Archaeology to add a touch of history to RAK tourism
AUTHORITY PLANS TO UNLOCK 7,000-YEAR-OLD SITES AS CULTURAL AND HERITAGE OFFERING
The UAE’s brand of hospitality has long been viewed as a lavish one; more luxury retail brands than you can name and all under the same roof, extravagant hotels, and neck-bending tall buildings in a country that has been dubbed the “land of superlatives”.
However, the emirate of Ras Al Khaimah is working on adding a new offering to that glamorous mix; archaeology (7,000 years worth of archaeology).
According to Haitham Mattar, chief executive officer of Ras Al Khaimah’s Tourism Development Authority (RAK TDA), archaeological sites are going to be a “key differentiator and one of [the emirate’s] key offerings in the near future”.
“What we’re doing now is working really closely with the archaeology team in Ras Al Khaimah to unlock the massive opportunity and potential that we have within Ras Al Khaimah, which is one of the richest, if not the richest emirate, in archaeology and historical sites.
“We have sites that date back 7,000 years, and we’re currently working on various restoration plans and bringing some of these sites that are low-hanging fruit to make them touristready,” he said.
In an interview with Gulf News, Mattar said the Authority is looking to tap into historical sites to allow tourists to connect with the UAE’s Arabian culture, which is very much alive in Ras Al Khaimah and has been preserved over the years.
While some sites can be unlocked within the next 12 months, others may take around three to four years.
“Some sites will take a little bit longer as the restoration process has to follow the same building materials and tools that were used in the past in order to make sure that [the sites] retain their identity,” the CEO said.
Unique proposition
In the Middle East, archaeological sites are prominently concentrated in Egypt, Palestine, Jordan, Syria, and Oman. Mattar believes Ras Al Khaimah can bring about a unique proposition to that mix.
“I think Jordan’s Petra and some of the other countries that have very attractive historical sites have gone through different eras. Yes, Ras Al Khaimah has gone through 7,000 years, but it’s a different culture — you wouldn’t find Roman ruins in this part of the world, but it’s more of the Arabian sites,” he said.
The Authority has already started looking at potential source markets such as Europe as many Europeans seek to visit culture and heritage sites.
Tapping further into niche markets, RAK TDA is also working on leveraging the emirate’s high altitudes to attract millennials looking for an adrenalin rush with activities such as mountain biking, extreme hiking, water sports, and cycling.
Currently, the emirate’s primary demographic is families.