The Integrator had an exclusive interview with Alka Winter, Vice President of Destination Marketing and Communication for Ras Al Khaimah Tourism Development Authority.

What strategies are being implemented to attract leisure travelers to Ras Al Khaimah? 

We are pleased to report that our visitor numbers in the past year have surpassed pre-pandemic levels, reaching a record of 1.13 million. The growth momentum has continued into the first quarter of this year, with a 13% increase in visitor numbers.

Our strategy is focused on balanced tourism, meaning that we not only aim to drive visitor numbers but also pay attention to the development of our tourism community. It is crucial for us to ensure that the destination’s infrastructure, supply chain, and livability are well-established alongside the growth of visitors.

The Middle East is renowned for its tourism and hospitality industry so what sets Ras Al Khaimah apart from other regions? 

Tourism plays a significant role in the UAE, contributing to 12% of the GDP. In Ras Al Khaimah, tourism accounts for 5% of the GDP, and we aspire for it to grow to one-third. Ras Al Khaimah identifies itself as the Northern Emirate. We take pride in our remarkable diversity, encompassing mountains, deserts, and the sea.

Unlike other emirates, Ras Al Khaimah offers a less congested experience, with abundant natural areas and 64 kilometers of pristine beaches. We boast the highest mountain peak in the UAE, Jebel Jais. What truly sets us apart is the combination of a nature-centric experience with renowned hotel brands such as Emaar, Accor, Marriott, and Hilton.

What steps or initiatives is Ras Al Khaimah taking to become a sustainable destination in the region?

We have recently launched a program called Responsible RAK, which includes the participation of approximately 20 hotels and attractions. While our partner hotels already have excellent sustainability practices in place, we wanted to scale it up. To accomplish this, we have collaborated with EarthCheck, a leading advisory firm specializing in sustainable destinations.

As part of Responsible RAK, all the participating hotels provide data against 10 performance metrics, covering various aspects such as energy consumption, greenhouse gas emissions, waste diversion from landfills, and social factors like gender parity in the workplace. It is not a race to be the fastest, but a collective effort to reach our destination.

What initiatives have been undertaken to enhance tourism and attract more investments?  

Ras Al Khaimah presents significant growth potential and opportunities. Last year, we announced the upcoming Wynn Resort on Marjan Island, an integrated resort with impressive credentials as a luxury operator. With 1,500 rooms, 24 restaurants, and various entertainment concepts, the Wynn Al Marjan Island will significantly enhance our destination’s allure.

We are focused on expanding our range of attractions and enhancing the development of our mountains. We have recently created 65 kilometers of hiking trails, making us the destination with the most developed hiking trails in the country.

Ras Al Khaimah is known for its collaboration with neighboring Emirates to promote the country. We benefit from having our own airport and thanks to the proximity of other airports, including Dubai, Abu Dhabi and Sharjah International Airport.

We recently announced a partnership with Qatar Airways, set to commence charter flights in November, adding to the excitement and activities happening in Ras Al Khaimah.