UAE: Fourth season of ‘World’s Coolest Winter Campaign’ kicks off

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, launched the fourth season of the ‘World’s Coolest Winter Campaign’.

The campaign will primarily drive domestic tourism in the UAE. It will also support international visitors with its agenda full of events and activities.

This year the campaign runs under the slogan ‘Unforgettable Stories’, and includes various programmes, events and activities.

According to the state news agency, WAM, Sheikh Mohammed said, “The UAE is witnessing a rising tourist flow due to its beautiful weather, natural resources, architectural treasures, cultural landmarks, and above all its kind and hospitable people.

“The national tourism sector witnesses an annual growth. Our goal is to increase the sector’s contribution to GDP to reach Dhs450bn by 2031.”

The UAE tourism sector achieved promising performance, as the revenues of hotel establishments increased to Dhs32.2bn from January to September 2023, a growth rate of 27 per cent compared to the same period in 2022. The number of guests in hotel establishments reached 20.2 million guests during the same period.

World’s Coolest Winter Campaign: Succesful past editions

In its third season, the campaign saw tourists numbers reach 1.4 million, an increase of 8 per cent compared to the second edition.

The campaign’s content reached 190 million people all over the world, meanwhile, the number of views was 159 million.

Abdullah bin Touq Al Marri, Minister of Economy and chairman of the Emirates Tourism Council, said, “The ‘World’s Coolest Winter Campaign’ contributes to the efforts made all over the country to further support the inbound and outbound tourism sectors and to achieve more accomplishments to cement the UAE position as the top tourism destination regionally and globally.

“The UAE tourism sector witnessed high performance and was able to outperform many international tourism markets.”