Page 818 - MOE ENGLISH PR REPORT - JANUARY 2025

1/16/25, 2:22 PM 'World’s Coolest Winter' Campaign Joins 1 Billion Followers Summit as Strategic Partner
Organized by the UAE Government Media Office, the Summit’s third edition will be held

from January 11-13, 2025, at Emirates Towers, DIFC, and the Museum of the Future,

under the theme “Content for Good.”

The collaboration aims to highlight the UAE’s diverse winter attractions and promote
sustainable tourism through social media, aligning with the campaign’s 5th season theme,

“Green Tourism.” This initiative encourages community participation in sustainable

agricultural practices and showcases the UAE’s environmental landmarks, green spaces,

and unique winter experiences.

Launched by the Ministry of Economy and the National Agricultural Center, the World’s

Coolest Winter campaign is part of the domestic tourism strategy led by His Highness

Sheikh Mohammed bin Rashid Al Maktoum. The campaign generated AED 1 billion in

revenue during its 4th season and reached 600 million people globally via social media
and news outlets.

Fatima Abdulrahman, Director of Government Communications at the Ministry of

Economy, emphasized the significance of the partnership, stating,

“Our collaboration with the 1 Billion Followers Summit

amplifies the campaign’s impact, showcasing the UAE’s

remarkable tourism potential and supporting the National

Tourism Strategy 2031.”

The strategy aims to attract 40 million hotel guests, increase the tourism sector’s GDP

contribution to AED 450 billion, and draw AED 100 billion in new investments by 2031.

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