The "The Most Beautiful Winter in the World" campaign raises hotel revenues by 50% to 1.5 billion dirhams

The Media Office of the UAE Government announced the conclusion of the second 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, in mid-December 2021.


hotel revenue

The campaign promoted tourism, natural and recreational destinations and experiences across the seven emirates, and achieved qualitative economic results for domestic tourism, raising the revenues of hotel establishments to 1.5 billion dirhams, compared to one billion dirhams in the first edition of the campaign, an increase of 50%.

In its second session, the campaign also raised the number of local tourists from 950,000 to 1.3 million, an increase of 36%, while the occupancy rate of hotel establishments during this period reached 73%, compared to 66% in 2021, an increase of 7%.


Content Industry

The campaign also recorded remarkable success, popularity and outstanding participation on social networks, as it achieved more than half a million interactions from around the world, while the reach rate exceeded half a billion.

The campaign was accompanied by more than 87 media interviews and 53 press releases, while the hashtag (# Most Beautiful Winter In The World) was used in more than 71,000 photos and videos on social media.

In addition, more than 260 promotional videos for the campaign were produced by the UAE Government Media Office, while 106 content makers submitted 175 videos about the campaign, achieving a combined 129 million views.

The campaign succeeded in confirming the advanced tourism position occupied by the UAE on the list of the most sought-after tourist destinations in the world, highlighting the beauty of the spirit of the people of the Emirates and its authentic human values ​​and hospitality towards others.


tourism sustainability

Dr. Ahmed Belhoul Al Falasi, Minister of State for Entrepreneurship and Small and Medium Enterprises, and Chairman of the Emirates Tourism Council, stressed that the launch of initiatives, including the “The Most Beautiful Winter in the World” campaign, which is concerned with promoting the country as a whole, is in line with the 10 principles of the “Fiftieth Document” adopted by His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the State, which indicates that the UAE is a single economic and tourist destination.

He praised the great success of the second cycle of the "The Most Beautiful Winter in the World" campaign, which is an extension of the success of the first cycle, and a catalyst for launching more initiatives that contribute to translating leadership directives and achieving innovative strategic visions for the tourism sector.

He continued, "We are confident that domestic tourism contributes to revitalizing the economy, as the campaign (The Most Beautiful Winter in the World) has contributed to supporting the tourism sector and increasing the pace of growth," noting that this tangible growth of domestic tourism reflects the degree of flexibility and a safe tourism environment that is characterized by It has the economy and tourism sector in the UAE, as well as the levels of safety in the country, which are among the highest in the world.


For his part, Saeed Al Eter, Head of the Media Office of the UAE Government, said that the success of the campaign and the record numbers it achieved are a reflection of the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and the world’s confidence in the UAE tourism product and the efforts of all bodies concerned with the tourism sector. in the state.

"Let's make their winters warmer"

The campaign, as part of its efforts to celebrate the temperate climate and the various tourist destinations in the UAE, witnessed the launch of the "Let's Make Their Winter Warmer" campaign, in cooperation with the United Nations High Commissioner for Refugees, Mohammed bin Rashid Al Maktoum's global initiatives, the network of regional food banks, and YouTuber Hassan Suleiman "Abu Fella" Which contributed to the collection of $11.5 million provided by more than 155,000 donors from 120 countries for the benefit of 110 thousand families of refugees, displaced and underprivileged families in the Arab region and Africa, to enable them to overcome the harsh winter cold and secure their basic needs.

The humanitarian initiative recorded more than 800 local, regional and international media coverage, reaching 20 million people, and 163 million views, while 29,258 people interacted with the campaign directly through social media.

The initiative broke the Guinness World Record for the longest continuous live broadcast, at 268 hours, and for the largest number of direct views, with 700,000 people at the same time.

Follow our latest local and sports news and the latest political and economic developments via Google news

Keywords: