Abdullah Bin Touq Launches Fifth Season Of World’s Coolest Winter Campaign Focused On Green Tourism

The UAE's Minister of Economy, Abdullah bin Touq Al Marri, has introduced the fifth season of the World’s Coolest Winter Campaign. This year's theme is ‘Green Tourism’. The initiative, a collaboration between the Ministry of Economy and the National Agricultural Centre, aims to promote sustainable agricultural practices and increase tourism to farms and agricultural projects across all seven emirates.

Running from 16th December for six weeks, this campaign will spotlight the UAE's environmental landmarks and green spaces. It will also highlight unique winter experiences, farm tourism, nature reserves, and stunning landscapes. The campaign supports the National Tourism Strategy 2031 and aims to strengthen the UAE's global standing as a top travel destination.

Abdullah bin Touq emphasised that this season aligns with the UAE's vision for sustainability in tourism. He stated, "The fifth season of the World’s Coolest Winter campaign reinforces the sustainable development of UAE tourism by showcasing green and eco-friendly destinations and the country's diverse tourism activities, including sustainable, desert, beach, and mountain tourism."

The campaign is part of a broader domestic tourism strategy launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum. It seeks to create an integrated tourism ecosystem in the UAE. The launch event took place at Masfout Museum in Ajman with key figures from local tourism bodies attending.

The campaign highlights Ajman's rich agricultural environment and landscapes. Abdullah bin Touq noted that launching it in Masfout underscores Ajman's status as a prime ecotourism destination. He added that it strengthens both Ajman's and the UAE's position as leading ecotourism spots.

The previous season of the World’s Coolest Winter campaign generated significant revenue from 9th January to 20th February 2024. Its media reach extended to around 600 million people globally through various news outlets and social media platforms.

Engaging Public Participation

The Ministry of Economy encourages public participation in this new season by sharing their tourist experiences in the UAE. They aim to highlight attractions that blend history with modern infrastructure. The country boasts impressive destinations, breathtaking architecture, geographic diversity, and a cultural legacy reflecting tolerance and coexistence.

This edition targets UAE citizens, residents, and international tourists. It will feature extensive media coverage across different platforms to showcase top winter tourist destinations in the UAE. Unique tourist experiences and entertainment activities across all seven emirates will be highlighted.

The Ministry invites everyone to engage with this campaign by sharing travel stories within the UAE. This effort will help spotlight attractions that seamlessly combine rich history with modern infrastructure and world-class services.

With inputs from WAM