Sheikh Mohammed looks at a campaign hoarding highlighting the landmarks and attractions of the UAE.

His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, approved the new UAE Strategy for Domestic Tourism that aims to develop a comprehensive scheme to regulate the local tourism sector in a solid collaboration among the relevant local and federal entities.

He revealed a new unified tourism identity, as part of the UAE Nation Brand, to establish the country’s status as an ideal tourist destination locally and globally, and to share its inspiring story with the world.

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Under the strategy, His Highness Sheikh Mohammed launched the first federal domestic tourism campaign titled "World’s Coolest Winter" to invite the public to explore the hidden gems of the seven emirates. The 45-day campaign, overseen by the Ministry of Economy in collaboration with local tourism entities and supported by the UAE Government Media Office, aims to highlight the major landmarks and attractions that distinguish every emirate and contribute to the UAE as a single destination.

Sheikh Mohammed with officials during a review of the 45-day tourism drive.

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

During a special event in Al Marmoom Desert Conservation Reserve, Sheikh Mohammed reviewed the goals and plans of the new domestic tourism strategy and identity in the presence of Sheikh Maktoum Bin Mohammed Bin Rashid Al Maktoum, Deputy Ruler of Dubai; Lt. General Sheikh Saif Bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Interior; Sheikh Ahmed Bin Mohammed Bin Rashid Al Maktoum, Chairman of Dubai Media Council; Sheikh Ahmed Bin Saeed Al Maktoum, President of the Dubai Civil Aviation Authority and Chief Executive of Emirates Airline and Group; and Mohammad Al Gergawi, Minister of Cabinet Affairs.

He said that "the UAE hosts an exceptional winter and offers the best services that tourists can utilise inside and outside the country."

"Winter brings great moments and experiences. Like everything else in the UAE, we aim to make every winter the best in the world."

Sheikh Mohammed invited citizens and residents of different age groups, interests and backgrounds, to rediscover the UAE’s landmarks, reconnect with nature and share their experiences on social media platforms.

Winter brings great moments and experiences. Like everything else in the UAE.

The UAE Strategy for Domestic Tourism was launched with a vision that recognises the importance of developing a comprehensive federal scheme to regulate the UAE’s local tourism sector.

As part of the Strategy, 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. Through plans and policies, the Strategy will promote the unique tourist experience that every part of the UAE offers, highlighting major historical, natural and heritage sites, festivals and activities of each emirate that contribute to making the UAE an ideal tourist destination.

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 and launching a website on domestic tourism in the UAE, among other things.

The UAE’s domestic tourism sector contributed Dhs41.2 billion ($11.2 billion) to the national economy in 2019.

The ‘World’s Coolest Winter’ campaign aims to harness the ideally pleasant climate of the year to promote the UAE’s diverse cultural, entertainment, social and sports activities that cater for different needs and ages. It seeks to foster a culture of winter tourism in the UAE’s richly diverse society, encouraging the public to enjoy outdoor activities and sports in the breathtaking nature sites of the beach, mountains, desert, oases and conservation reserves.

As part of efforts to promote an active lifestyle, the campaign will also highlight different outdoor sporting events and festivals such as watersports, hiking, jogging, cycling, mountain biking, camping, desert safaris and beach picnics.

Running during the winter season, the drive presents an opportunity for families and friends to connect and embark on different outdoor adventures across the country. The campaign brings together citizens and residents from different nationalities, cultures and interests towards discovering the UAE’s hidden gems. Citizens and residents across different segments are encouraged to share their stories and adventures on social media platforms.