch new initiatives through the UAE Tourism Council, collaborating with local entities to unify policies and promotional campaigns while enhancing the visitor experience across the seven emirates, supported by advanced infrastructure that reinforces the UAE’s status as a leading and attractive tourist destination year-round.