RAK unveils tourism strategy

dubai — The Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched its new Destination Strategy 2019-2021, which is focused on diversifying the emirate’s tourism offering to attract a wider segment of tourists and higher yield visitors looking for authentic experiences.

The new three-year programme builds on the success of the previous strategy launched by the RAKTDA in 2016, and will accelerate foreign and local investments within the tourism sector, nurture home-grown small and medium enterprises to create further employment and business opportunities for RAK nationals and prioritise

sustainable nature-based adventure and authentic 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. Our Tourism Strategy 2019-2021 is a comprehensive three-year programme that takes Ras Al Khaimah to the next level. With the new destination strategy, we aim to diversify and enhance visitors’ experiences through differentiated product development. Another area of focus will be positioning and promoting Ras Al Khaimah in targeted international markets to attract higher yield customers all year round,” said Haitham Mattar, CEO of RAKTDA.

“By 2021, we aim to employ 10,000 more people into the tourism and hospitality sector and nurturing investment from small and medium businesses. This will raise the overall competitiveness of the industry, attracting more international and local investments,” added Mattar.

Ras Al Khaimah has identified supply of new hotel rooms as a major focus moving forward to support the popularity of the destination with international and domestic tourists. The emirate is preparing to add 5,000 rooms to the 6,500 currently available with the confirmed introduction of major global brands including Marriott, Movenpick and Sheraton over the next three years.