Media

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

He revealed a new unified tourism identity, as part of the UAE Nation Brand, to establish the country’s status as an ideal tourist destination locally and globally, and to share its inspiring story with the world.

Under the strategy, His Highness Sheikh Mohammed bin Rashid Al Maktoum launched the first federal domestic tourism campaign titled "World’s Coolest Winter" to invite the public to explore the hidden gems of the seven emirates. The 45-day campaign, overseen by the Ministry of Economy in collaboration with local tourism entities and supported by the UAE Government Media Office, aims to highlight the major landmarks and attractions that distinguish every emirate and contribute to the UAE as a single destination.

Sheikh Mohammed bin Rashid Al Maktoum 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.

Sheikh Mohammed bin Rashid Al Maktoum said, "the UAE Strategy for Domestic Tourism marks the beginning of unifying our efforts and coordinating our capabilities towards harnessing all of our tourism resources in the best possible way. Today, we are launching the first of many campaigns to develop this vital sector of our economy."