The UAE’s push to become the top tourist destination in the world continues.

The third World’s Coolest Winter campaign was signed off by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, this weekend.

Approved during a UAE Cabinet meeting, HH Al Maktoum stressed the importance of tourism to the Emirati economy. The latest round of the tourism campaign is themed around ‘spreading Emirati values’.

The plan is to support domestic tourism and attract international travellers during the cooler winter months.

Key tourist attractions and the most famous recreational, cultural and natural landmarks will all be promoted, as well a wide range of programmes set to show the uniqueness of the country’s heritage.

HH Sheikh Mohammed said that he chaired the UAE Cabinet meeting that day at Al Zorah Natural Reserve in Ajman during which they launched the new season of the domestic national tourism campaign.

During 2021’s version of the campaign, 1.3 million domestic tourists were reached and AED1.5billion was generated in revenues over the course of one month.

It amounted to an increase in 36 percent of domestic tourists and 50 percent growth in the number of hotel guests.

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