His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has launched the fourth edition of the 'World's Coolest Winter Campaign'. The campaign aims to bolster the tourism sector, aligning with the UAE's domestic tourism strategy introduced in 2020 to enhance and encourage local tourism.
His Highness Sheikh Mohammed bin Rashid said, “Today, the UAE launches a new season of the annual national tourism campaign, the 'World's Coolest Winter Campaign'. 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."
This year, the slogan for the campaign is 'Unforgettable Stories', and it contains various programmes, events and activities. The campaign strives to back domestic tourism across the UAE while drawing global tourists to experience the beauty of the winter season and explore the tourist gems in the country.
In its third season, the campaign delivered positive outcomes with a tourist count of 1.4 million, marking an 8% rise from the previous edition. The campaign's content reached 190 million people globally, garnering 159 million views.
The 'World's Coolest Winter Campaign' aims to highlight the key tourism attractions in each emirate of the country, in addition to providing full support to visitors, with an agenda full of events and activities.