Today's Edition
DUBAI (ALETIHAD)
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, on Tuesday launched the annual 'World's Coolest Winter Campaign' that has contributed to a rise in domestic tourists and revenues with residents enjoying the natural wonders the UAE has to offer.
His Highness Sheikh Mohammed bin Rashid said, “Today, the UAE launches a new season of the annual national tourism campaign, the 'World's Coolest Winter Campaign.' The UAE is witnessing a rising tourist flow due to its beautiful weather, natural resources, architectural treasures, cultural landmarks, and above all its kind and hospitable people."
"The national tourism sector is growing annually, thank God. Our goal is to reach Dh450 billion as a contribution to the gross domestic product by 2031," His Highness said.
The 'World's Coolest Winter Campaign' was first launched in 2020 by His Highness, and has since helped drive tourist numbers across the Emirates.
Last year, UAE hotels saw revenues jump to Dh1.8 billion, from Dh1.5 billion in 2022 during the campaign.
Domestic tourist numbers touched 1.4 million, according to UAE Government Media Office figures, an increase of 8% over the same period in 2022.
This campaign comes under the UAE Tourism Strategy 2031, which is to raise the sector's annual contribution to the country's GDP by Dh27 billion, and Dh450 billion by the end of the decade, as His Highness mentioned.
The plan is to make the UAE the best country in the world for tourists and attract Dh100 billion in investments in the sector. UAE hotels are also expected to receive 40 million guests by the end of the decade.
Twenty-five initiatives and policies support the development of the UAE’s tourism sector. These include a national tourism identity; developing and diversifying specialised tourism products; building tourism capabilities and encouraging more Emiratis to join the tourism sector.
Since the launch of the campaign four years ago, environmental and sustainable tourism efforts have taken a leap in the country. Reserves, oases, mountains, beaches, and islands with rich flora and fauna have been in the spotlight. Desert tourism has also boomed with safaris being the rage, not to forget a wave of residents visiting the country's pristine beaches.
