Source : WAM
The Emirates Tourism Council held its first meeting of 2026 in Al Ain, chaired by Abdulla bin Touq Al Marri, Minister of Economy and Tourism, with participation from heads and directors general of local tourism departments across the UAE.
The session reviewed the results of the sixth edition of the “World’s Coolest Winter” campaign, highlighting its key role in boosting tourism revenue and enhancing the UAE’s appeal to international visitors. Plans for 2026 were also discussed, including strategies for promoting destinations, landmarks, and offerings of local tourism development departments, supporting sustainable growth and strengthening the UAE’s regional and global presence.
Bin Touq emphasised that tourism remains a cornerstone of sustainable economic growth and a key contributor to national GDP. He noted the UAE’s success in building an integrated, world-class tourism ecosystem, recognised globally for its diverse offerings, high-quality infrastructure, and exceptional visitor experiences.
“Today’s Council meeting focused on identifying joint priorities for the next phase in coordination with relevant tourism entities, while strengthening integration among the seven emirates in the promotion of tourism offerings and destinations. This approach enhances the efficiency of national efforts to develop the sector, reinforces the national tourism identity, and positions the UAE as a unified and diverse destination that brings together cultural, beach, nature-based, business, medical, and other forms of tourism,” he added.
Bin Touq highlighted that sharing plans and insights among local tourism entities opens up broader opportunities for coordination and enhances the effectiveness of promotional campaigns. This collaboration also helps identify areas for cooperation in key tourism markets, whether through unified national campaigns or joint participation in major international exhibitions.
He further stressed the importance of strengthening partnerships with national airlines, global booking platforms, and private-sector stakeholders to boost tourism flows and elevate the UAE’s competitiveness on the global stage.
The meeting also focused on the strategic use of data to pinpoint priority tourism markets, leveraging travel trend analyses and demand indicators to efficiently guide investments and marketing resources.
This targeted approach enables focus on markets with the highest potential in terms of visitor numbers, growth rates, and average spending, particularly in high-value regions such as the GCC, Europe, and Asia, ultimately enhancing the UAE’s ability to achieve measurable outcomes in tourism development and maximise economic returns.
Additionally, the Council reviewed various proposed tourism initiatives, including participation in major international tourism exhibitions and events, organising enhanced familiarisation trips with national airlines, and implementing integrated marketing campaigns across both digital and traditional media platforms.
Participants emphasised the importance of strengthening efforts within a unified national framework to promote the UAE’s tourism identity and showcase the seamless integration of tourism experiences across all seven emirates.
This strategy supports increasing the average length of stay and encourages visitors to explore multiple emirates in a single trip, further reinforcing the UAE’s position as a global tourism destination known for its quality, diversity, and innovation.
