UAE unveils new domestic tourism campaign

Our Correspondent

His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of UAE and Ruler of Dubai, has approved a new UAE Strategy for Domestic Tourism which aims to develop and regulate the local tourism sector in collaboration with relevant local and federal entities.

The new unified tourism identity, which will be part of the UAE Nation Brand, will establish the country’s status as an ideal tourist destination locally and globally, and also share its inspiring story with the world.

Under the strategy, the first federal domestic tourism campaign titled “World’s Coolest Winter” will invite the public to explore the hidden gems of the seven emirates. The 45-day campaign will be overseen by the Ministry of Economy in collaboration with local tourism entities. The campaign is supported by the UAE Government Media Office, and aims to highlight the major landmarks and attractions that distinguish every emirate.

Sheikh Mohammed said promoting the UAE as a single tourist destination with diverse attractions and experiences boosts the country’s tourism sector as an integral part of the national economy. He reviewed the goals and plans of the new domestic tourism strategy and identity during a special event in Al Marmoom Desert Conservation Reserve.

He noted that the domestic tourism spending in the UAE stands at AED41 billion and the aim is to double the contributions of the domestic market and create new opportunities for the small business industries across the country.

He said: “The UAE hosts an exceptional winter and offers the best services that tourists can utilize inside and outside the country…. Like everything else in the UAE, we aim to make every winter the best in the world.”

Sheikh Mohammed invited citizens and residents of different age groups, interests and backgrounds, to rediscover the UAE’s landmarks, reconnect with nature and share their experiences on social media platforms.

The Strategy will be implemented through a number of measures that include supporting the growth of domestic tourism companies; driving investment in local tourism projects; launching training and academic programmes in domestic tourism; building public-private partnerships in the tourism sector; inviting the hospitality sector to offer promotional packages; and launching a website on domestic tourism in the UAE.

The UAE’s domestic tourism sector constitutes 23 per cent of the total tourism sector revenue, compared to 77 per cent of shares taken up by international tourism. As part of the new strategy, the country aims to achieve a greater balance between the two forms of tourism by 2030.

The ‘World’s Coolest Winter’ is the first federal tourism campaign of its kind to be launched under the UAE Strategy for Domestic Tourism. The campaign seeks to harness the ideally pleasant climate of the year, encouraging the public to enjoy outdoor activities and sports in the beach, mountains, desert, oases and conservation reserves.

As part of efforts to promote an active lifestyle, the campaign will also highlight different outdoor sporting events and festivals such as watersports, hiking, jogging, cycling, mountain biking, camping, desert safaris and beach picnics.