Unforgettable Stories: World’s Coolest Winter 2025 campaign launched

Under the visionary leadership of Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the nation’s winters are nothing short of extraordinary. With the launch of the “World’s Coolest Winter” campaign, this ambition takes on new life, inviting locals and international visitors to embrace the beauty, culture, and thrill of a UAE winter.

This year’s campaign, themed “Unforgettable Stories,” transforms the UAE into a storytelling canvas. From scenic hikes in Ras Al Khaimah to adrenaline-pumping zip lines over Jebel Jais, the initiative curates experiences that cater to all kinds of adventurers. The official campaign website offers a treasure trove of over 290 attractions, listed in both Arabic and English, ensuring accessibility for a global audience.

For those looking to reconnect with nature, the campaign highlights hidden gems like Al Ain Oasis, the serene Al Qudra Lakes, and the mangroves of Umm Al Quwain. Whether you’re uncovering the history of the Buried Village in Sharjah or gazing at the Fossil Dunes in Abu Dhabi, the UAE promises to tell its story through every step you take.

The UAE’s dynamic topography provides the backdrop for countless adventures. Thrill-seekers can dive deep into Dubai’s waters with Shark Diving, soar across the Dubai Marina on the XLine, or race down the world’s longest zipline at Jebel Jais. For those seeking quietude, camping under the stars at sites like Al Badayer or the Moon Lake offers a serene escape.

Cycling enthusiasts can test their endurance on the Al Qudra Cycle Track, while families can bask in the warmth of Abu Dhabi’s Yas Island beaches. Each emirate offers a unique flavor, blending modern luxury with nature’s tranquility.

While the UAE is renowned for its towering skyscrapers and lavish malls, the “World’s Coolest Winter” campaign urges visitors to explore its lesser-known wonders. The Hatta Secret Pool, Ras Al Khor Wildlife Sanctuary, and Mleiha Archeological Center offer a glimpse into the UAE’s quieter, untouched beauty. These spots redefine the idea of luxury, trading opulence for the simplicity of natural splendor.

Meanwhile, the heritage sites scattered across the emirates, such as Al Jahili Fort and Al Maqtaa Fort, bring visitors closer to the country’s rich cultural tapestry. It’s a celebration of the UAE’s roots, balanced perfectly with its aspirations for the future.

For those craving a blend of comfort and adventure, glamping has taken center stage. Resorts like the Sedr Trailers Resort in Hatta or the Kingfisher Retreat in Sharjah offer a luxurious twist on traditional camping. And what’s a winter vacation without a bustling market to explore? From Dubai’s Ripe Market to Sharjah’s Souq Al Shanasiyah, the campaign highlights a range of bazaars that reflect the UAE’s rich artisan heritage.

Families aren’t left out either. Attractions such as the Dubai Miracle Garden and Al Ain Zoo provide countless opportunities for children to revel in winter magic.

The “World’s Coolest Winter” campaign is changing how people perceive the UAE’s seasons. Launched by the UAE Government Media Office in collaboration with the Ministry of Economy, this initiative is part of a broader vision to position the country as a global winter destination. The campaign strategically highlights the UAE’s cultural, natural, and recreational diversity, creating an experience that feels both accessible and aspirational.

In a region where summer often takes the spotlight, this campaign proves that winter can be just as awe-inspiring. The UAE invites visitors to step away from the usual narratives of luxury shopping and indoor entertainment to embrace a season where the outdoors take center stage. It’s a call to reconnect—with nature, with history, and with moments that turn into lifelong memories.

As Sheikh Mohammed Bin Rashid Al Maktoum said:

"Winter brings great moments and experiences. Like everything else in the UAE, we aim to make every winter the best in the world."

And indeed, this campaign is shaping up to do just that.