The second edition of the World’s Coolest Winter tourism campaign, has raised the revenues of the UAE’s hotels to AED1.5 billion ($410 million).
The campaign, launched by Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, in December, saw an increase of 50 percent on the first edition.
It also raised the number of domestic tourists from 950,000 to 1.3 million, an increase of 36 percent, while the occupancy rate of hotels reached 73 percent, compared to 66 percent in the first edition of the campaign.
The initiative also recorded more than half a million interactions on social media from around the world, reaching more than half a billion people.
More than 260 promotional videos were produced by the UAE Government Media Office, while 106 content makers submitted 175 videos about the campaign, which collectively achieved 129 million views.
Dr Ahmed Belhoul Al Falasi, Minister of State for Entrepreneurship and Small and Medium Enterprises, and chairman of the Emirates Tourism Council, said the campaign “have shown the UAE’s landmarks and destinations in a new way”.
“The World’s Coolest Winter campaign has contributed to supporting the tourism sector and increasing its growth, which reflects the flexibility and the safe environment that characterizes the economy and tourism sector in the UAE,” he added.
During the campaign, several social media influencers, including Omar Farouk, Joe Hattab, Khaled Al Khaldi, Ali Salloum, and Wasnisni, participated in vlogging at attractions in the UAE.
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