The third edition of the 'World's Coolest Winter' campaign has been launched.
The campaign was launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, at the Al Zorah Natural Reserve in Ajman.
With Ajman highlighted as the starting point for the new season, His Highness Sheikh Mohammed said, "Today, I chaired the UAE Cabinet meeting at Al Zorah Natural Reserve in Ajman, during which we launched the new season of the domestic national tourism campaign, ‘World’s Coolest Winter'. 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."
The theme for the year is 'Our Heritage', which highlights the values and traditions of Emirati culture, including hospitality, tolerance and solidarity.
In 2021, with the launch of the second edition of the campaign, a spike in domestic tourism increased by 36%, with an increase of 1.3 million tourists and a 50% increase in hotel guests.