Brand Dubai announces conclusion of successful Hatta Winter initiative

- Brand Dubai announces conclusion of successful Hatta Winter initiative with exceptional visitor turnout from across the UAE and the region
- Initiative launched under the directives of Ahmed bin Mohammed as part of the #DubaiDestinations campaign
- Five festivals held as part of Hatta Winter attract more than over 870,000 visitors
- #HattaWinter receives more than 2.4 million in engagement and over 60 million video views across social media platforms

Mona Al Marri: The remarkable turnout reflects Hatta Winter’s success in spotlighting the region’s natural beauty, cultural richness, and heritage

Shaima Al Suwaidi: The strong collaboration between partners was key to the Hatta Winter initiative’s success in showcasing the region’s attractions

- Initiative organised under the supervision of the Supreme Committee to Oversee the Development of Hatta
- Event’s key partners include RTA, Dubai Municipality, Dubai Culture, Dubai Sports Council, and DET

Brand Dubai, the creative arm of the Government of Dubai Media Office, has announced the successful conclusion of the Hatta Winter initiative activities, which drew an unprecedented number of visitors from across the UAE and the wider region. Held under the directives and patronage of His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, the initiative invited residents and visitors to explore the unique experiences offered by the mountainous region during the cooler months of the year.

Organised under the supervision of the Supreme Committee to Oversee the Development of Hatta, Hatta Winter was launched as part of the #DubaiDestinations campaign. Spanning over a month, the initiative featured five festivals, each offering a diverse lineup of cultural, entertainment, and community activities organised in collaboration with key partners. The initiative aims to further strengthen Hatta’s profile as a must-visit destination, rich in natural beauty and heritage.

Hatta Winter was a collaborative effort involving key government partners, including the Roads and Transport Authority (RTA), Dubai Municipality, Dubai Culture and Arts Authority (Dubai Culture), Dubai Sports Council, and the Dubai Department of Economy and Tourism (DET). Various semi-government and private entities also contributed to the initiative.

The five festivals held under the umbrella of the initiative included the Hatta Winter Festival, organised by Brand Dubai; Hatta Cultural Nights, presented by Dubai Culture; the Hatta Honey Festival and Hatta Farming Festival, both organised by Dubai Municipality; and Hatta x DSF, led by DET.

Each festival offered unique experiences for people of all ages, drawing visitors to enjoy the cultural and natural allure of Hatta during the winter season. Collectively, the five festivals welcomed over 870,000 visitors.

Her Excellency Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and Director General of the Government of Dubai Media Office, said that the initiative supported ongoing efforts to highlight Dubai’s premier attractions and showcase its diverse, year-round destinations to both residents and visitors from the UAE and beyond.

“The remarkable turnout of residents, visitors, and tourists from across the Gulf region underscores the success of the Hatta Winter initiative in spotlighting the region’s distinctive natural beauty, cultural richness, and historical significance. The expansion of this year’s programme reflects the growing interest in this exceptional destination. This inspires us to continue developing the initiative in the future to further deepen community engagement,” Al Marri said.

Her Excellency added: “Dubai continues to strengthen its position as a leading tourism destination through unique initiatives that highlight its various offerings. The success of the Hatta Winter initiative is the result of the unified efforts of our partners under the supervision of the Supreme Committee to Oversee the Development of Hatta. Their collaboration has been instrumental in achieving the initiative’s goals, which align with the Hatta Master Development Plan, the Dubai 2040 Urban Master Plan, and Dubai’s broader economic and social agendas.”

Shaima Al Suwaidi, Director of Brand Dubai, commended the collaboration among all partners, emphasising their vital role in the initiative's success. She said: “The strong collaboration between the partners was key to the Hatta Winter initiative’s success in showcasing the region’s remarkable attractions. This initiative serves as a model of effective teamwork and reflects Dubai’s ability to organise world-class events that draw significant participation and engagement.”

Expressing her gratitude to the partners, Al Suwaidi highlighted that the five festivals, which ran for over a month, brought immense joy and excitement to both Hatta’s residents and visitors. These events not only achieved their goal of showcasing Hatta’s attractions and positioning it as a leading tourism destination but also highlighted the region’s unique agricultural and commercial activities. By promoting Hatta’s farms, locally produced goods, shops, and diverse projects, the initiative played a key role in driving economic growth and fostering sustainable development in the region.

Strong engagement
The initiative’s success was further underscored by its extensive digital reach and engagement. Across various social media platforms, the Hatta Winter initiative garnered more than 60 million video views and the #HattaWinter hashtag generated over 2.4 million in engagement, demonstrating its strong appeal among local, regional, and global audiences. The total number of posts exceeded 22,500, and more than 1,700 news reports were published across print, TV, and digital platforms, with 82% originating from within the UAE.

The Hatta Winter Festival drew over 650,000 visitors of all ages, offering a month-long programme of activities. The festival featured more than 120 workshops, over 14 diverse events, and four unique community activities. Additionally, the festival featured 80 television episodes in collaboration with Dubai Media and other government entities, hosted on the Hatta Winter Festival stage.

A key highlight of the festival was the participation of 30 homegrown businesses from the ‘Proudly from Dubai’ network, with a special focus on ventures based in Hatta. The festival provided an excellent platform to showcase their products and support their growth. One of its standout attractions was the Brand Dubai Store, which featured 10 Emirati artists. Visitors also enjoyed a diverse lineup of activities, including the breathtaking Hatta Mountain Light Shows, more than 140 workshops, and a variety of children’s programmes that combined education and entertainment, fostering a deeper connection to cultural heritage.

Hatta Cultural Nights
The Hatta Cultural Nights attracted over 100,000 visitors, showcasing the region's heritage, culture, and natural beauty. The event offered a diverse range of heritage, artistic, and entertainment activities, supporting family-owned businesses in Hatta and inspiring younger generations to connect with the area’s rich history and cultural legacy.

Hatta Honey Festival
The Hatta Honey Festival, the UAE’s premier event for supporting beekeepers and highlighting the honey production sector, drew over 10,000 visitors. The festival, organised by Dubai Municipality featured 80 creative workshops, averaging 16 per day, along with 35 entertainment performances. With the participation of 52 Emirati beekeepers and five home-based businesses, the event provided a vital platform for showcasing and promoting their products, making a significant contribution to the growth and development of the UAE’s honey production industry.

Hatta Farming Festival
The Hatta Farming Festival, organised by Dubai Municipality to support local farmers, attracted more than 10,000 visitors and showcased the produce of 25 local farmers from the Hatta region. The festival brought together 10 agricultural companies, five farm owners, and farming families. The festival also featured 192 creative workshops, attended by 2,730 participants, along with 15 live entertainment shows.

Hatta x DSF
The Hatta x DSF festival, organised by DET in conjunction with the Dubai Shopping Festival, brought together approximately 100,000 visitors who enjoyed unique outdoor activities in the stunning mountain landscapes of Hatta. Weekend fireworks displays added to the excitement, while the department’s platforms promoted various workshops and events, ensuring visitors could explore all the festival’s offerings.

Sports activities
Sports activities were another highlight of Hatta Winter, including the Hatta Running Championship, organised by the Hatta Sports, Cultural and Social Club in partnership with the Dubai Sports Council. The event attracted over 1,000 participants of various nationalities and age groups, with a total prize pool of AED100,000. Additional sporting activities included outdoor spinning sessions, high-intensity workouts, yoga classes, and horse riding, all set against the breathtaking backdrop of Hatta’s natural beauty.

The festival’s reach and impact were further amplified by exceptional media coverage provided by Dubai Media. Through Sama Dubai Channel, a series of programmes highlighted the region’s unique attractions, cultural heritage, and activities. The programmes brought the events to life and offered children engaging challenges and activities, fostering a deeper connection to the region’s traditions.
Throughout the Hatta Winter initiative, the Roads and Transport Authority (RTA) ensured seamless and flexible transportation solutions for visitors. Daily ‘Hop on Hop Off’ bus services connected key tourist attractions in Hatta, while the ‘Hatta Express’ offered 14 direct trips per day from Dubai to Hatta. This year, RTA allocated over 1,100 parking spaces to serve the public and deployed 17 internal shuttle buses to transport visitors from parking areas to event locations, as well as additional buses to take guests to the top of Hatta Dam. A dedicated team was on-site to manage crowds and ensure smooth traffic flow throughout the festival period.

Dubai Police, Dubai Civil Defence, and the Dubai Corporation for Ambulance Services also played a pivotal role in supporting the festival, ensuring the safety and well-being of all attendees with their dedicated services.

The Hatta Winter Initiative successfully combined entertainment, culture, and economic opportunities, creating a platform to highlight the region’s natural beauty and heritage while supporting sustainable development and the local economy. The initiative reinforced Hatta’s profile as a leading winter destination, showcasing Dubai’s ability to deliver world-class experiences that appeal to a wide range of audiences.