ABU DHABI: The UAE has launched the fifth season of its highly anticipated World’s Coolest Winter campaign, this time focusing on green tourism. Announced by Abdullah bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, the campaign promotes sustainable tourism by encouraging visits to farms, nature reserves, and eco-friendly destinations across the seven emirates.
Running from December 16 to January 27, the six-week campaign is a collaboration between the Ministry of Economy and the National Agricultural Centre. It aims to support the UAE’s sustainable tourism goals while promoting environmental awareness. This initiative also aligns with the country’s broader National Tourism Strategy 2031, which seeks to boost tourism revenues and strengthen the UAE’s position as a leading global travel destination.
The launch event took place at Masfout Museum in Ajman, highlighting the region’s rich agricultural environment, natural landscapes, and mountains. The campaign’s key focus is to showcase the UAE’s diverse tourism offerings, from sustainable tourism to desert, beach, and mountain experiences.
Minister Abdullah bin Touq stated, “The fifth season of the World’s Coolest Winter campaign reinforces sustainable tourism by highlighting green and eco-friendly destinations. It also supports the UAE’s vision for an innovative, sustainable future.”
Building on the success of the previous season, which reached over 600 million people globally, the new campaign aims to attract citizens, residents, and international tourists. It will spotlight the UAE’s stunning natural landscapes, adventure experiences, and cultural heritage, blending tradition with modernity.
The Ministry of Economy invites the public to actively engage by sharing travel experiences using the campaign’s social media platforms, further highlighting the UAE’s world-class tourism offerings.
