UAE government’s World’s Coolest Winter campaign, which was launched in December 2021, has raised revenues of hotel establishments to AED1.5 billion ($408 million), compared to AED1 billion in its first edition in 2021, marking an increase of 50 percent.
An official statement said the campaign promoted tourism, natural sites and entertaining destinations and experiences across the seven emirates of the UAE.
In its second edition, the campaign also raised the number of domestic tourists from 950,000 to 1.3 million, an increase of 36 percent over the first edition of the campaign.
While the occupancy rate of hotel establishments during this period reached 73 percent, compared to 66 percent in 2021, recording an increase of 7 percent over the occupancy rate, compared to the first edition of the campaign in 2021.
The campaign recorded a remarkable turnout and participation on social media, achieving more than half a million interactions from around the world on different platforms, while the reach rate exceeded half a billion.
Also, It was accompanied by more than 87 media interviews and 53 press releases, while the #WorldsCoolestWinter hashtag was used in more than 71,000 photos and videos on social media.
More than 260 promotional videos for the campaign were produced by the UAE Government Media Office, while 106 content makers submitted 175 videos about the campaign, which collectively achieved 129 million views.
As part of celebrating mild weather and tourist destinations in the UAE, the campaign also witnessed the launch of “Let’s Make Their Winter Warmer” campaign, in cooperation with the United Nations High Commissioner for Refugees, Mohammed bin Rashid Al Maktoum Global Initiatives, the Network of Regional Food Banks and YouTuber Hassan Suleiman “Abu Fella”.
This campaign contributed to raising $11.5 million donated by 155,000 donors from 120 countries around the world, for the benefit of 110,000 refugee and displaced families and disadvantaged families in the Arab region and Africa, enabling them to overcome harsh winter and secure their basic needs.
The initiative was recognized by The Guinness Book of World Records for the longest continuous live broadcast (video) of 268 hours.and the largest number of direct views in one moment for a humanitarian campaign via YouTube, with total of 700,000 views at the same time. also, the humanitarian initiative recorded more than 800 local, regional and international media coverage, reaching 20 million people, and 163 million views, while 29,258 people interacted with the campaign directly on social media.