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The media office of the UAE government announced the conclusion of the third edition of the “The Most Beautiful Winter in the World” campaign, which was launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, “may God protect him,” last December from the Al-Zawraa Reserve in Ajman, where the campaign promoted tourist, natural and recreational destinations and experiences in all emirates of the country, and achieved qualitative economic results for domestic tourism, as the revenues of hotel establishments amounted to 1.8 billion dirhams, an increase of 20% compared to the second edition of the campaign, which amounted to 1.5 billion dirhams.
The campaign, The Most Beautiful Winter in the World, in its third edition, raised the number of local visitors to 1.4 million visitors, an increase of 8% over the previous edition.
The campaign recorded remarkable success and distinguished participation on social networks, in which the volume of interaction with the campaign exceeded more than 5.8 million interactions, while the hashtag # The most beautiful_winter_in the world was used in more than 18,000 photos and videos on social media, and more than 161 promotional videos were produced for the campaign by By the media office of the UAE government and content makers in the country, they collectively achieved more than 158.2 million views from around the world, and the volume of positive interaction globally with the campaign reached 100%, while local, regional and international media coverage of the campaign reached more than 190 million people.
Supporting national projects
Abdullah bin Touq Al Marri, Minister of Economy, confirmed that the campaign, The Most Beautiful Winter in the World, has succeeded in promoting the diversification of the national economy and supporting the tourism system, providing a unique experience for visitors based on the huge tourism diversity that characterizes the UAE, and identifying the system of authentic, inherited societal values.
He praised the success of the third edition of the “The Most Beautiful Winter in the World” campaign in revitalizing and supporting tourism within the UAE and attracting tourists from around the world to enjoy the beauty of winter and support national tourism projects in the UAE. A catalyst for launching more initiatives that contribute to translating the directives of the UAE leadership, and achieving innovative strategic visions for the tourism sector.
Abdullah bin Touq indicated that the campaign translates the goals of the National Tourism Strategy 2031, which seeks to attract 100 billion dirhams as additional investments for the tourism sector, and raise its contribution to the GDP to 450 billion dirhams in 2031.
He added: «The most beautiful winter campaign in the world succeeded in highlighting the Emirati identity and heritage, and was known about the local culture, investing in the great success achieved in the past two editions, which enabled it to promote tourist places in the Emirates and attract tourists to spend a distinctive tourism and entertainment experience», pointing out that what distinguished the campaign It targeted local visitors and tourists from outside the country, with innovative planning and programs, and its inclusion of all tourism elements that are spread and distinguished in all places of the country.
Interactive experience
For his part, Saeed Al-Attar, Head of the Media Office of the UAE Government, confirmed that the campaign of the most beautiful winter in the world, which concluded its third edition under the slogan “Our Heritage”, had all the ingredients for success and excellence thanks to the integration between state institutions and the private sector. His Excellency thanked all the partners in the campaign. The most beautiful winter in the world for their efforts in making the campaign activities a success, which showed the UAE’s landmarks and its various destinations in a unique and distinct way, and introduced visitors from all over the world to the country’s tourism and natural treasures.
Emirati value system
The “The Most Beautiful Winter in the World” campaign, in its third edition this year, included the elements of heritage and national identity, and the system of authentic Emirati values inherited and rooted in the formation of the local community, which parents carried from their grandparents, and inherited by children and subsequent generations, in an automatic format characterized by sustainability and support full of various state institutions.
The institutions, facilities and tourist attractions, concerned with culture and heritage in particular, put their full potential in front of the visitors, as they provided them with distinguished programs during the campaign period that celebrated the local heritage, and embodied the most prominent features of the national identity, and the established and prevailing system of values in the UAE society, providing exceptional opportunities to enjoy the beauty of the Emirates and experience Experiences full of rich details and exploration, reflecting the UAE’s keenness to introduce the world to the country’s cultural and heritage specificity, enhance its soft power and presence at the international level, and consolidate its position as a major tourist destination in the world.
website
The World’s Most Beautiful Winter campaign, in its third edition, also launched its new website worldscoolestwinter.ae, which offers its visitors a smooth interactive experience highlighting the most important tourist attractions in the emirates of the country, and provides comprehensive information about them, in both Arabic and English, and supports their experience in exploring unique and multiple sites and destinations. that you splurge on.
The website, which allows its visitors to browse its various sections easily, includes lists of attractive Emirati landmarks and destinations, the diversity of which is one of the most important factors that distinguish the tourism sector in the country.
