Ras Al Khaimah Focus on Europe Pays Dividends with 28% Increase in European Visitors

Ras Al Khaimah Focus on Europe Pays Dividends with 28% Increase in European Visitors
12th June 2018 James Brooke

Ras Al Khaimah Focus on Europe Pays Dividends with 28% Increase in European Visitors

  • As part of its Destination 2019 strategy, Ras Al Khaimah Tourism Development Authority (RAKTDA) has significantly increased its destination promotion in Europe
  • In 2018, representatives visited 4,000 travel agents in 45 European cities
  • Visitors from Europe have increased by 28% so far this year as a result

Ras Al Khaimah Tourism Development Authority (RAKTDA), the government body responsible for promoting the destination in key international and regional markets, has further strengthened its position in in Europe with targeted industry initiatives in the first 5 months of the year.

As part of RAKTDA’s destination 2019 strategy, increased emphasis has been put on growing further awareness of the breadth of offer in key European markets. The first half of 2018 has seen a further boost of RAKTDA’s promotional efforts with visits to more than 4,000 travel agents in 45 European cities.

Last week, the European roadshow headed to Germany and Switzerland, with CEO Haitham Mattar visiting Mannheim, Nuremburg, Hanover and Zurich to meet industry representatives and introduce Ras Al Khaimah’s diverse and spectacular beach, desert mountain, and adventure offering.

Germany is already a key market for Ras Al Khaimah and combined with other key European markets including UK, Nordics, Poland and the Czech Republic accounting for a large portion of the increasing international visitor arrivals to the emirate. UAE arrivals now account for 30% of the growing number of visitors travelling to the destination.

RAKTDA has also increased its presence on the ground in Europe with a growing network of representation and promotional offices, with the latest office opening in Stockholm to support the Nordic region in April 2018.

Haitham Mattar, Chief Executive officer of Ras Al Khaimah Tourism Development Authority said: “We have seen significant growth in European Markets, particularly in the first part of this year which was up 28% when compared to the same period in 2017.  As we look towards our goal of 1 million visitors by the end of 2018 and 3 million by 2025, it’s important that we maintain this momentum. As such, we are investing in promoting our offer across the European market.  Our incredible experiences, such as the world’s longest zip-line, have helped put Ras Al Khaimah on the world map, but we need to continue to showcase the diversity of the destination to our core audiences in Europe.”

“Our ongoing roadshow programme has taken Ras Al Khaimah to Ukraine, Norway, Finland, Sweden, Poland, Czech Republic, Hungary, Kazakhstan, Russia, UK, culminating in Germany and Switzerland last week and is a great vehicle to tell the story of the accessible Arabian hospitality and year round sunshine we offer visitors in Europe and beyond.”


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Baillie Horwood/Emma Arthurs/Nicole Lovett/James Brooke
Rooster PR
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About Ras Al Khaimah Tourism Development Authority (RAKTDA)
The Ras Al Khaimah Tourism Development Authority (RAKTDA) was established in May 2011 under the government of Ras Al Khaimah. In order to achieve target growth of one million visitors by the end of 2018, the authority aims to develop the emirate’s tourism infrastructure and establish Ras Al Khaimah as a world-class destination for leisure and business travel, creating sustainable investment opportunities and enhancing the quality of life for its residents. In order to achieve its goals, the RAKTDA has a government mandate to license, regulate and monitor the emirate’s tourism and hospitality industry.

About Ras Al Khaimah
Ras Al Khaimah is the northernmost of the seven Emirates that make up the United Arab Emirates. It is known for its rich history, dating back 7,000 years, and diverse landscape, from 64km of pristine beaches, to terracotta deserts and an imposing mountain backdrop. The Emirate is home to the highest peak in the UAE, Jebel Jais, which features the world’s longest zip line, at almost 3km.

RAK is also centrally located at the modern crossroad between Europe and Asia, with one third of the world’s population within four hour’s flying time, making it an ideal location for businesses to expand into the UAE, the Middle East and Africa and beyond.

At the Emirate’s economic heart lies several major companies and sectors – industrial (including RAK Rock and Stevin Rock’s quarries, RAK Ceramics and Julphar Pharmaceuticals); RAK Ports; RAK Economic Zone; banking via RAKBANK; RAK Gas and RAK Petroleum; and tourism. Supporting these industries is a modern infrastructure, state-of-the-art industrial areas and business parks and world-class hotels, facilities and attractions for tourists.

For the past decade, Ras Al Khaimah has been consistently rated ‘A’ by international rating agencies (Fitch and Standard & Poor’s) and already the Emirate’s Economic Zone houses over 13,000 multinational companies from more than 100 countries representing 50 industry sectors

To learn more about Ras Al Khaimah, visit: