The UAE has concluded the World's Coolest Winter campaign - its first domestic tourism drive that encouraged residents to explore the country's hidden gems this winter.
His Highness Sheikh Mohammed bin Rashid Al Maktoum, the Vice-President and Prime Minister of the UAE and Ruler of Dubai took to Twitter to list down its successes.
The campaign saw 950,000 tourists explore the country in a whole new light. It generated revenues of over Dh1 billion within a month.
اختتمت حكومة الإمارات اليوم حملة #أجمل_شتاء_في_العالم لتشجيع السياحة الداخلية، ٩٥٠ ألف سائح داخلي وحوالي مليار درهم نتائجها خلال شهر واحد و٢٠٠٠ تغطية اعلامية و٢١٥ مليون مشاهدة لفيديوهات تصور الامارات بطريقة جديدة ومختلفة وموحدة..ظهر في الحملة جمال الإمارات وجمال العمل كفريق واحد pic.twitter.com/eGIyq8Vgs8— HH Sheikh Mohammed (@HHShkMohd) January 27, 2021
The 45-day campaign was launched on December 12, 2020, as part of the newly-launched UAE Strategy for Domestic Tourism.
Sheikh Mohammed bin Rashid tweeted: "(The campaign saw) over 2,000 media reports and 215 million views on videos that captured the UAE's beauty and the impact of teamwork."
The campaign's creative initiatives and events reached over 20 million people across the world.
Next winter, the UAE will launch a "bigger and better campaign" on December 15, 2021, as the world begins to recover from the Covid-19 pandemic.
Sheikh Mohammed thanked the Ministry of Economy, the UAE Government Media Office and local tourism entities for the successful campaign.
Emirates Tourism app
The 'Emirates Tourism' app was launched to guide domestic and international tourists to over 600 hotspots across the emirates. It featured over 275 exclusive deals in hotels, restaurants and other tourist attractions worth Dh72,000 for every user.
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