Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, on Wednesday launched the second season of the World’s Coolest Winter campaign.
Launched at a special event at Expo 2020 Dubai site, this year’s edition will expand on last year’s campaign and will cover both domestic and foreign tourism as the UAE seeks to continue its recovery from the impact of the global pandemic.
In a series of tweets through his official account, Sheikh Mohammed said: “Today, we launched the second season of the World’s Coolest Winter campaign, in collaboration with federal entities and local tourism departments, reinforcing the UAE as one destination, as we outlined in the Principles of the 50.”
He added: “The primary target audience of the campaign is domestic and family oriented, with the aim of gathering our families in our beautiful nation. We want families from Dubai and Abu Dhabi to enjoy Ras Al Khaimah and Fujairah, and families from other emirates to experience Abu Dhabi and Dubai. Everyone should enjoy the emirates.
“The UAE’s tourism recovered the quickest globally. The seven emirates have rich history, geography, nature, urban architecture, and community. The UAE’s archaeological sites, culture centers, historical landmarks, and nature reserves, offer visitors a holistic experience.”
The second season of the World’s Coolest Winter campaign is the largest campaign of its kind and will highlight the diversity of the UAE’s touristic and recreational attractions, the beauty of its natural landscapes, and the hospitality of its people.
It will run until the end of January to familiarise residents and international tourists with the activities that the UAE winter offers.
The campaign is an open invitation to all citizens and residents, as well as visitors to the UAE, to capture their most beautiful experiences, adventures and memorable moments in various parts of the country and share them across digital platforms.
It also opens the door for influencers and celebrities from the country, the Arab region and the world to introduce the most prominent tourist attractions to their millions of followers.
The campaign is expanding this year to target international visitors and is also accompanied by the provision of many exclusive promotions for the campaign by tourist establishments, hotels, shops and restaurants.
The UAE saw occupancy rates in hotels of 64 percent between January and October and the country outperformed the top 10 tourist destinations in the world.
In the first half of 2021, hotel and tourist establishments attracted about 8.3 million guests, a growth of 15 percent compared to the first half of last year. This was accompanied by a 31 percent growth in hotel establishment revenues to reach AED11.3 billion.
The global data website Statista said it expects the UAE to attract more than 31 million tourists annually by 2025, and the travel and tourism sector to contribute AED280.6 billion to the UAE’s GDP by 2028.
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