By RASHA TBEILEH
The launch of the World’s Coolest Winter Campaign in early 2024 has thrust the UAE into the global spotlight as an “exceptional” winter tourism destination, offering an array of facilities and activities for both tourists and residents to enjoy the exquisite weather.
Officials and workers in the sector told Aletihad that the campaign has proven successful in promoting the UAE domestically and internationally. Through intensive promotion of the country’s tourism treasures, it has contributed to boosting tourism and increasing hotel occupancy rates.
Through its 2031 National Tourism Strategy, the country aims to attract tourism investments worth Dh100 billion, draw 40 million hotel guests, and increase the contribution of the tourism sector to the GDP up to Dh450 billion by 2031.
Mohammed Abdalla Al Zaabi, CEO of Miral, emphasised that the launch of the World’s Coolest Winter Campaign enhances the promotion of the UAE as a unique winter destination with its current pleasant climate and diverse touristic options that attract visitors from all over the world.
Abu Dhabi: A Winter Gem
Al Zaabi stated that Abu Dhabi has managed to distinguish itself with its unique winter destinations, especially Yas and Saadiyat Islands. Iconic marine destinations such as Yas Bay, Waterfront, and Yas Marina come to life offering a variety of entertainment options for visitors, in addition to stunning, one-of-a-kind beaches on Saadiyat Island and more.
All that as well as all the maritime, desert, and sports activities offered by the emirate in its natural sites, he emphasised.
Al Zaabi added: “Activities, events, and thrilling entertainment cities on Yas Island also contribute to enhancing the emirate’s attractiveness to visitors of all ages and nationalities throughout the year.”
He pointed out that the campaign is proof of the country’s plans and strategies in pursuit of excellence and continuous tourism growth. “Our role in the World’s Coolest Winter Campaign is to enhance our promotional and developmental efforts by continuing to develop diverse tourist, cultural, and entertainment destinations to keep pace with the growth we are witnessing in the number of tourists in the emirate to attract more local and international tourists,” he explained.
Al Zaabi expects the ongoing campaign to stimulate significant interest among tourists inside and outside the country, who are eager to explore the landmarks of the UAE and experience new things.
Exceptional Performance: Launch of World’s Coolest
Winter Campaign
Nasser Al Nowais, Chairman of Rotana Hotels, stated: “The launch of the World’s Coolest Winter Campaign comes at a time when the UAE is gearing up to continue its tourism growth in 2024 after an exceptional performance in 2023, with a notable increase in the number of tourists and travellers through its airports. This growth was supported by global events and activities, especially in the last quarter of the previous year, including the COP28, Formula One, and others.”
Al Nowais emphasised: “We will achieve a positive and robust performance with the start of the World’s Coolest Winter Campaign. It is expected that we will record an occupancy rate exceeding 90% in the first quarter of the year, maintaining the success of achieving rates exceeding 90% in our hotels in the country during the last quarter of the last year.”
Increased Demand
Al Nowais anticipated a continued growth in demand among domestic and Gulf tourists, especially from Gulf countries such as Saudi Arabia and European countries like the UK and Germany, in addition to other independent countries.
He affirmed that the World’s Coolest Winter Campaign has been successful since its launch, thanks to the efforts of all government and private entities in promoting the UAE’s beautiful winter season and its diverse treasures, including entertainment, maritime, desert activities, and various tourist facilities. The pleasant weather makes the UAE the first choice for residents and tourists in winter, he said.
Al Nowais pointed out that events and exhibitions in various sectors are major contributors to the increasing tourist demand, along with the diversity and abundance of attractive tourist, family-friendly, and winter destinations, including marinas, waterfront promenades, desert and maritime destinations, among others.
Michael Koth, General Manager of Emirates Palace Mandarin Oriental, Abu Dhabi, and Regional Vice President of Operations for Mandarin Oriental Hotels, said: “Winter is one of the busiest seasons for hotel operators in the UAE, as we welcome tourists and international residents alike.” He added: “Tourism is already flourishing in the region, with new developments and strategies such as the announcement of the unified tourist visa for the Gulf Cooperation Council countries, indicating the importance and vitality of this vital economic sector.”Koth highlighted the continuous prosperity of Abu Dhabi, enhancing hospitality and services, supported by significant events as well as cultural, artistic, and entertainment initiatives. He emphasised the importance of projects launched by Abu Dhabi, including the new passenger terminal building, as well as growth in maritime tourism, sports events, races, and tourist islands like Hudayriyat Island.
“With the launch of the World’s Coolest Winter Campaign, which highlights each of the seven emirates, we expect an influx of visitors to Emirates Palace Mandarin Oriental. We fully support this campaign and our role in achieving common goals to enhance not only Abu Dhabi’s reputation as a leading tourist destination with diverse and rich experiences but the entire UAE.”
According to data from the Ministry of Economy and the UAE Tourism Council, the tourism sector recorded Dh32.2 billion in hotel revenues during the first nine months of 2023, with 27% growth. The number of guests in hotel establishments in the country reached 20.2 million guests, showing 12% growth compared to the same period in 2022. The hotel occupancy rate reached 75%, reflecting 6% growth compared with the same period in 2022.