His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, unveiled the third iteration of the “World’s Coolest Winter” campaign during the UAE Cabinet meeting, which was held in Al Zorah Natural Reserve in Ajman.
“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,” said His Highness.
His Highness highlighted that this year’s starting point is in Ajman which has undergone major economic and tourism transformations in the past few years, making it an ideal launchpad for the campaign.
“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,” said Sheikh Mohammed bin Rashid.
He emphasized that tourism is a significant component of the Emirati economy, with all federal and municipal authorities working together to boost this crucial industry, emphasizing the need for collaboration between the government and private sectors.
“The World’s Coolest Winter campaign, sparked an increase in domestic tourism by 36 percent in 2021, reaching 1.3 million domestic tourists. This year’s theme is “Our heritage” will focus on spreading the Emirati values,” added His Highness.
The current edition of the campaign seeks to encourage domestic tourism within the UAE as well as attract tourists from across the world to enjoy the mild winter by showcasing the important UAE tourism destinations as well as the country’s most prominent recreational, cultural, and natural assets.
The theme of the 2022 campaign will be “Our Heritage,” emphasizing the rich Emirati values and culture, as well as its distinguishing characteristics like as hospitality, tolerance, and togetherness.
During the campaign season, entities involved with history and culture in the UAE will collaborate to present a diverse variety of programs and events highlighting the distinctiveness of Emirati heritage.
This year’s World’s Coolest Winter campaign celebrates the human element in every visit to the UAE, which is central to its status as a sought-after global tourist destination with a relaxed and friendly atmosphere, and is reflected in its values of tolerance, inclusion, and respect for all tourists from all backgrounds.
The campaign achieved notable results in its second edition, which took place last year, where AED1.5 billion in revenues were generated in one month, the number of local tourists increased to more than 1.3 million tourists, an increase of 36 percent compared to the first edition of the campaign, and the number of hotel guests increased by 50 percent.
