Ras Al Khaima, UAE, launches new tourism strategy

Ras Al Khaimah Tourism Development Authority has announced its new Destination Strategy, with the intention to welcome 3 million annual visitors by 2025.

Ras Al Khaimah hopes to become the fastest growing tourism destination in the region. The new strategy will implement best practices to fuel sustainable, tourism-driven economic growth. It involves diversifying the tourism offering to attract visitors seeking authentic experiences.

Haitham Mattar, chief executive of Ras Al Khaimah Tourism Development Authority, said: “As our tourism offering evolves in Ras Al Khaimah, we must ensure our destination is attractive to travellers who wish to explore beyond the resorts and hotels.

“Our Tourism Strategy 2019-2021 is a comprehensive three-year programme that takes Ras Al Khaimah to the next level.

“We’re delighted with the success our offering has had in our target markets to date, but with the new destination strategy we aim to diversify and enhance visitors’ experiences through differentiated product development.

“Another area of focus for us will be positioning and promoting Ras Al Khaimah in targeted international markets to attract higher yield customers all year round.”

This year, the UAE city partnered with Toro Verde to create the world’s longest zip line. Toro Verde is heralded as the world’s leading zip line operator.

Called Jebel Jais, the zip line uses solar energy and locally sourced natural materials. Visitors will therefore be exposed to an experience that is largely natural – aside from the man-made zip line – in the mountains.

Ras Al Khaimah will also add new hotel rooms to accommodate increasing demand.

5,000 rooms will be added to the 6,500 currently available. Confirmed brands coming to the region include Marriott, Movenpick, Sheraton, Anantara, Rezidor, Intercontinental and Conrad.

In October, a new $200 million development on Ras Al Khaimah’s Al Marjan Island was announced. The project will include a 300 room hotel and entertainment options. It will feature wellness and active adventure as well as a history-themed entertainment park.

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