Page 824 - MOE ENGLISH PR REPORT - JANUARY 2025

1/16/25, 2:22 PM World’s Coolest Winter Campaign Named Strategic Partner Of 1 Billion Followers Summit’s 3rd Edition | Pakistan Point
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 AED 1 billion during its fourth season, which ran from 9th January to
20th February 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.”

Fatima Abdulrahman 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 AED 450 billion, attract AED 100 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 US$1 million prize recognizing 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.

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