Page 415 - MOE ENGLISH PR REPORT - FEBRUARY 2025 Part 2

2/18/25, 3:52 PM 900 million people targeted by the “The Most Beautiful Winter in the World” campaign in 4 sessions - Khaleejion 24
Fatima Abdul Rahman stressed that the campaign of the most beautiful winter in the world establishes
the UAE’s position as a major tourist destination at the global level, and works to promote the tourist
attractions that extend through the emirates of the country, which is characterized by the various

treasures of nature and its charming components, pointing out that the campaign seeks to encourage
investments in domestic tourism projects and attracting More international companies to the country’s

markets, and provide new job opportunities for national cadres, which contributes to the growth of the
national economy and the consolidation of the UAE competitiveness globally.

She pointed out that the campaign aims to encourage domestic tourism, highlight tourist attractions,
and the diversity of tourism programs and products in the UAE, as well as support the national tourism

strategy 2031, which aims to attract 100 billion dirhams as additional tourism investments for the
tourism sector, reach 40 million hotel guests, and raise the contribution of the tourism sector to the
output The local to 450 billion dirhams in 2031, with an annual increase of 27 billion dirhams.

Beauty of winter tourism destinations

She revealed that the campaign organized a strategic partnership with the billion -follower summit,

which was recently held in Dubai, with the aim of highlighting the tourism ingredients of the UAE, and
promoting tourism by highlighting the beauty of winter tourism and promoting them through social
media platforms, in a way that contributes to achieving the goals of the most beautiful campaign

Winter in the world and enhance the pioneering position of the UAE on the global travel and tourism
map.

It revealed that during the past copies, the campaign achieved positive numbers, as it reached 20
million people around the world through more than 2000 media coverage in the first version, and in
the second version the campaign reached 80 million people through more than 2200 coverage, while it
succeeded in reaching more than 190 One million people in the third version. In the fourth edition, the

campaign and marketing materials of the campaign reached nearly 600 million people.

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