About Us

Launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai in 2020, the “World’s Coolest Winter” is the first of its kind national campaign to support domestic tourism within the UAE and attract tourists from around the world. The campaign is implemented in cooperation with the Ministry of Economy and various concerned entities in the country. It aims at raising the contribution of the tourism sector as a major tributary of the national economy.