Third edition of World’s Coolest Winter campaign concludes
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World’s Coolest Winter campaign concludes, here are its highlights

World’s Coolest Winter campaign concludes, here are its highlights

The third edition raised the number of domestic tourists to 1.4 million, an increase of 8 per cent over the previous edition

Gulf Business
World's Coolest winter campaign photo WAM

The third edition of the ‘World’s Coolest Winter’ campaign has concluded on a successful note.

The campaign was launched by Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai, on December 2022, at Al Zorah Natural Reserve in Ajman.

Abdullah bin Touq Al Marri, Minister of Economy, confirmed the success of the campaign in supporting domestic tourism.

Read: Sheikh Mohammed launches the UAE’s first federal domestic tourism campaign

He noted that the “World’s Coolest Winter” translates the objectives of the UAE Tourism Strategy 2031, which seeks to attract Dhs100bn as additional investments for the tourism sector, and raise its contribution to the GDP to Dhs450bn in 2031.

Bin Touq added: “The campaign succeeded in shedding light on our identity and heritage, and introducing the rich culture of the Emirates, taking advantage of the great success achieved in the past editions.”

Highlights of the third World’s Coolest Winter campaign

  • The campaign raised the revenues of hotel establishments to Dhs1.8bn, compared to Dhs1.5bn its second edition, marking an increase of 20 per cent, according to UAE Government Media Office.
  • The current edition of the World’s Coolest Winter campaign, raised the number of domestic tourists to 1.4 million, an increase of 8 per cent over the previous edition.
  • The campaign recorded a remarkable turnout on social media, achieving more than 5.8 million interactions on different platforms. The #WorldsCoolestWinter hashtag was used in more than 18,000 photos and videos on social media, state news agency WAM reported.
  • The campaign was accompanied by more than 161 promotional videos, produced by the UAE Government Media Office and content creators in the country, achieving more than 158.2 million views from all over the world.
  • The positive interaction reached 100 per cent globally. The local, regional and global media coverage reached more than 190 million people.

Saeed Mohammad Al Eter, chair of the UAE Government Media Office, said: “The third edition of the campaign under the slogan “Our Heritage”, has succeeded in achieving its goals, through coordination and joint work between the government entities and the private sector.”

This year’s campaign celebrated the country’s heritage, national identity and Emirati values.

In its third edition, the World’s Coolest Winter campaign launched its new website, providing an interactive experience that highlights the most important landmarks and tourist attractions in all emirates.

The website content is available in both Arabic and English.

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