Ministers and officials praise the successes of the campaign in its third edition..and confirm:

"The most beautiful winter in the world" highlights the splendor of the Emirates.. its land, its sea and its people

Ministers and officials confirmed that the third edition of the "The Most Beautiful Winter in the World" campaign, launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, under the slogan "Our Heritage", highlights the most important elements of national identity, and defines the specificity of the heritage. Emirati culture, and contribute to the development of the tourism sector and support the national economy, in a way that enhances the country's position as a major destination on the global tourism map.

The Minister of Economy, Abdullah bin Touq Al-Marri, said: "The third edition of the campaign contributes to enhancing the country's competitiveness and consolidating its leading position globally in the tourism sector, which represents a vital role and an important and supportive tributary for the national economy."

He pointed to the importance of the “The Most Beautiful Winter in the World” campaign in encouraging domestic tourism, highlighting tourist attractions, and introducing the most important cultural activities, entertainment and sports events in every region of the country.

He explained that «the campaign contributes to supporting the National Tourism Strategy 2031, which aims to attract 100 billion dirhams as additional investments for the tourism sector, and raise its contribution to the GDP to 450 billion dirhams in 2031, and also enhances the advanced tourism position that the UAE occupies on the list of the most popular tourist destinations. world level.”

And the Minister of Economy continued: “The third edition is a continuation of the success of the campaign in the previous two sessions, as it attracted about 2.25 million domestic tourists, by 1.3 million in 2021, and about 950,000 tourists in the 2020 session, with revenues for the two sessions amounting to about 2.5 billion dirhams.” The slogan "Our Heritage", which this version bears, "reflects the leadership's keenness to highlight the elements of heritage, national identity, and cultural specificity. Its villages, valleys and mountains...and the splendor of its land and sea...and most importantly the values ​​of its people...and this year's motto is (our heritage)...to spread the values ​​of the most beautiful people.

Consolidation of the message

For his part, Saeed Al-Attar, Head of the Media Office of the UAE Government, said: “The campaign (The Most Beautiful Winter in the World) continues, in its third edition, to support the tourism sector in the Emirates, and we are working to coordinate with local and federal authorities to unify the media message, and to introduce tourist attractions and assets in the country.” And the consolidation of the UAE as a tourist destination that occupies a prominent position on the global level.

He added: «Media support for the bodies and institutions concerned with promotional initiatives and programs during the third edition of the campaign tops the concerns of the media office, in a way that achieves all of our goals in highlighting the great diversity of tourism activities in the country, and supporting the advanced tourism position that the UAE occupies on the list of the most sought-after tourist destinations in the world. the world, and contribute to achieving the goals of the National Tourism Strategy 2031 ».

Saeed Al-Attar pointed out that the unified media message is a major factor in translating the slogan "Our Heritage", which bears the third edition, which contributes to highlighting the human warmth and hospitable nature of the Emirati society, which is characterized by generosity and tolerance, and promoting the idea of ​​belonging and connection to the place and highlighting the tourist attractions of each emirate. And introducing the world to the cultural and heritage specificity of the country.

Continue success

While the Director General of Tourism at the Department of Culture and Tourism - Abu Dhabi, Saleh Muhammad Al-Jaziri, confirmed that the campaign is an ideal opportunity to introduce our tourism product, adding: “For the third year in a row, (The Most Beautiful Winter in the World) continues its success in supporting the tourism sector and attracting members of the local community and visitors from Inside and outside the country, through promotional projects and initiatives that contribute to revitalizing the wheel of the national economy.

He pointed to Abu Dhabi's great tourism potential, most notably the natural sites of reserves, oases and mountains, historical and heritage destinations, various international museums, the finest resorts and hotel facilities, and entertainment activities.

And he considered that the slogan "Our Heritage" gives the campaign a special importance, by celebrating the local heritage, national identity, and the system of inherent values ​​in the Emirates.

For his part, the Executive Director of the Dubai Corporation for Tourism and Commerce Marketing, Issam Kazem, considered the “The Most Beautiful Winter in the World” campaign an important occasion to highlight the Emirati tourism product, and to introduce the most important ingredients that each emirate possesses, which contributes to the promotion of domestic tourism according to an advanced vision based on integration and identity. Unified.

He said: «Dubai offers its visitors, during the third edition of (the most beautiful winter in the world), a wide range of recreational activities, with a focus on the natural, heritage and cultural components that the emirate includes, and introducing visitors to the great diversity of activities, starting from the beaches of Dubai to the mountain peaks in Hatta region.

He pointed out that the campaign gives visitors from all over the world the opportunity to benefit from world-class health services, recreation and convalescence in the UAE's warm spring winter, which is characterized by mild weather.

For his part, Khalid Jassim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, said: “The campaign plays a vital role in stimulating domestic tourism in the UAE and strengthening its position in the list of major tourist destinations at the international level.” Noting that the campaign during the previous two editions contributed to raising Hotel occupancy rates in Sharjah, and the revitalization of economic and commercial movement, due to the high demand witnessed by the emirate during this period of the year.

He explained that "Sharjah has wide tourism options and great potential to attract more investments in the tourism sector."

Explore landmarks

As for the Director General of the Department of Tourism Development in Ajman, Mahmoud Khalil Al Hashemi, he stressed the role of “the most beautiful winter in the world” in stimulating domestic tourism, and strengthening the country’s position as a destination for global tourism, with its unique tourism, entertainment, heritage and cultural components, indicating that the campaign enabled Citizens and residents are able to explore tourist attractions and experience many unique experiences that the UAE abounds with.

He said: «The third edition of the campaign bears great symbolism for the Emirate of Ajman, as it witnessed the launch of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the third edition of the Al-Zawra Reserve in Ajman, which gives a strong impetus to the emirate as a distinguished destination, and highlights the prominent sites that abound in it. ».

For his part, Saeed Al-Samahi, Director General of the Fujairah Tourism and Antiquities Authority, said: "The campaign contributed directly to highlighting the many tourist attractions that the UAE abounds in, as the country's tourism sector offers diverse and rich products that meet the desires of different categories of tourists."

He added, "The campaign plays a major role in promoting the sustainable development of Emirati tourism and supporting the National Tourism Strategy 2031."

He pointed out that the campaign has a great impact on the recovery of the tourism sector in Fujairah as a result of the availability of various options for the visitor and the tourist, stressing the authority's keenness to participate actively in the campaign and introduce tourists to a group of hidden gems and tourism activities offered by the historical and heritage landmarks of Fujairah and modern destinations.

For his part, Haitham Sultan Al Ali, Director of the Tourism Department at the Department of Tourism and Antiquities in Umm Al Quwain, said: “The campaign (The Most Beautiful Winter in the World) in its two previous versions contributed to promoting and introducing the distinctive tourism potentials that the emirate abounds in, which stimulated the movement of domestic tourism, and prompted a lot of Investors to pump more investments in this diversified and strong sector, which has enhanced the role of tourism in supporting the national economy.

He pointed out that the diversity of tourism options most distinguishes the tourism sector in Umm Al Quwain, as there are many options for visitors and tourists between historical and heritage monuments, passing through natural reserves that are an outlet and destination for those looking for recreation and enjoying nature at this time of the year, up to modern entertainment destinations, resorts and hotels. high-end, which enhances the emirate's participation in the campaign's activities.

Stunning nature

Raki Phillips, CEO of the Tourism Development Authority in Ras Al Khaimah, said, "The emirate's tourism strategy integrates with the slogan of the third edition of the campaign (The Most Beautiful Winter in the World), as the authority seeks through a new methodology to achieve sustainability in the field of tourism, in line with the emirate's identity." A destination that enjoys stunning nature, and constantly strives to achieve progress, growth and development, and to establish Ras Al Khaimah as a leading destination in the region in the field of sustainable tourism by 2025 ».

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