The UAE has launched a tourism strategy under the umbrella of the Projects of the 50 programme.

Over the coming decade, the strategy will aim to increase the UAE tourism sector's contribution to GDP by AED27bn ($7.4bn) a year, with the goal of reaching AED450bn ($112.5bn) by 2031.

The strategy further aims to attact AED100bn ($27bn) of investments to the sector and to draw in 40 million hotel guests.

اعتمدنا اليوم استراتيجيتنا الوطنية للسياحة حتى العام 2031 . نحن اليوم ضمن أهم عشر وجهات سياحية في العالم، وهدفنا تسريع تنافسيتنا عبر جذب 100 مليار درهم كاستثمارات سياحية إضافية لهذا القطاع الحيوي، والوصول ل40 مليون نزيل فندقي في 2031 . pic.twitter.com/sbeyquv9fT

This will be achieved through 25 strategic initiatives and policies, designed to strengthen the unified national tourism identity while accelerating the adoption of integrated tourism services, developing unique destinations and enhancing tourism infrastructure. 

The strategy is expected to bolster investments in related sectors including travel, aviation and hospitality. 

This follows on from the UAE Strategy: Domestic Tourism launched in December 2020 in response to the Covid-19 pandemic. The strategy was aimed at unifying local and federal efforts to promote the UAE's domestic tourist attractions. The World's Coolest Winter was one of the first campaigns introduced as a part of the federal initiative. 

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