Mohammed bin Rashid approves UAE Strategy for Domestic Tourism

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His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, approved the new UAE Strategy for Domestic Tourism that aims to develop a comprehensive scheme to regulate the local tourism sector in a solid collaboration among the relevant local and federal entities.

Mohammed bin Rashid approves UAE Strategy for Domestic Tourism

He revealed a new unified tourism identity, as part of the UAE Nation Brand, 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 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.

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.

Sheikh Mohammed bin Rashid Al Maktoum 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, Sheikh Mohammed bin Rashid Al Maktoum reviewed the goals and plans of the new domestic tourism strategy and identity in the presence of H.H. Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, Deputy Ruler of Dubai; H.H. Lt. General Sheikh Saif bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Interior; H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Chairman of Dubai Media Council; H.H. Sheikh Ahmed bin Saeed Al Maktoum, President of the Dubai Civil Aviation Authority and Chief Executive of Emirates Airline and Group; and Mohammad Al Gergawi, Minister of Cabinet Affairs.

Sheikh Mohammed bin Rashid Al Maktoum 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.”

Sheikh Mohammed bin Rashid Al Maktoum added,

“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.”

He noted,

“Domestic tourism spending in the UAE stands at AED41 billion. 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.” 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 bin Rashid Al Maktoum 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.” He added, “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.”

He said that “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.”

Sheikh Mohammed bin Rashid Al Maktoum 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.

Participating in discussions of the strategy pillars and measures of its implementations were Abdulla bin Touq Al Marri, Minister of Economy; Dr Ahmad bin Abdullah Humaid Belhoul Al Falasi, Minister of State for Entrepreneurship and Small and Medium Enterprises;Dr. Thani Al Zeyoudi, Minister of State for Foreign Trade; Helal Saeed Al Marri, Director General of the Dubai Department of Tourism and Commerce Marketing, DTCM; Saood Al Hosani, Acting Undersecretary of the Department of Culture and Tourism in Abu Dhabi; Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority; Sheikh Abdulaziz bin Humaid Al Nuaimi, Chairman of Ajman Tourism Development Department; Sheikh Majid bin Saud bin Rashid Al Mualla, Chairman of Umm Al Qaiwain Tourism and Archaeology Department, Saeed Al Samahi, Director of the Fujairah Tourism & Antiquities Authority; and Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority.



The UAE Strategy for Domestic Tourism was launched with a vision that recognises the importance of developing a comprehensive federal scheme to regulate the UAE’s local tourism sector. The Strategy aims to establish collaboration among local and federal tourism entities and reinforce the role of domestic tourism as a vital supporter of the national economy. 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.

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