Ras Al Khaimah's new tourism strategy will partly focus on promoting the emirate in targeted international markets
Ras Al Khaimah’s Tourism Development Authority (RAKTDA) has launched a new three-year strategy which will focus on diversifying the emirate’s tourism offerings and attracted a wider segment of tourism, it was announced on Tuesday.
The ‘Destination Strategy 2019-2021’ will also seek to attract higher yield visitors looking for authentic experiences, accelerating foreign and local investments in the tourism sector, nurture home-grown small and medium sized enterprises to create employment and business opportunities, and prioritise sustainable nature-based adventure and cultural experiences.
“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,” said RAKTDA CEO Haitham Mattar. “With the new destination strategy we aim to diversify and enhance visitors’ experiences through differentiated product development.”
Mattar added that “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.”
By 2021, the strategy calls for 10,000 more people to be employed in the tourism and hospitality sector.
Ras Al Khaimah is preparing to add 5,000 rooms to the 6,500 currently available in the emirate with the introduction of a number of major brands including Marriott, Movenpick, Sheraton, Anantara, Rezidor, Intercontinental and Conrad over the next three years.
The emirate hopes to attract close to 1.5 million visitors by 2021 and 3 million by 2025.