UAE Winter Tourism Campaign brought a 20% increase in hotel revenue, from $408M (AED 1.5B) in the second edition to $490M (AED 1.8B) in the current edition of the “World’s Coolest Winter” campaign. The campaign, which aimed to promote tourism, natural sites, and entertaining destinations, led to a rise in domestic tourism, with 1.4 million domestic tourists recorded, an 8% increase from the previous edition.
The campaign also achieved significant social media interaction, with over 5.8 million interactions and more than 18,000 photos and videos on social media using the #WorldsCoolestWinter hashtag. The UAE Government Media Office and local content creators produced over 161 promotional videos, which garnered over 158.2 million views globally.
The campaign received positive interaction from 100% of the global audience, and media coverage reached more than 190 million people locally, regionally, and globally, according to Arabian Business.
H. E. Abdullah bin Touq Al Marri, Minister of Economy, said the success of the campaign in enhancing the national economy and supporting the domestic tourism, providing a unique experience for visitors based on the UAE tourism diversity, heritage and culture legacy.
He said that the “World’s Coolest Winter” translates the objectives of the UAE Tourism Strategy 2031, which seeks to attract AED 100B as additional investments for the tourism sector, and raise its contribution to the GDP AED 450B in 2031.
Bin Touq said: “The Campaign succeeded in shedding light on our identity and heritage, and introducing the rich culture of the Emirates, taking advantage of the great success achieved in the past editions.”
H. E. Saeed Mohammad Al Eter, Chair of the UAE Government Media Office, said: “The third edition of the campaign under the slogan “Our Heritage”, has succeeded in achieving its goals, through coordination and joint work between the government entities and the private sector.”
He thanked all World’s Coolest Winter partners for their efforts in making the campaign’s activities a success, and featuring the country’s natural landmarks and beautiful destinations in a unique way.
This year’s campaign celebrated the human element, heritage, national identity, and authentic Emirati values. Numerous entities, facilities, and tourist attractions focused on culture and heritage in the UAE participated in the “World’s Coolest Winter” campaign with unique programs that celebrate local heritage, Emirati values, and showcase the country’s national identity.
UAE winter tourism campaign serves as a demonstration of the UAE’s dedication to sharing its culture and heritage with the world, strengthening its soft power, and reinforcing its position as a top tourist destination globally. The campaign’s third edition launched a new website that provides an interactive experience highlighting significant landmarks and tourist attractions in all emirates.
