'World's coolest winter' campaign to celebrate best of UAE

The return of the World's Coolest Winter campaign will help strengthen the UAE's status as a leading tourism destination both at home and abroad.

That's according to senior officials of the government tourism departments of various emirates, who spoke to ARN.

The second season of the major campaign was launched on December 15 by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

The initiative, running until the end of January 2022, is being implemented by the UAE Government Media Office, in collaboration with the Ministry of Economy and relevant tourism and culture entities.

Raki Phillips, the CEO of Ras Al Khaimah Tourism Development Authority said the campaign highlights everything that the UAE offers as a nation in addition to the individual uniqueness of each emirate.

It is the largest domestic tourism strategy of its kind and will highlight the diversity of the UAE’s attractions, the beauty of its natural landscapes, and its hospitality.

Fakhrah Abdullah bin Dagher, official spokesperson of Fujairah Tourism and Antiquities Authority, said the campaign will help "push the wheel of tourism to new horizons."

Khalid Jasim Al Midfa, chairman of the Sharjah Commerce & Tourism Development Authority (SCTDA), explained that the campaign presents a great opportunity to showcase the latest developments in the tourism sector.