The Emirates Tourism Council held its first meeting of 2026 in Al Ain, bringing together heads and directors general of tourism departments from across the seven emirates to align on priorities for the year ahead.

Chaired by Abdulla bin Touq Al Marri, the meeting reviewed the outcomes of the sixth edition of the World’s Coolest Winter campaign and its role in driving tourism revenues while strengthening the UAE’s appeal to international visitors.

The Council also assessed promotional plans submitted by local tourism authorities for 2026, covering destination marketing, landmark promotion, and new visitor offerings. The plans outline strategic objectives, campaign activity, and implementation programmes aimed at supporting sustainable sector growth and expanding the UAE’s regional and global presence.

Bin Touq said tourism remains a central pillar of the UAE’s economic diversification strategy and a key contributor to national GDP. He pointed to the country’s integrated tourism ecosystem, world-class infrastructure, and diverse range of experiences as factors positioning the UAE among the world’s leading tourism destinations.

He added that the meeting focused on defining joint priorities for the next phase of development, with an emphasis on stronger coordination between federal and local tourism authorities. Greater integration across the seven emirates, he said, would improve the efficiency of national tourism efforts, reinforce a unified tourism identity, and present the UAE as a single destination offering cultural, beach, nature-based, business, medical, and leisure tourism.

Discussions also highlighted the importance of closer collaboration with national airlines, global booking platforms, and private-sector partners to boost visitor flows and enhance the UAE’s competitiveness in key source markets.

Data-driven decision-making was another key focus, with the Council examining how travel trends and demand indicators can be used to identify priority markets and better direct investment and marketing spending. Particular attention was given to high-value markets in the GCC, Europe, and Asia, based on growth potential, visitor volumes, and average spend.

The meeting also reviewed proposed initiatives for the year ahead, including participation in major international tourism exhibitions, expanded familiarisation trips in partnership with national carriers, and integrated marketing campaigns across digital and traditional channels.

Council members stressed that a more coordinated national approach would help increase the average length of stay and encourage visitors to explore multiple emirates in a single trip, supporting the UAE’s positioning as a global tourism destination defined by diversity, quality, and innovation.