'World's Coolest Winter' in Dubai Introduces a New, Richer Touristic Experience

Adjusting to a new travel reality, Dubai's latest "World's Coolest Winter" campaign is introducing a number of new experiences tourists look for in the UAE post-2020, especially that it provides visitors with everything they have been missing throughout the year they spent in quarantine.

In an effort to boost travel and tourism in the city often regarded as the Middle East's business hub, Dubai is now promising visitors a number of new experiences that meet their needs following a tough year.

Last month, Dubai's ruler Sheikh Mohammed bin Rashid Al Maktoum approved a new strategy to promote tourism in the Emirate, one that offers a new variety of experiences that have been missed during 2020. The new decision is also expected to help the Emirate's tourism sector have a faster recovery, after an exceptionally tough year.

While the UAE has already rolled out a major campaign to provide all of its residents with free and optional vaccinations against COVID19, the new tourist strategy termed as the "World's Coolest Winter" targets encouraging local tourism by highlighting hidden gems in the emirate, besides promising international visitors unique travel experiences, ones that can potentially make up for the times millions of people had been confined in their homes during the pandemic year.

In addition to relaunching popular annual events such as the Dubai Shopping Festival that will continue until the end of January 2021, Dubai has also been inviting guests to visit its historical sites and museums such as Al Fahid historical neighborhood and the Hatta Heritage Village.

For 45 days, the family-friendly campaign will highlight the many museums in the city, such as the Dubai Museum, the Al Shindagha Museum, Coffee Museum, and the Museum of the Future. However, since Dubai's winter weather is usually spring-like, the new tourism strategy is highly focused on promoting outdoor attractions and activities, especially that post-Covid visitors are longing to have experiences in natural landscapes.

Online, thousands of people celebrated outdoor activities in Dubai under the hashtag #WorldsCoolestWinter, featuring camping in the desert, hiking through mountains, and kitesurfing by the beach.

So far, the strategy seems to have caught the interest of thousands of new visitors, especially as it coincides with the holidays season and the new lockdowns introduced in a number of countries in the world, especially after the spread of the new COVID19 variant across the UK, and some European countries.

Last week, tourists seemed exceptionally satisfied with their choice of Dubai as Sheikh Mohammed ordered a free-of-fees extension of all tourist visas for one month after some visitors had expressed concern over changes in travel plans amid temporary travel bans issued in a number of countries around the world.

Moreover, the UAE has welcomed about 50,000 Israeli tourists over the last several months, following the Abraham Accords that established full diplomatic and economic ties between the UAE and Israel. The spike in the number of Israeli visitors has been attributed not only  to Israelis need for a warm close by destination, but also their need to celebrate the holiday season in a country that allows them the  freedom of movement they lack these days, as their country continues to live through a strict lockdown.

Do you think Dubai's new strategy will further make it a popular touristic destination after the COVID-19 emergency? What else can Dubai do to attract more international visitors?