World's Coolest Winter: Sheikh Mohammed visits Dubai beauty spot Hatta in tourism drive
Published on December 18, 2020 at 21.45
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, on Friday visited the inland exclave of Dubai, Hatta, a renowned beauty spot featuring the rugged Hajar Mountains and the glorious Hatta Dam. Sheikh Mohammed's visit follows his launch last Saturday of a UAE Strategy for Domestic Tourism dubbed 'World's Coolest Winter'.
Sheikh Mohammed took to Twitter to post a collection of stunning images of himself and his aides enjoying the delights of Hatta. The photos showed the UAE VP walking, cycling and generally revelling in the beautiful scenery of one of the UAE's hidden gems. "Tourism in the homeland is a support for the people of the homeland ... and exploring the homeland is an exploration of identity ... and roots ... and ancestors ... and the limits that a person can reach within his homeland," Sheikh Mohammed tweeted.
The UAE Strategy for Domestic Tourism aims to develop a comprehensive scheme to regulate the local tourism sector in collaboration with relevant local and federal entities. Sheikh Mohammed says the strategy aims to establish the country's status as an "ideal tourist destination locally and globally, and to share its inspiring story with the world". 'World's Coolest Winter' invite thes public to explore the hidden gems of the seven emirates. The UAE Vice-President said "everything is beautiful in winter". "However, the UAE's winter is the most beautiful in the world. The UAE has the most beautiful winter, the most beautiful people, and the most beautiful services," he said, inviting everyone to travel to the UAE and "explore the spirit of the country".
The 45-day campaign - overseen by the Ministry of Economy in collaboration with local tourism entities and supported by the UAE Government Media Office - aims to highlight the major landmarks and attractions that distinguish every emirate and contribute to promoting the UAE as a single destination. Sheikh Mohammed said promoting the UAE as a single tourist destination with diverse attractions and experiences boosts the country's tourism sector as an integral part of the national economy.
During a special event in Al Marmoom Desert Conservation Reserve last Saturday, Sheikh Mohammed reviewed the goals and plans of the new domestic tourism strategy. Sheikh Mohammed said: "The UAE Strategy for Domestic Tourism marks the beginning of unifying our efforts and coordinating our capabilities towards harnessing all of our tourism resources in the best possible way. Today, we are launching the first of many campaigns to develop this vital sector of our economy."We also launched a unified tourism identity to promote the UAE as a single tourist destination that shares the same national economy and provides equal opportunities for UAE youth."
The UAE's domestic tourism sector contributed Dh41.2 billion ($11.2 billion) to the national economy in 2019. It constitutes 23 per cent of the total tourism sector revenue. "With a solid federal collaboration, we can double the contributions of the domestic market and create new opportunities for the small business industries across the country," Sheikh Mohammed said. He stressed that "working as one team" in the tourism sector will bring long-term benefits to every part of the UAE and "boost our status globally as a single destination that offers rich and diverse experiences".
Sheikh Mohammed said: "Each of the seven emirates features rich tourist experiences, massive resources and cultural, archaeological and architectural treasures. We aim to unify our efforts to maximise returns. We invite the private sector to take this campaign as an opportunity to strengthen partnerships with the government to bring greater value and accelerate the country's economic recovery."
The UAE Strategy for Domestic Tourism recognises the importance of developing a comprehensive federal scheme to regulate the country's local tourism sector. It seeks to build a unified tourism identity that supports the objectives of the UAE Nation Brand to celebrate the country's distinctive features and cement its status as an ideal tourist destination locally and globally. As part of the strategy, efforts will be coordinated to highlight the UAE's major natural, cultural, heritage and historical attractions, using surveys to collect data on people's interests and hobbies. The aim is to develop a unique touristic experience on federal and local levels.