PEAKLIFE

By Neha Mehrotra

Ras Al Khaimah offers a plethora of experiences catering to diverse travellers. Whether one seeks cultural immersion, thrilling adventures, luxurious retreats, or family-friendly beach resorts, this emirate caters to a broad spectrum of interests. Ras Al Khaimah has rapidly become the preferred destination for family holidays and a rising star, especially for Indians. The tourism market has gained momentum, and this growth has come from the wedding market, with Indians seeing in RAK a new and exciting place to get married.

In an exclusive conversation with PEAKLIFE, Iyad Rasbey, Vice President Destination Tourism Development, Ras Al Khaimah Tourism Development Authority (RAKTDA), highlights the diverse range of initiatives contributing to the emirate’s status as the fastest-growing tourism destination in the region.

1. How important is the Indian market for Ras Al Khaimah?

Iyad Rasbey: India represents a highly significant market for Ras Al Khaimah due to its proximity, diverse experiences, and cultural ties fostered by a sizable Indian expatriate community constituting roughly 30% of the UAE’s population.

Over the past few years, Indian tourist numbers to Ras Al Khaimah have steadily grown, and India has ranked as one of our top five source markets, with 20% year-on-year growth in visitor numbers recorded in 2023. We have also witnessed a significant increase in the demand for destination weddings outside of India, which Ras Al Khaimah is well-positioned to cater to thanks to its stunning natural landscapes, beautiful beaches, and world-class hotel properties that make us an ideal destination for couples seeking a unique wedding experience.

2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Iyad Rasbey: Ras Al Khaimah beckons with an alluring blend of adventure, nature, and cultural exploration. Its dramatic landscape encompasses the majestic Hajar mountains, unspoiled coastal stretches, and vast deserts, offering a plethora of outdoor activities. Jebel Jais, towering at 1,934 metres, hosts thrilling attractions like the Jais Flight zipline, the scenic Jais Sky Tour, and the Jebel Jais Sledder toboggan ride. Moreover, the Bear Grylls Explorer Camp on Jebel Jais provides an opportunity for visitors to refine survival skills and engage in hiking and climbing escapades.

With over 7,000 years of fascinating history, Ras Al Khaimah also promises an authentic cultural experience. Cultural enthusiasts can delve into Ras Al Khaimah’s rich heritage through its historical sites such as Julfar, Shimal, Al Jazeera Al Hamra, and Dhayah, all potential UNESCO World Heritage Sites. Additionally, the Suwaidi Pearls allow guests to immerse themselves in the tradition of pearl diving and pearl oyster opening.

A spectrum of accommodation options further ensures that Ras Al Khaimah caters to a wide segment of Indian travellers. Our current hospitality offering includes world-class brands such as Waldorf Astoria, Hilton, Rixos, Rotana, Ritz-Carlton, Radisson, InterContinental, and Mövenpick, the world’s largest Hampton resort by Hilton and the recently opened Anantara Mina Al Arab, which provides an ultra-luxurious experience with over-water villas.

3. Could you share some insights or initiatives to enhance the overall experience for Indian travellers visiting the country?

Iyad Rasbey: As a destination, we have been actively promoting our unique offerings to the Indian market and showcasing the range of experiences that can be enjoyed in our beautiful emirate, from accommodation options catering to a range of unique attractions. By continuing to highlight this value proposition and partnering with more leading tour operators and travel companies in India, we can attract more Indian tourists to our destination.

With factors such as enhanced air connectivity with the introduction of IndiGo’s direct flights to Ras Al Khaimah International Airport from Hyderabad and Mumbai, as well as targeted marketing campaigns focused on Indian travellers across regions, age groups and economic classes, we aim to solidify Ras Al Khaimah’s position as a top travel destination for Indian travellers.

4. What steps are you taking to make Ras Al Khaimah a sustainable destination?

Iyad Rasbey: Our sustainable tourism strategy is focused on making Ras Al Khaimah a regional leader in sustainable tourism by 2025, which is evident through our collaboration with EarthCheck and the launch of the Responsible RAK certification programme. Achieving Silver Certification by EarthCheck in October 2023 marked a significant milestone, making us the first Middle Eastern destination to attain such recognition. This achievement is backed by EarthCheck’s rigorous scientific criteria, involving comprehensive monitoring and auditing across 10 sustainability indicators. The Emirate outperformed the regional baseline average in three significant areas, reporting a performance that was better by 23% in energy consumption, 29% in greenhouse gas emissions, and 61% in waste output.

Moreover, Responsible RAK, our own sustainability certification programme powered by EarthCheck ensures that tourism businesses are measuring their environmental impact and taking real action. Under this programme, 24 hotels and attractions have earned the Responsible RAK Silver Certification.We have adopted a measured approach with a controlled pipeline to ensure we are developing attractions and hotel projects with a purpose that will enhance our natural environment. We are also investing in cultural conservation with our four tentative UNESCO World Heritage Sites.

5. Lastly, what’s next?

Iyad Rasbey: Looking forward, our aim is to welcome over 3.5 million global visitors annually by 2030, with India offering significant potential due to its large population of travel enthusiasts. We are planning to expand our hospitality portfolio by doubling its current inventory, with 21 upcoming properties. Scheduled openings in 2024 include the Sofitel Al Hamra Beach Resort and the Westin Resort, targeting affluent travellers, along with the midscale Rove Al Marjan Island to cater to budget-conscious travellers. We are also diversifying our offerings with eco-friendly accommodations on Jebel Jais, such as Saij, a Mantis Collection Mountain Lodge comprising 70 luxury lodges.

Strategic partnerships are also another key part of our plan to boost visitors to the destination. To that end, we have signed a Memorandum of Understanding with OMRAN Group in November 2023, under which both entities have committed to enhancing cross-destination tourism between the Emirate of Ras Al Khaimah and the Governorate of Musandam through collaborative marketing efforts, improved transportation links and favourable visa arrangements for international tourists. This initiative has already borne fruit with the launch of the See Double campaign, our first joint promotion unveiled at ITB Berlin recently to entice visitors to explore the nature emirate of Ras Al Khaimah and neighbouring Musandam in one experience-packed trip this summer. The campaign, which will run from June 15 to September 15, effectively demonstrates how travellers can maximise their experience by visiting two remarkable destinations within a 90-minute drive of each other.

Featuring an easy border crossing and the shared natural beauty of the majestic Hajar mountain range, as well as a rich, intertwined history and cultural heritage, the campaign promises to captivate visitors. As an added incentive, the promotion highlights the “Kids Go Free; offer available at many hotels and attractions in Ras Al Khaimah and Musandam.