The campaign raised revenue for hotel establishments to Dh1.8 billion, up from Dh1.5 billion in its second edition, an increase of 20 per cent. The current edition raised the number of domestic tourists to 1.4 million, an increase of 8 per cent over the previous edition.

In addition, the campaign registered a remarkable engagement on social media, achieving more than 5.8 million interactions on different platforms. The hashtag #WorldsCoolestWinter was used in more than 18,000 photos and videos on social media. It was accompanied by more than 161 promotions, produced by the Media Office and content creators in the country, garnering more than 158.2 million views from around the world. Positive interaction reached 100% globally. Local, regional and global media coverage reached more than 190 million people.

Abdullah bin Touq Al Marri, Minister of Economy, affirmed the success of the campaign in enhancing the national economy and supporting domestic tourism by providing a unique experience for visitors based on Emirati tourism diversity, heritage and cultural legacy, Emirates official news agency WAM reported on Sunday.

The minister said 'The World's Coolest Winter' translates the objectives of the UAE Tourism Strategy 2031, which seeks to attract Dh100 billion as additional investment for the tourism sector and increase its contribution to GDP to Dh450 billion by 2031.

Culture- and heritage-minded tourism entities, facilities and attractions in the UAE have actively participated in the campaign, through distinctive programmes that celebrate local heritage, Emirati values and embody the most salient features of national identity.