The second season of the ‘World’s Coolest Winter’ campaign has started

His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, today launched the second season of the World’s Coolest Winter campaign at a special event at Expo 2020 Dubai. This year’s campaign will expand on last year’s to include both domestic and foreign tourism.

The launch ceremony was attended by His Highness Lieutenant General Sheikh Saif bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Interior, His Highness Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister and Minister for Presidential Affairs, Mohammad bin Abdullah Al Gergawi, Minister for Cabinet Affairs, and Dr. Ahmad Belhoul Al Falasi, Minister of State for Business and Small and Medium Enterprises, as well as other ministers and officials from local tourism bodies and federal agencies.

Sheikh Mohammed noted that “Tourism in the UAE is recovering the fastest in the world. The seven emirates have a rich history, geography, nature, urban architecture and community. The UAE’s archaeological sites, cultural centres, historical sites and nature reserves offer visitors a holistic experience.”

The second season of the ‘World’s Coolest Winter’ campaign is being run by the UAE Government Media Office in collaboration with the Ministry of Economy and relevant tourism and cultural entities. It is the biggest campaign of its kind, highlighting the diversity of the UAE’s tourist and recreational attractions, the beauty of its natural landscapes and the hospitality of its people. It will run from December 15, 2021 until the end of January 2022 to introduce residents and international tourists to the attractions that winter in the UAE offers.

This year’s ‘World’s Coolest Winter’ campaign is an open invitation to all UAE citizens and residents as well as visitors to capture their most beautiful experiences, adventures and unforgettable moments in various parts of the country and share them on digital platforms. This is expected to result in inspiring photo and video footage of tourist and entertainment activities, cultural events and enjoyable adventures in the UAE, highlighting not only the diversity of the country, but also its safety and effective measures taken against COVID-19. The campaign also opens the door for influential personalities and celebrities from the country, the Arab region and the world to introduce its millions of subscribers to the UAE’s most outstanding tourist attractions.

The UAE’s unique tourism offering encompasses a huge range of activities, including eco and sustainable tourism, which offers visitors from around the world the opportunity to visit UAE nature reserves, oases, mountains, beaches and islands; desert tourism, including safaris, sandboarding and oases among the sand dunes; beach tourism, including water sports and freediving; and mountain tourism, including hiking, mountain biking, rock climbing and canyoning.

Adventure tourism is also developing including deep sea diving, skydiving, paragliding and other exciting, challenging sports. The country’s cultural and historical heritage includes historical sites and various museums, while tourism for major festivals and celebrations includes Expo 2020 Dubai, the largest such event in the world, as well as art, music and entertainment events. Finally, shopping tourism presents visitors with shopping festivals, offers and discounts in different regions of the country.

During the mild winter season, the UAE also offers an ideal destination for the MICE sector (meetings, conference incentives and exhibitions) as well as resources for health and medical tourism, providing visitors from all over the world with world-class medical services as well as the opportunity to recover in winter with its cool air and moderate heat.

The World’s Coolest Winter Campaign brings together all tourism and promotional efforts and initiatives in the UAE in coordination and integration with various agencies and relevant authorities at local and federal levels to boost domestic tourism across the country, as well as external tourism to attract tourists from around the world, especially from countries experiencing harsh winters. The campaign encourages all organisations and institutions working in the tourism sector in the country to develop and present a competitive, distinctive and diversified tourism product that meets the different expectations and interests of internal and external tourists.

The campaign also sheds light on the country’s most important natural, cultural, historical and urban areas and highlights the unique nature of each of the country’s seven emirates.

The campaign focuses on the hospitality and friendliness found in the Emirates, making people from everywhere feel comfortable, relaxed and at home.

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