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Sheikh Mohammed launches third ‘World’s Coolest Winter’ campaign

In its second edition last year, the campaign generated Dhs1.5bn in revenue, with the number of local tourists increasing to more than 1.3 million

by Gulf Business

December 5, 2022

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, launched the third edition of the World’s Coolest Winter’ campaign during the UAE Cabinet meeting, held at Al Zorah Natural Reserve in Ajman, the state news agency, WAM, reported.

Sheikh Mohammed highlighted Ajman as the starting point for the new season of the campaign. He said: “Ajman witnessed a tourism, economic, and urban transformation under the direction of my brother Sheikh Humaid bin Rashid. We are proud of the dedication of Sheikh Ammar bin Humaid and his brothers.”

He added: “The World’s Coolest Winter campaign, sparked an increase in domestic tourism by 36 per cent in 2021, reaching 1.3 million domestic tourists. This year’s theme “Our heritage” will focus on spreading Emirati values.”

Video: @HHShkMohd chairs a meeting of the #UAE Cabinet at Al Zorah Natural Reserve in Ajman, launches the new season of the domestic national tourism campaign “The World’s Coolest Winter” pic.twitter.com/EcBSHoX8b5

— Dubai Media Office (@DXBMediaOffice) December 4, 2022

The current edition of the campaign aims to support domestic tourism within the UAE and attract tourists from around the world to enjoy the warm winter by highlighting the key UAE tourism attractions and the most famous recreational, cultural and natural landmarks of the country.

In its second edition that took place last year, the campaign generated Dhs1.5bn in revenue in one month, and the number of local tourists increased to more than 1.3 million tourists, with an increase of 36 per cent compared to the first edition of the campaign, and an increase of 50 per cent in the number of hotel guests, according to WAM.

In the first edition, the 45-day World’s Coolest Winter campaign concluded with 950,000 domestic tourists across the country reportedly driving Dhs1bn of revenue into the local hospitality sector within one month.

Read: UAE’s World’s Coolest Winter campaign nets Dhs1bn revenue for domestic hospitality sector