The Burj Khalifa in Dubai, UAE
The Burj Khalifa in Dubai, UAE Nick Fewings/Unsplash

The prime minister of the United Arab Emirates (UAE) launched the fourth season of the "World's Coolest Winter Campaign" on Tuesday to further boost the country's tourism sector under the domestic tourism strategy, which began in 2020.

Sheikh Mohammed bin Rashid Al Maktoum, the UAE's prime minister who also serves as the country's vice president and ruler of Dubai, said there has been a surge in tourist arrivals this season of the yearly tourism campaign due to several factors, including pleasant weather.

"Today, the UAE launches a new season of the annual national tourism campaign, the 'World's Coolest Winter Campaign.' The UAE is witnessing a rising tourist flow due to its beautiful weather, natural resources, architectural treasures, cultural landmarks and above all its kind and hospitable people," he said, WAM reported.

"The national tourism sector witnesses an annual growth. Our goal is to increase the sector's contribution to GPD to reach 450 billion dirhams by 2031," he added.

The campaign has the slogan "Unforgettable Stories" and includes a variety of programs, events and activities to support domestic tourism across the country by attracting tourists from across the globe.

The campaign's fourth season came after the success of the previous one, which reportedly attracted 1.4 million tourists, therefore logging 8% more footfall in the country in comparison to the second season.

Abdullah bin Touq Al Marri, minister of economy and chairman of the Emirates Tourism Council, also spoke about the campaign during its launch, explaining how it supports the inbound and outbound tourism sectors in the country and in turn helps the UAE keep its top position as a tourist destination both regionally and globally.

"The UAE tourism sector witnessed high performance and was able to outperforms many international tourism markets," he added.

The tourism sector of the country has made a notable contribution to its economy, with hotel revenues increasing to AED32.2 billion from January to September 2023, compared to the same period in 2022. The number of hotel guests reportedly reached 20.2 million, which corresponded to a 12% growth.

The UAE is known for its diverse and vibrant tourist attractions, including modern cities, stunning architecture, luxurious resorts and rich cultural heritage.

Dubai, in particular, is popular for its futuristic skyline, shopping malls and the tallest building in the world, Burj Khalifa, while Abu Dhabi showcases Islamic architecture Sheikh Zayed Grand Mosque, the Ferrari World amusement park and cultural landmark Louvre Abu Dhabi Museum.

Other cities like Sharjah, Ras Al Khaimah and Fujairah also attract tourists from across the world.