UAE's Winter Campaign Aligns with National Tourism Strategy 2031
Mokshita P.
10x Industry

UAE's Winter Campaign Aligns with National Tourism Strategy 2031

H.H. Sheikh Mohammed bin Rashid Al Maktoum introduces the fourth edition, aiming to showcase the UAE's unique attractions, drive domestic tourism, and contribute to the country’s GDP growth.

H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has unveiled the fourth edition of the domestic tourism campaign, titled ‘World’s Coolest Winter 2024.’ The initiative, under the theme ‘Unforgettable Stories,’ is a continuation of the UAE's domestic tourism strategy introduced by His Highness in December 2020, with a focus on creating a comprehensive domestic tourism landscape.

The latest edition of the campaign aims to enhance domestic tourism while drawing global tourists to experience the winter season in the UAE. It showcases the country's diverse attractions, including its unique climate, iconic entertainment options, cultural and natural landmarks, and a range of activities that promise unforgettable experiences.

H.E. Abdulla bin Touq Al Marri, Minister of Economy and Chairman of the UAE Tourism Council, emphasised the campaign's alignment with the National Tourism Strategy 2031, stating, “The fourth edition of the World's Coolest Winter campaign, scheduled from January 9 to February 20, 2024, aims to spotlight the UAE's distinctive tourism offerings, rich cultural heritage, and enchanting natural landscapes. This initiative further strengthens the UAE's position in the global travel and tourism landscape.”

The campaign targets citizens, residents, and tourists in the UAE, as well as international visitors. It involves a widespread dissemination of media and marketing content across various platforms and social channels to effectively promote its goals and showcase the top winter tourism destinations in the country. The campaign will spotlight unique experiences, entertainment activities, and adventures across the seven emirates.

The previous edition of the campaign, held in 2022, demonstrated significant economic benefits for domestic tourism, with hotel revenues reaching AED 1.8 billion, marking a 20 percent increase compared to the second edition's revenue of AED 1.5 billion.

Highlighting the UAE's tourism sector performance for the first nine months of 2023, H.E. Bin Touq shared promising figures. Hotel establishment revenues surged to AED 32.2 billion, reflecting a remarkable 27 percent growth compared to the same period in 2022. The number of hotel guests across the seven emirates reached 20.2 million, indicating a 12 percent increase from 2022, with the hotel occupancy rate hitting 75 percent, showing a six percent year-over-year growth.

H.E. Bin Touq emphasised the vital role these indicators play in achieving the national target set by the 'We the UAE 2031' vision to elevate the tourism sector's contribution to the UAE's GDP to AED 450 billion by the next decade. The tourism sector is recognised as a strategic pillar for building the economy of the future and transitioning towards a new economic model.