Page 903 - MOE ENGLISH PR REPORT - FEBRUARY 2025 Part 1

2/24/25, 4:36 PM World’s Coolest Winter’ Campaign Concludes Fifth Edition with AED 1.9 Billion in Hotel Revenues
By showcasing the country’s rich landscapes, nature reserves, and winter retreats, the initiative helped
boost tourism activity and attract significant investments into the sector.

H.E. Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council,
emphasized that the campaign successfully highlighted the UAE’s diverse destinations and unique

experiences across all seven emirates. It played a key role in positioning the UAE as a leading global
tourism hub, with its latest edition alone reaching 224.7 million people worldwide. Across all five
editions, the campaign has now engaged more than 1.2 billion people globally.

The initiative placed a strong emphasis on eco-friendly tourism by promoting innovative agricultural

projects, biodiversity conservation, and sustainability initiatives. Several projects by Emirati
entrepreneurs, including vertical farming, hydroponics, and wheat cultivation, were featured as part of
the campaign’s commitment to promoting green tourism. The initiative also aligned with the ‘Plant the
Emirates’ national program, reinforcing sustainable agriculture as an integral part of the UAE’s tourism
and environmental strategy.

The UAE’s tourism and aviation sectors have witnessed continued growth, with hotel revenues
reaching AED 37.1 billion between January and October 2024, a 4% increase compared to the
previous year. Hotel occupancy rates averaged 78%, reflecting a 2.7% rise from 2023. Additionally, the
civil aviation sector recorded 147.8 million passengers in 2024, marking a 10% increase from the

previous year, further strengthening the UAE’s position as a global travel hub.

The success of the ‘World’s Coolest Winter’ campaign underscores the UAE’s commitment to
enhancing its tourism sector through sustainability, innovation, and strategic collaboration, ensuring
long-term growth and competitiveness on the global stage.

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