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‘Dubai’s Winter Magic’ Returns for its 4th Season

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has officially launched the fourth season of the highly anticipated “World’s Coolest Winter Campaign.” This initiative aligns with the UAE’s commitment to bolster the tourism sector, aligning with the domestic tourism strategy inaugurated in 2020 to foster local travel.

Expressing his enthusiasm, His Highness Sheikh Mohammed bin Rashid stated, “Today, the UAE launches a new season of the annual national tourism campaign, the ‘World’s Coolest Winter Campaign.’ The UAE is witnessing a rising tourist flow due to its beautiful weather, natural resources, architectural treasures, cultural landmarks, and above all its kind and hospitable people.”

He added, “The national tourism sector witnesses an annual growth. Our goal is to increase the sector’s contribution to GDP to reach 450 billion dirhams by 2031.”

Under the theme “Unforgettable Stories,” this year’s “World’s Coolest Winter Campaign” encompasses an array of programs, events, and activities. The campaign’s primary objectives include bolstering domestic tourism across the UAE and attracting global tourists to experience the beauty of the winter season and explore the country’s diverse tourist offerings.

Noteworthy Achievements

The campaign, in its third season, has recorded remarkable success, with tourist numbers reaching 1.4 million—an 8% increase compared to the previous edition. The campaign’s content reached a staggering 190 million people globally, with a viewership of 159 million.

The “World’s Coolest Winter Campaign” is strategically designed to showcase the key tourism attractions in each emirate, providing comprehensive support to visitors through an agenda packed with events and activities.

Tourism Triumphs

Abdullah bin Touq Al Marri, Minister of Economy and Chairman of the Emirates Tourism Council, commented, “The ‘World’s Coolest Winter Campaign’ contributes to the efforts made all over the country to further support the inbound and outbound tourism sectors and to achieve more accomplishments to cement the UAE position as the top tourism destination regionally and globally.”

Highlighting the sector’s robust performance, he added, “The UAE tourism sector witnessed high performance and was able to outperform many international tourism markets.”

The UAE’s tourism sector showcased promising results, with hotel establishment revenues reaching AED32.2 billion from January to September 2023—a substantial 27% growth compared to the same period in 2022. During this time, the number of guests in hotel establishments surged to 20.2 million, marking a 12% growth from 2022. The hotel occupancy rate achieved a commendable 75% during the first nine months of the previous year—a 6% increase from 2022.

Diverse Tourism Offerings

The UAE boasts a diverse tourism product, with eco-tourism experiencing significant growth, showcasing natural sites, oases, and mountains transformed into a lush paradise during winter. Desert tourism provides thrilling experiences such as safari trips, while the cultural and heritage sector capitalizes on historical sites and museums. Beach tourism and mountain activities, including climbing, hiking, and mountain biking, contribute to the country’s tourism appeal.

Adventure enthusiasts can indulge in activities like diving and skydiving, while shopping tourism remains one of the UAE’s renowned attractions, with continuous shopping festivals and world-class shopping centers adding to the country’s allure.

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