‘World’s Coolest Winter Campaign’ Back in Dubai for 4th Season

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has officially launched the 4th season of the “World’s Coolest Winter Campaign.” This initiative aims to further bolster the tourism sector, aligning with the UAE’s domestic tourism strategy initiated in 2020 to promote local travel.

His Highness Sheikh Mohammed bin Rashid highlighted the UAE’s increasing tourist influx, attributing it to the nation’s pleasant weather, natural attractions, architectural marvels, cultural landmarks, and the warm hospitality of its people. He emphasized the campaign’s role in contributing to the country’s goal of reaching a tourism sector contribution of 450 billion dirhams to the GDP by 2031.

Under the theme “Unforgettable Stories,” this year’s campaign encompasses a range of programs, events, and activities. It strives to boost domestic tourism across the UAE and attract visitors globally to experience the beauty of the winter season and explore the nation’s tourism treasures.

Positive Outcomes from Previous Seasons The third season of the campaign witnessed positive outcomes, with a tourist count of 1.4 million, marking an 8 percent increase compared to the previous edition. The campaign’s content reached 190 million people worldwide, accumulating 159 million views.

Objectives and Scope The “World’s Coolest Winter Campaign” aims to showcase the key tourism attractions in each emirate, offering comprehensive support to visitors through an agenda packed with diverse events and activities.

Abdullah bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, emphasized the campaign’s contribution to supporting both inbound and outbound tourism sectors. He reiterated the UAE’s commitment to consolidating its position as a top regional and global tourism destination.

Promising Tourism Sector Performance The UAE’s tourism sector demonstrated promising performance, with hotel establishment revenues reaching AED 32.2 billion from January to September 2023, reflecting a 27 percent growth compared to the same period in 2022. The number of hotel guests reached 20.2 million during this period, indicating a 12 percent increase. Hotel occupancy rates stood at 75 percent for the first nine months of the previous year, a 6 percent growth rate from 2022.

Diverse Tourism Offerings The UAE’s tourism landscape is diverse, encompassing eco-tourism, desert adventures, cultural and heritage sites, beach tourism, mountain activities, and various adventure sports. Additionally, shopping tourism remains a significant draw, with the country hosting renowned shopping festivals and world-class shopping centers.

Overall, the “World’s Coolest Winter Campaign” contributes to reinforcing the UAE’s status as a dynamic and multifaceted global tourism destination, fostering economic growth and showcasing the nation’s unique offerings to the world.