The UAE Tourism Council held its fourth meeting for 2021, chaired by His Excellency Dr. Ahmad Belhoul Al Falasi, Minister of State for Entrepreneurship and Small and Medium Enterprises, with participation from heads and directors of local tourism authorities in the country. The council reviewed tourism and hotel data for the third quarter of 2021, noting that hotel establishments attracted approximately 13 million guests from the beginning of the year until the end of the third quarter, who spent over 52 million hotel nights, reflecting a 24% increase compared to the same period in 2020. Total revenue from hotel establishments reached around 16 billion dirhams, growing by 40% compared to the same period last year. Hotel establishments continued to record an average occupancy rate of 62%, surpassing the top 10 tourist destinations worldwide.
The council discussed mechanisms for coordinating cooperation among member entities at both federal and local levels to support promotional tourism efforts in the country, with a focus on domestic tourism campaigns coinciding with the winter season, which is considered an active tourist attraction period in the UAE.
**Proposals and Ideas**
The council, in coordination with the Media Office of the UAE Government, reviewed plans to launch the second edition of the "Most Beautiful Winter in the World" campaign, announced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, scheduled to start in December 2021. The council was briefed on new proposals and ideas for the second edition of the campaign, aimed at highlighting the UAE's tourism identity, diverse tourism events, and enhancing the country's position as a hub for skilled individuals and entrepreneurial ventures, as well as attracting investments in the tourism sector.
Dr. Ahmad Belhoul Al Falasi emphasized the necessity of coordinating efforts among various government entities and the private sector for the success of the second edition of the "Most Beautiful Winter in the World" campaign and building on the accomplishments from the first edition to achieve more distinguished results, thereby enhancing the UAE's status as a leading and sustainable global tourist destination.
It is noteworthy that the first edition of the "Most Beautiful Winter in the World" campaign achieved remarkable success, running from December 13, 2020, to January 25, 2021, leading to a 17% increase in hotel guests compared to the same period in 2019, totaling 950,000 guests, and generating revenue for hotel establishments in the country amounting to one billion dirhams.
The council also reviewed a work plan for cooperation and coordination among concerned entities to develop external tourism growth programs and increase the attraction of visitors from tourist-exporting markets, in addition to showcasing initiatives and plans aimed at opening new markets that strengthen the UAE's position on the global tourism map.
**Collective Efforts**
Dr. Ahmad Belhoul Al Falasi stated that the achievements and sustainability of the tourism sector come as a result of the wise leadership's vision and support, highlighting that the results achieved this year confirm the appeal of tourism in the UAE as one of the most distinctive and safe tourist destinations globally. He noted that these results are a product of collective efforts from various government sectors and the effectiveness of the programs and initiatives developed in coordination with different stakeholders to invigorate this vital sector, which is now entering a new phase of growth and development supported by an attractive and safe national tourism environment, integrated world-class tourism services, diverse and unique destinations, and advanced infrastructure for tourism, including high-quality hotel services.
The meeting was attended by Saeed Al Ater, Chairman of the Media Office of the UAE Government, Helal Al Marri, Director General of the Department of Economy and Tourism in Dubai, Khalid Jasim Al Midfa, Chairman of the Sharjah Commerce and Tourism Development Authority, Saleh Al Jaziri, Director General of the Ajman Tourism Development Department, Faisal Al Hammadi, Assistant Undersecretary for the Entrepreneurship and Small and Medium Enterprises Sector at the Ministry of Economy, Ali Al Sheiba, Executive Director of the Tourism and Marketing Sector at the Department of Culture and Tourism in Abu Dhabi, and Haitham Al Ali, Director of the Tourism Department at the Department of Tourism and Antiquities in Umm Al-Quwain.
