The World’s Coolest Winter

UAE Government Media Office

Last year the pandemic restricted people from international travel. This campaign introduced the UAE as a unique & diverse tourist destination for all. It is, after all, home to some of the most important natural, heritage & historical monuments, modern & contemporary edifices and the best recreational events and cultural activities.

2000 media channels and platforms covered this campaign from around the world as it was considered the first national campaign following the launch of the UAE’s unified tourism identity. Everyone engaged & supported this campaign with original content, including stars, celebrities, athletes, media professionals, social media influencers, artists, & intellectuals. Not to forget the creative digital campaign held on Tik Tok, hosting the largest number of celebrity participants & which received more than 50 million views.

The proceeds of this campaign reached One billion dirhams. In addition, it recorded 500 million views, attracted 950,000 internal tourists in 45 days & reinforced the concept of domestic tourism.