UAE Launches ‘World’s Coolest Winter’ to Boost Domestic Tourism

UAE Launches ‘World’s Coolest Winter’ to Boost Domestic Tourism

Giving the go-ahead to the strategy, HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai stressed upon the need for a new unified tourism identity, as part of the UAE Nation Brand, to establish the country's status as an ideal tourist destination locally and globally, and to share its inspiring story with the world.

As part of the strategy, Sheikh Mohammed launched the first federal domestic tourism campaign titled "World's Coolest Winter" to invite the public to explore the hidden gems of the seven emirates.

The 45-day campaign, overseen by the Ministry of Economy in collaboration with local tourism entities and supported by the UAE Government Media Office, aims to highlight the major landmarks and attractions that distinguish every emirate and contribute to the UAE as a single destination.

It will also highlight different outdoor sporting events and festivals such as watersports, hiking, jogging, cycling, mountain biking, camping, desert safaris and beach picnics as part of efforts to promote an active lifestyle.

"The UAE Strategy for Domestic Tourism marks the beginning of unifying our efforts and coordinating our capabilities towards harnessing all of our tourism resources in the best possible way. Today, we are launching