Page 816 - MOE ENGLISH PR REPORT - JANUARY 2025

The fifth season of the World's Coolest Winter campaign, launched under the theme ‘Green
Tourism’, aims to encourage community participation in sustainable agricultural practices and
boost tourism visits to farms and agricultural projects across the seven emirates, as part of the
domestic tourism strategy launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum,
Vice President, Prime Minister and Ruler of Dubai, to advance plans of an integrated tourism
ecosystem in the UAE.

The World’s Coolest Winter campaign has successfully generated substantial revenue of around
Dh1 billion during its fourth season, which ran from January 9, to February 20, 2024.

The campaign's media and marketing materials reached approximately 600 million people
worldwide through news outlets and social media platforms.

In its 5th season, the campaign will highlight the country's environmental landmarks, green spaces,
and unique winter experiences.

Fatima Abdulrahman, Director of Government Communications, Ministry of Economy, said, “The
World’s Coolest Winter campaign showcases the UAE's exceptional experiences, encompassing
leisure, cultural, and sporting activities. Our partnership with the 1 Billion Followers Summit will
amplify these offerings across social media, highlighting the country's remarkable tourism
potential.”

She added that the partnership also advances the campaign's objectives, including stimulating
domestic tourism and reinforcing the UAE's position as a premier global tourist destination. This
aligns with the National Tourism Strategy 2031, which aims to increase the tourism sector's
contribution to the UAE's GDP to Dh450 billion, attract Dh100 billion in new investments in tourism,
and welcome 40 million hotel guests.

The campaign also supports the goals of the National Tourism Strategy 2031 and strengthens the
UAE's position as a leading destination on the global travel and tourism map.

The third edition of the 1 Billion Followers Summit will see the launch of dedicated tracks and key
additions, including the inaugural 1 Billion Award, a $1 million prize recognising creators of
meaningful and innovative content. The Summit will also launch the inaugural 1 Billion Pitches
competition, which allows startups and entrepreneurs with groundbreaking ideas to pitch their
projects to a jury of prominent investors and firms for a chance to secure support and funding.

https://en.aletihad.ae/news/business/4542551/world-s-coolest-winter-campaign-named-
strategic-partner-of-1