The UAE Government Media Office has declared the success of the second edition of the “World’s Coolest Winter” campaign, which was inaugurated in December 2021 by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.
The campaign promoted tourism, natural features, and enjoyable places and experiences throughout the UAE’s seven emirates. Achieving substantial outcomes for the national economy and a significant rise in domestic tourism, the campaign increased hotel establishment revenues to Dhs1.5 billion, up from Dhs1 billion in its inaugural edition last year, or a 50% increase.
The campaign increased the number of domestic tourists from 950,000 to 1.3 million in its second iteration, a 36 percent increase over the campaign’s initial edition. While the occupancy rate of hotel establishments during this period reached 73 percent, up from 66 percent in 2021, the occupancy rate increased by 7% when compared to the first edition of the campaign in 2021.
The World’s Coolest Winter was launched locally on December 15, 2021, by the UAE Government Media Office in collaboration with the Ministry of Economy and numerous agencies associated with tourism, culture, and history, to highlight the country’s many tourism attractions.
The campaign was extremely successful in showcasing the UAE’s stunning landscape, culture, heritage, history, architecture, and monuments to a local and worldwide audience, as well as emphasizing the distinguished tourism experience in each of the seven emirates.
Dr. Ahmed Belhoul Al Falasi, Minister of State for Entrepreneurship and Small and Medium Enterprises, and Chairman of the Emirates Tourism Council, said that launching initiatives, such as the World’s Coolest Campaign which strengthens internal tourism, is a main pillar and engine for economic development within the projects of the next 50 years, adopted by His Highness Sheikh Khalifa Bin Zayed Al Nahyan, President of the UAE.
Dr Ahmed added, “The different activities during the “World’s Coolest Winter” campaign have shown the UAE’s landmarks and destinations in a new way, by introducing visitors to the UAE’s unique tourism potential, providing them with the opportunity to enjoy natural beauty, tourism services, rich cultural, historical and environmental heritage, and to undergo exceptional experiences during the winter vacation.”
The initiative was recognized by The Guinness Book of World Records for the longest continuous live broadcast (video) of 268 hours. And the largest number of direct views in one moment for a humanitarian campaign via YouTube, with a total of 700,000 views at the same time.