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New UAE Strategy for Domestic Tourism

Based on the Nation Brand, target is to double revenues by 2030


A new UAE Strategy for Domestic Tourism that aims to develop a comprehensive scheme to regulate the local tourism sector in collaboration with local and federal entities has been approved.

A new unified tourism identity, as part of the UAE Nation Brand, has been adopted to establish the country’s status as an ideal tourist destination locally and globally, and to share its inspiring story with the world.

Under the strategy, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, launched the first federal domestic tourism campaign titled 'World’s Coolest Winter' to invite the public to explore the hidden gems of the seven emirates of the UAE. 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 the UAE as a single destination.

The goal is to boost the country’s tourism sector as an integral part of the national economy.

Each of the seven emirates features rich tourist experiences, massive resources and cultural, archaeological and architectural treasures. Sheikh Mohammed invited 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.

He said: "The UAE hosts an exceptional winter and offers the best services that tourists can utilize inside and outside the country. Winter brings great moments and experiences. Like everything else in the UAE, we aim to make every winter the best in the world."

The Vice President and Prime Minister invited citizens and residents of different age groups, interests and backgrounds to rediscover the UAE’s landmarks, reconnect with nature and share their experiences on social media platforms.

The UAE’s domestic tourism sector contributed AED 41.2 billion (USD 11.2 billion) to the national economy in 2019. It constitutes 23% of the total tourism sector revenue, compared to 77% of share taken up by international tourism. As part of the new strategy, the country aims to double the domestic tourism revenue and achieve a greater balance between the two forms of tourism by 2030.