RAKTDA draws curtain on new Destination Strategy 2019-2021


Ras Al Khaimah Tourism Development Authority (RAKTDA) has unveiled its new Destination Strategy 2019-2021, which aims to build on the success of the previous strategy which was launched back in 2016.

Due to robust visitor numbers, solid regional and international partnerships, and iconic asset and product launches over the last few years, Ras Al Khaimah wishes to further bolster its position as the fastest growing tourism destination in the region, while simultaneously shedding light on its touristic offering in regional and international markets.

The new Destination Strategy 2019-2021 will implement best practices as per international standards to fuel sustainable tourism-driven economic growth in Ras Al Khaimah. The strategic three-year plan will work to diversify the emirate’s tourism offering to attract a wider variety of tourists and higher yield visitors yearning for real experiences; 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.

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“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,” declared CEO, RAKTDA, Haitham Mattar. “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.”

Mattar continued: “Under the guidance and directives of His Highness Sheikh Saud Bin Saqr Al Qassimi, Member of the Supreme Council and Ruler of Ras Al Khaimah, the new Destination Strategy will also look at expanding tourism driven employment. By 2021 we aim to employ 10,000 more people into the tourism and hospitality sector and nurture investment from small and medium businesses, which benefit the community. This will of course raise the overall competitiveness of the industry attracting more international and local investments, therefore enabling an environment for sustainable growth.”

As well as major launches (such as Jebel Jais Flight), world-class events and a rise in international partnerships with travel trade, Ras Al Khaimah has identified supply of new hotel rooms as a major focus moving forward. The emirate is readying itself for 5,000 additional hotel rooms, which will join the current 6,500. Confirmed introductions include Marriott, Movenpick, Sheraton, Anantara, Rezidor, InterContinental and Conrad over the next three years.

Looking ahead, RAKTDA will work to create more compelling offerings to reach its target of 1.5 million visitors by 2021 and three million visitors by 2025.