The campaign "The Most Beautiful Winter in the World" announced its success in achieving nearly 900 million people worldwide over the first four seasons, which contributes to the positioning of the state in the tourist aspect and supports the National Tourism Strategy 2031. This strategy aims to attract additional investments in the tourism sector totaling 100 billion dirhams, achieving a benchmark of 40 million hotel guests and increasing tourism sector contributions in GDP to 450 billion dirhams by 2031, which implies an annual growth of 27 billion dirhams.
The Minister of Economy, Fatima Abdulrahman, reported to the media that the fifth season of the campaign "The Most Beautiful Winter in the World" is being conducted with the support of the Ministry of Economy and the National Agricultural Center under the slogan "Green Tourism" within the framework of the National Program "Incentives for the UAE" launched by His Excellency Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, ruler of Dubai. The purpose of this program is to continue the legacy of the late Sheikh Zayed bin Sultan Al Nahyan concerning environmental and agricultural sustainability in the UAE.
Fatima Abdulrahman emphasized: "The campaign aims to familiarize the world with the diversity of nature in the country, its natural beauty, unique climatic conditions, and tourist directions, especially green tourism." She also noted that the campaign "The Most Beautiful Winter in the World" strengthens the UAE's position as a global tourist destination, focusing attention on the country's tourist attractions, characterized by a variety of natural wealth and charm. The campaign aims to stimulate domestic tourism, highlight tourist attractions, and diversify tourism products, as well as to support the National Tourism Strategy 2031.
In the framework of a partnership with the billion-dirham summit, which recently took place in Dubai, the campaign promoted tourist attractions in the UAE and highlighted the beauty of winter tourism, spreading information through social platforms. In the upcoming seasons, the campaign achieved significant results, engaging more than 20 million people worldwide through more than 2000 media appearances in the first season, over 80 million people through more than 2200 publications in the second season, more than 190 million in the third season, and almost 600 million people in the fourth season.
