Sheikh Mohammed launches the UAE's first federal domestic tourism campaign

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, launched the first federal domestic tourism campaign titled “World’s Coolest Winter” on Saturday, December 12.

The 45-day campaign overseen by the Ministry of Economy along with local tourism entities and supported by the UAE Government Media Office will encourage the residents and citizens to explore major landmarks and attractions across all the emirates in UAE.

Sheikh Mohammed said that promoting the UAE as a single tourist destination with diverse attractions and experiences will boosts the country’s tourism sector as an integral part of the national economy.

The UAE’s domestic tourism sector contributed Dhs41.2bn ($11.2bn) to the national economy in 2019, reported news agency WAM. It constitutes 23 per cent of the total tourism sector revenue. As part of the new strategy, the country aims to double the domestic tourism revenue and achieve a greater balance between the domestic and international tourism by 2030.

“With a solid federal collaboration, we can double the contributions of the domestic market and create new opportunities for the small business industries across the country,” said Sheikh Mohammed

“Each of the seven emirates features rich tourist experiences, massive resources and cultural, archaeological and architectural treasures. We aim to unify our efforts to maximise returns.”

“We invite the private sector to take this campaign as an opportunity to strengthen partnerships with the government to bring greater value and accelerate the country’s economic recovery,” added Sheikh Mohammed while calling on residents and citizens to share their experiences of exploring landmarks in the UAE on social media platforms.

Sheikh Mohammed approved the new UAE Strategy for Domestic Tourism that aims to develop a comprehensive scheme to regulate the local tourism sector in collaboration with local and federal entities.

He reviewed the plans of the toursim strategy during a special event in Al Marmoom Desert Conservation Reserve.

The strategy will be implemented through a number of measures that include: building capabilities and diversifying resources to boost the local tourism in each emirate; supporting the growth of domestic tourism companies; driving investment in local tourism projects; developing policies and plans to promote domestic tourism in the UAE, under a unified tourism identity; launching training and academic programmes in domestic tourism; unifying local tourism legislations; building public-private partnerships in the tourism sector; inviting the hospitality sector to offer promotional packages that encourage winter tourism across the UAE; and launching a website on domestic tourism in the UAE.

By way of the new unified tourism identity, a part of the UAE Nation Brand, efforts will be coordinated to highlight the UAE’s major natural, cultural, heritage and historical attractions, using surveys to collect data on people’s interests and hobbies with aims to develop a unique touristic experience on federal and local levels.

As part of its objectives, the new tourism strategy will develop a comprehensive plan to launch tourism campaigns and initiatives on a federal level throughout the year.

The World’s Coolest Winter campaign, the first federal tourism campaign of its kind to be launched under the UAE Strategy for Domestic Tourism, is part of a wider vision that aims to boost local tourism under a solid collaboration among cultural and tourism entities of the seven emirates.

The ‘World’s Coolest Winter’ campaign will promote an active lifestyle, and highlight different outdoor sporting events and festivals such as watersports, hiking, jogging, cycling, mountain biking, camping, desert safaris and beach picnics.

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