Page 443 - MOE ENGLISH PR REPORT - JANUARY 2024

1/18/24, 4:02 PM How UAE World's Coolest Winter campaign in all 7 emirates can boost tourism, help $123bn GDP target and inspire country: mini…
Haitham Sultan Al Ali, Director of Umm Al Quwain Department of Tourism and
Archaeology, said the department, through this year’s campaign, seeks to attract

investment in the emirate’s touristic destinations and introduce investors to key

opportunities, projects and sites with massive visitor turnout such as Mangrove Beach.

He added: “The number of hotel guests in Umm Al Quwain has been steadily growing
over the past few years, revealing the emirate’s popularity and efficiency in developing

ambitious plans.

“The past seasons of the ‘World’s Coolest Winter’ campaign have helped shed light on

the key touristic attractions of the emirate. This year’s visitors will get a broader change
to explore our ancient and modern landmarks.”

Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), that
the forward-looking vision, diligent planning and solid cooperation among local and

federal government entities and relevant tourism bodies have made the campaign a
countrywide success.

He added that the campaign has moved UAE’s tourism to new horizons and placed the
industry at the forefront of the global map, predicting that this year’s season will yield

substantial economic gains.

He noted: “We have been working early on to launch projects and initiatives that

coincide with the ‘World’s Coolest Winter’ campaign with aims to advance the tourism

sector in the emirate, offer the best services for visitors and drive investment in projects
across several sites from the high mountains to the coasts.

“We will continue to expand the construction of resorts and organizing sports and

heritage festivals, especially during the winter season.”

Last year’s campaign concluded with a remarkable success, gaining traction on social

media that reached more than 5.8m interactions, with the #WorldsCoolestWinter
hashtag used in more than 18,000 photos and videos on different platforms.

The UAE Government Media Office, in coordination with content creators across the
country, produced more than 161 promotional videos that attracted 158.2m videos

from all over the world.

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