Watch: Sheikh Mohammed announces launch of winter tourism campaign

“Today marks the launch of a new season of the UAE’s annual national tourism campaign, ‘The World’s Coolest Winter’. Our country is becoming a favorite destination thanks to its enchanting natural beauty, architectural wonders, rich heritage culture and, most importantly, its warm and welcoming people,” said His Highness.

Furthermore, he highlighted the flourishing growth of the national tourism sector, with aspirations to contribute 450 billion dirhams to GDP by 2031.

This year’s “World’s Coolest Winter” campaign, themed “Unforgettable Stories,” offers a series of diverse programs and a packed calendar of events. The campaign, the largest of its kind, aims to boost domestic tourism within the UAE and attract international tourists to enjoy the unique winter experiences the country has to offer.

Visitors will be able to enjoy a mix of activities, including enjoying the pleasant winter weather, exploring key recreational, cultural and natural sites and taking part in a variety of environmental, sporting and leisure activities.

The previous edition of the campaign saw significant progress compared to its first edition, recording an 8 percent increase in the number of tourists in its third cycle, reaching 1.4 million. The global reach of the campaign extended to 190 million people and content views reached 159 million.

Recognized as one of the main tourist destinations worldwide, the United Arab Emirates stands out for its cultural, artistic and historical appeal. The country has a wide range of assets, from diverse landscapes and rich resources to a wealth of options for visitors. The UAE tourism sector is characterized by its varied elements of entertainment, a variety of events and activities and the unique experiences it offers.

The campaign showcases key attractions in each emirate, providing comprehensive support to all visitors. With diverse programs and a full calendar of events, the campaign creates a welcoming environment, offering numerous options that reflect the environmental diversity, tourism capabilities and distinctive social and cultural identity of the UAE.

Abdullah bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, said: “The launch of the World’s Coolest Winter campaign is a key step in our continued mission to improve and evolve the various facets of our tourism sector. It builds on the solid foundation laid in recent years, a period during which the UAE has consolidated its status as a premier tourism destination both regionally and globally. Our various tourism sectors have not only achieved high rates of return but have also successfully outperformed numerous international tourism markets in this endeavour.”

The UAE tourism sector has shown promising performance indicators. From January to September 2023, the revenue of hotel establishments in the country soared to Dh32.2 billion, representing a growth of 27 percent compared to the same period in 2022. The number of hotel guests reached 20 .2 million during this period, an increase of 12 percent. starting in 2022. Additionally, the hotel occupancy rate in the first nine months of last year stood at 75 percent, an increase of 6 percent from the same period in 2022, reflecting the strong growth and resilience of the sector.

The United Arab Emirates presents a comprehensive and varied tourism experience, encompassing ecotourism attractions such as natural sites, reserves, oases and mountains that transform into lush paradises in winter. The country is also known for its desert tourism, offering a host of recreational activities in its vast deserts, including the Empty Quarter and the deserts of Dubai, with options such as safari trips and more.

In the field of cultural and heritage tourism, the UAE is dotted with numerous historical sites, various heritage monuments and a variety of museums. The beach tourism sector is also gaining momentum, inviting visitors to enjoy beach and marine sports, making the most of the UAE’s pleasant spring weather.

Additionally, the UAE’s mountainous landscapes offer a wealth of opportunities for outdoor enthusiasts, with activities such as climbing, hiking and mountain biking. Adventure tourism is also thriving, with options ranging from diving and paragliding to various other sports, catering to the interests of a wide audience.

The United Arab Emirates is known for its vibrant tourism sector of festivals, celebrations and large events. Festivals, carnivals and a variety of festive events provide a unique draw for tourists seeking memorable experiences. This includes attendance at various concerts, artistic, musical and entertainment events that are characteristic of this period, offering a range of diverse and enriching experiences for visitors.