Page 41 - SCCI Annual Report 2021 English NEW

The World’s Coolest Winter Campaign The UAE government pays special interest to internal tourism, launching a strategy in 2020 aimed at establishing an integrated national tourism system in cooperation with various local and national institutions concerned with the tourism, entertainment, and community heritage sectors. One of the most important activities held by the government toencourageinternaltourismwastheWorld’sCoolestWinter Campaign, where tourists worldwide look forward to the beginning of the winter season in the UAE with its moderate weather to enjoy a special tourism experience with numerous adventures. regionally and internationally. The Campaign attracted around 950,000 tourists within one month only, with revenues of 1 billion Dirhams. The Campaign employed celebrities and influencers to share their experiences with the public during the Campaign. The World’s Coolest Winter Campaign was launched to promote the UAE as a distinguished tourist destination The Campaign highlights main tourism attractions and available entertainment activities in the UAE, while maintaining the uniqueness of tourism experiences in each of the country's seven emirates, with special focus on important historical sites and popular modern monuments to be found all over the country. The Campaign witnessed huge interaction on social media, with more than 500 million views worldwide. ANNUAL REPORT 39