The photo has been used for illustrative purposes.

Gulf Today, Staff Reporter

In line with the ongoing massive winter campaign that aims to highlight UAE’s hidden gems, the World's Coolest Winter Challenge was launched in collaboration with du to encourage the people to share their outdoor experiences in UAE on social media, for a chance to win.

UAE nationals and residents are invited to post snaps of their winter experiences on social media for a chance to win Dhs25,000-Dhs50,000.

The contest runs from the 15th of December 2020, till the 25th of January 2021, in two phases

The #WorldsCoolestWinterChallenge, which will run in two phases from December 15, 2020 to January 25, 2021, will reward the posts that best capture the charm of touristic, natural and cultural landmarks across the UAE.

A view of the Burj Khalifa.

The first phase will reward two posts weekly with cash prizes worth Dh25,000 each for four weeks starting from December 15, 2020 until January 14, 2021, while the second phase will offer two grand cash prizes worth Dh50,000 each over 10 days starting from January 15 to January 25, 2021.

At the end of the challenge, du will publish the stories of the winners, along with the journey that inspired their submissions.

Last week, 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.

A couple prepares for a zipline in Ras Al Khaimah.

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.

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.