The UAE has launched its first federal domestic tourism campaign – ‘World’s Coolest Winter’ – encouraging residents 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’s one facet of the UAE Strategy for Domestic Tourism, recently approved by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, which aims to develop a comprehensive scheme to regulate the local tourism sector in collaboration with the relevant local and federal entities.
Officially launching the strategy, campaign and a new unified tourism identity for the UAE on December 12, Sheikh Mohammed said it marked “the beginning of unifying our efforts and coordinating our capabilities towards harnessing all of our tourism resources in the best possible way”.
The unified tourism identity aimed to promote the UAE as a “single tourist destination that shares the same national economy and provides equal opportunities for UAE youth”, he continued, noting
UAE domestic tourism spending was worth some AED 41 billion.
He added: “Each of the seven emirates features rich tourist experiences, massive resources and cultural, archaeological and architectural treasures. We invite the private sector to take this campaign as an opportunity to strengthen partnerships with the government to bring greater value and accelerate the country’s economic recovery.”
The winter campaign highlights the UAE’s “exceptional” winter offering, including “the best services that tourists can utilise inside and outside the country”, said Sheikh Mohammed.
“Like everything else in the UAE, we aim to make every winter the best in the world.”
