The second season of the United Arab Emirates (UAE’s) ‘World’s Coolest Winter’ tourism campaign has been launched by Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai.
The ‘world’s coolest winter’ campaign helps the country’s growing status as a leading tourism destination in the Middle East region and also amongst foreigners.
Local and federal tourism departments are working together to establish the UAE as a major tourist destination. The goal of the scheme is to encourage visitors to explore all of the beautiful countries. Primarily, it aimed at strengthening the domestic tourism industry.
The new campaign, led by the Ministry of Economy in partnership with various authorities, was conducted in January 2022. The UAE Government Media Office described it as the largest domestic tourism strategy undertaken by the country.
The initiative aims to build on the success of the first ‘World’s Coolest Winter’ campaign introduced in December 2021. The plan aimed to double the annual Dh41.2 billion ($11.2bn) spent on domestic tourism by 2030.
Dubai launched its own promotional campaign to become the “world’s best city to live and visit”.
The initiative, called Dubai Destinations, will bring together government departments and the growing creative community to share the best of the emirate with the world.
The strategy will cover Dubai’s efforts to enhance its profile as a leading global destination, focusing on a wide variety of leisure, dining, cultural and sporting experiences. Dubai Media Council will develop a Dubai Destinations calendar with an initial focus on outdoor activities. The campaign will also feature guides designed to help people explore Dubai’s top-rated experiences, campsites, outdoor activities and home-grown restaurants.
DUBAI – The World’s Coolest Winter campaign, which celebrates the UAE’s most beautiful tourism destinations, is extending humanitarian support to more than 100,000 refugees and people in need through a new humanitarian initiative called Warm Winter.
The campaign will collaborate with Galaxy Racer’s Content Creator AboFlah, to support hundreds of thousands of refugees and families in need in Africa and the Arab world. It aims to raise over US$10 million to provide food, winter clothing, blankets, mattresses and critical aid to help displaced men, women and children deal with difficult winter conditions. It was launched in partnership with Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) and Galaxy Racer, a Dubai-based lifestyle organization. Anyone from anywhere in the world can donate to the humanitarian initiative.
As part of the campaign, AboFlah will live in a glass room in Downtown Dubai nearby Burj Plaza and the Burj Khalifa until US$10 million is collected. It will be live-streamed on YouTube and other content creators and influencers will be collaborating and creating their own posts to raise awareness of the humanitarian initiative.
Direct Access to Hundreds of Thousands of Beneficiaries UNCHR and the Food Banking Regional Network will purchase basic supplies and necessities such as blankets, winter clothes and heating appliances to provide them to refugees in Jordan, Iraq and Lebanon. The assistance will also be provided to individuals and families in Syria and Egypt. UNHCR estimates that there are 3.8 million refugees and displaced people in the Arab region and millions in Africa, who need critical assistance to survive winter.
A previous campaign in October 2021 raised US$1 million from 31,000 donors during a 28-hour live broadcast, which garnered over 28 million total views, to support refugees in Syria, Lebanon, Jordan and Iraq in coordination with the UNCHR.
