His Excellency Abdullah bin Touq Al Marri, Minister of Economy and Chairman of the UAE Tourism Council, stated, “The fourth edition of the ‘Most Beautiful Winter in the World’ campaign, taking place from January 9 to February 20, 2024, contributes to highlighting the tourist landmarks and winter experiences that distinguish the UAE. It also supports the targets of the National Tourism Strategy 2031 and enhances the UAE’s leading position on the global travel and tourism map.”
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, Ruler of Dubai, launched the fourth edition of the domestic tourism campaign, “Most Beautiful Winter in the World,” under the theme “Unforgettable Stories.” This campaign is part of the domestic tourism strategy in the UAE, initiated by His Highness in December 2020, aiming to develop an integrated tourism system at the national level for organizing local tourism in the country.
The new edition of the campaign aims to stimulate domestic tourism and attract tourists from around the world to enjoy the UAE’s winter and all the attractions the country offers for visitors to have a unique experience. This includes enjoying the distinctive climate, visiting the UAE’s entertainment, cultural, and natural landmarks, and engaging in various activities to create beautiful memories.
The campaign targets citizens, residents, and tourists from around the world, with the promotion of various media and marketing materials across different channels and social media platforms. The focus is on promoting the campaign’s goals and introducing the prominent winter tourist destinations in the country, shedding light on unique tourism experiences, entertainment activities, and the best adventures in the seven emirates.
It’s worth noting that the third edition of the campaign promoted tourist, natural, and entertainment experiences in all emirates of the UAE, achieving qualitative economic results for domestic tourism. Hotel establishments’ revenues reached AED 1.8 billion, marking a 20% increase compared to the second edition of the campaign, which generated AED 1.5 billion.