Brand Dubai Successfully Concludes Hatta Winter Initiative With Record Visitor Turnout

Brand Dubai, the creative arm of the Government of Dubai Media Office, has wrapped up the Hatta Winter initiative. This event attracted a record number of visitors from the UAE and beyond. Under the guidance of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai, the initiative encouraged exploration of Hatta's unique experiences during the cooler months.

The initiative was part of the #DubaiDestinations campaign and lasted over a month. It included five festivals featuring cultural, entertainment, and community activities. These events were organised with key partners to enhance Hatta's reputation as a must-visit destination known for its natural beauty and heritage.

The success of Hatta Winter was due to collaboration among government bodies like the Roads and Transport Authority (RTA), Dubai Municipality, Dubai Culture and Arts Authority (Dubai Culture), Dubai Sports Council, and the Dubai Department of Economy and Tourism (DET). Semi-government and private entities also played significant roles in this initiative.

Five festivals were held under this initiative: the Hatta Winter Festival by Brand Dubai; Hatta Cultural Nights by Dubai Culture; Hatta Honey Festival and Hatta Farming Festival by Dubai Municipality; and Hatta x DSF led by DET. Each festival offered unique experiences for all ages, drawing visitors to enjoy Hatta's cultural and natural allure during winter.

The festivals collectively attracted over 870,000 visitors. Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, highlighted that this turnout underscored the success in spotlighting Hatta’s natural beauty, cultural richness, and historical significance. The expanded programme reflects growing interest in this exceptional destination.

Al Marri stated that these efforts align with broader plans like the Hatta Master Development Plan and Dubai 2040 Urban Master Plan. She emphasised that such initiatives strengthen Dubai’s position as a leading tourism destination through unique offerings.

Shaima Al Suwaidi, Director of Brand Dubai, praised partner collaboration as crucial to showcasing Hatta’s attractions effectively. She noted that this teamwork reflects Dubai’s ability to organise world-class events that engage significant participation.

Digital Reach and Impact

The digital reach of the initiative was extensive. Across social media platforms, it garnered over 60 million video views while the #HattaWinter hashtag saw more than 2.4 million engagements. This demonstrated strong appeal among local, regional, and global audiences with over 22,500 posts shared online.

Additionally, more than 1,700 news reports were published across print, TV, and digital platforms with 82% originating from within the UAE. The initiative successfully combined entertainment with culture while supporting sustainable development locally.

The month-long festival programme drew over 650,000 visitors offering diverse activities including more than 120 workshops along with various events. It featured 80 television episodes hosted on stage in collaboration with Dubai Media showcasing both entertainment opportunities alongside economic benefits reinforcing Hatta’s profile as a leading winter destination.

With inputs from WAM