His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, Ruler of Dubai, launched the “Most Beautiful Winter in the World” domestic tourism campaign in its fourth edition for the year 2024. The campaign is part of the UAE’s domestic tourism strategy, initiated by His Highness in December 2020, with the goal of developing a comprehensive tourism system at the national level to organize local tourism in the country.
In a post on the “Ex” platform, His Highness stated, “Today, the UAE launches a new season of the annual domestic tourism campaign ‘Most Beautiful Winter in the World.’ The UAE witnesses a significant tourist influx due to its beautiful weather, natural resources, architectural treasures, cultural landmarks, and, above all, its kind and hospitable people.” He also affirmed that the national tourism sector is experiencing annual growth, with the aim of reaching a contribution of AED 450 billion to the Gross Domestic Product by 2031.
The “Most Beautiful Winter in the World” campaign for this year, themed “Unforgettable Stories,” kicks off with diverse programs and a calendar filled with events and activities. The campaign, the largest of its kind, aims to stimulate domestic tourism across various regions of the UAE and attract tourists from around the world to enjoy the UAE’s winter and the country’s attractions. This includes experiencing the distinctive climate, visiting important entertainment, cultural, and natural landmarks, and engaging in various environmental, sports, and recreational activities.
The campaign has consistently achieved positive and tangible results in its previous editions, with an 8% increase in the third edition compared to the second, reaching 1.4 million tourists. The campaign reached around 190 million people worldwide, with content views reaching 159 million.