UAE unveils major 2026 tourism projects and data platform as visitor revenues hit $517m

Chaired by Abdulla bin Touq Al Marri, Minister of Economy and Tourism, the Council’s fourth meeting of 2025 was attended by the heads and directors general of the country’s local tourism entities, alongside representatives from the Federal Competitiveness and Statistics Centre.

Bin Touq affirmed that the UAE continues to prioritise tourism as a key driver of national economic growth.

UAE tourism plans 2026

He said the country has implemented sustainable strategies and projects to enhance visitor experiences and reinforce its global reputation.

Bin Touq said: “The Council’s new tourism projects and initiatives represent a significant milestone in enhancing the growth and competitiveness of the tourism sector.

“They support our national efforts to highlight the diversity of tourism, develop comprehensive tourism offerings, and establish a state-of-the-art digital infrastructure for tourism data in the UAE, in line with international best practices.

“They also contribute to strengthening the UAE’s position as the world’s best tourism destination and building a sustainable tourism sector, in alignment with the objectives of the ‘We the UAE 2031’ vision.”

UAE Tourism data platform

The Council reviewed the completion of the “Tourism Data Update” project, developed in collaboration with federal and local entities. The initiative will establish a unified national platform for tourism data, ensuring accuracy, transparency, and consistency in measuring performance indicators.

The platform will enable seamless sharing of information among all relevant entities, helping to improve data-driven decision-making and strengthen coordination under the National Tourism Strategy 2031.

Members discussed a range of new tourism projects planned for implementation in 2026.

These initiatives aim to diversify tourism offerings across all emirates, accelerate digital transformation through modern technologies, and embed sustainability in every part of the sector.

The projects are designed to enhance the visitor experience and further boost the UAE’s competitiveness as a global tourism hub.

World’s Coolest Winter 2025

Preparations are under way for the sixth edition of the “World’s Coolest Winter” campaign, scheduled to launch in December 2025, one of the country’s peak tourism periods.

The Council discussed expanding partnerships with influencers and digital platforms to promote the UAE’s destinations, highlighting its natural and cultural diversity.

It also explored strategies to reach a wider international audience through innovative marketing and advanced digital engagement tools.

The fifth edition of the campaign generated AED1.9bn ($517m) in hotel revenues and showcased more than 290 destinations across the UAE.

The initiative has become a benchmark for successful collaboration between federal and local entities and the private sector.

UAE Tourism 2025–2026

Strengthening tourism partnership with Oman

The Council also explored opportunities to strengthen cooperation with the Sultanate of Oman in tourism and heritage.

Discussions focused on facilitating visitor movement between the two countries and expanding collaboration in investment, training, and innovation.

Both sides reaffirmed their shared commitment to promoting sustainability and supporting regional tourism development, reflecting the strong bilateral relationship and aligned economic goals.

Why it matters

Tourism remains one of the UAE’s fastest-growing non-oil sectors, contributing more than 12 per cent to GDP.

The Emirates Tourism Council’s initiatives support the government’s goal to attract 40m hotel guests annually by 2031 and raise the sector’s GDP contribution to AED450bn ($122.5bn).