“The most beautiful winter in the world” concludes its 5 version with positive results and hotel revenues of 1.9 billion dirhams

The Ministry of Economy announced the conclusion of the fifth edition of the campaign “The Most Beautiful Winter in the World”, which was launched on December 16 and lasted six weeks under the slogan “Green Tourism”, in cooperation with the National Agricultural Center and local tourism agencies in the country.

The campaign achieved an exceptional success in terms of consolidating new concepts that support tourism diversity within the national trends aimed at developing a complementary tourism system at the state level based on the best practices used globally, by encouraging green tourism patterns and sustainable agricultural and environmental tourism, which creates a fertile tourist market for investments and projects in This sector.

Abdullah bin Touq Al -Marri, Minister of Economy and Chairman of the Emirates Tourism Council, stressed that the fifth edition of the campaign of the most beautiful winter in the world, under the slogan “Green Tourism”, has succeeded in creating new paths that strengthened the tourism diversity by promoting tourism and natural destinations and experiences in all the emirates of the country across Its contribution to highlighting environmental tourist attractions, green areas and winter experiences characterized by the UAE, as well as farmer tourism, natural reserves, charming and picturesque scenery, and supported meeting various directions of local and international visitors and at the same time worked to enhance the state’s attractiveness to tourism investments in new quality projects, in line with the targets “National Tourism Strategy 2031”.

He added that the success of the campaign supports future government trends, whether in enhancing the competitiveness of the tourism sector in the Emirates by diversifying tourism products and increasing the added value offered by this sector, or by focusing this campaign on sustainability and encouraging environmental tourism in light of the campaign coincidence with the national program “planting the Emirates “Which aims to consolidate the concepts of sustainable agriculture, an integrated societal culture.

In this context, Bin Touq said that the fifth edition of the campaign of the most beautiful winter in the world succeeded in achieving positive results in the various emirates of the seven state, as the revenues of hotel establishments in the country during this version reached approximately 1.9 billion dirhams, with an increase of 86.9% over the fourth version as the total reached The number of guests of hotel establishments in the country is more than 4.4 million inmates, with an increase of 62% compared to the fourth version of the campaign, as well as an increase in the hotel occupancy rate of 74%.

He noted this copy that was able to reach 224.7 million people around the world, bringing the total number of people to whom it reached during its five copies of more than 1.2 billion people, which contributes to the consolidation of the positive mental image of the UAE, a leading global tourist destination, to strengthen cooperation efforts between various parties And the tourism bodies concerned in the country to focus on the experiences, patterns and tourism projects that double the wealth that is characterized by the tourism sector in the various emirates of the state and the competitiveness of attractive destinations in each emirate, which works to build pillars and more powerful foundations for the sustainability of the national tourism sector, and provides a unique model that enhances the identity of the UAE tourism unified At the global level.

The “The Most Beautiful Winter in the World” campaign targeted in its fifth edition to promote the wide diversity and the great ingredients that green tourism possesses in various emirates and regions of the country, the competitiveness and attractiveness of natural, environmental and agricultural destinations, which supports attraction and tourism activity at the local level between citizens and residents in the UAE and enhances continuous growth In the numbers of tourists coming from all countries of the world.

The campaign included the publication of many media and marketing materials through the various media and social media channels, to introduce the exceptional experiences offered by green tourism in the Emirates, where the tremendous diversity in the natural environments between mountains, beaches, desert environments, scenic views, reserves and innovative farms, and what these destinations include outstanding tourism activities .

The campaign highlighted many innovative agricultural projects, especially those carried out by entrepreneurs from Emirati youth and achieved impressive successes in cultivating types of plants and trees that do not grow in the Emirates environment in addition to the major agricultural projects encouraged by government agencies or in which national institutions invested to benefit from technology Agricultural advanced in the consolidation of the foundations of a sustainable agricultural sector in the country, such as wheat cultivation and the adoption of vertical and water agricultural agriculture, in addition to adopting sustainability and rationalization techniques in agriculture.


The campaign also highlighted the most prominent natural landmarks in the country and the regions rich in environmental and biological diversity, such as natural reserves, islands, mountainous and desert environments and beaches, and the attractive tourist activities and exceptional experiences.

The campaign showed the great attention that the UAE attaches to increasing the green area and the sustainability of agriculture and its consolidation of an integrated societal culture, in addition to government trends in this field and its achievements in protecting the environment and achieving sustainability.


The civil aviation sector in the UAE witnessed a record performance during the year 2024, with the movement of passengers increasing by 10% to 147.8 million passengers, compared to 134 million passengers in 2023, which enhances the state’s position in a leading global destination in the field of air transport.

The Emirati tourism sector continues to achieve positive results after the revenues of hotel establishments in the country increased to 37.1 billion dirhams during the period from January to October 2024, with a growth rate of 4% compared to the same period in 2023, and the hotel occupancy rate reached approximately 78% during the first 10 months of Last year, a growth rate of 2.7% compared to the same period in the year 2023.

The total number of guests of hotel establishments in the seven Emirates reached approximately 24.9 million inmates during the first ten months of the year 2024, with a growth rate of 9.5% compared to the same period in 2023, and the total number of hotel establishments in the country reached about 1246 facilities by the end of last October.