In order to create awareness of the destination,
RAK TDA has participated in international travel trade shows such as Leisure Moscow in Russia, World Travel Market in the UK, ITB Berlin in Germany and the Arabian Travel Market in Dubai, UAE. The authority has organised promotional activities in various cities in key markets such as Germany, Sweden, Russia and Ukraine to entice leisure and business travellers to visit the emirate. In recent months, RAK TDA has also undertaken
a new branding strategy and commissioned the creation of a new website (
rasalkhaimahtourism.com), as well as a AED1.2 million (US$330,000) promotional film, highlighting the emirate’s rich culture, diverse landscape, desert wildlife, adventure and sporting activities, as well as other recreational offerings. “By taking part in these trade shows and tourism
exhibitions, Ras Al Khaimah is conveying the message that it is open for business,” says Louis.
HOTELS ON THE RISE Tourism plays an important role in the vision of HH Sheikh Saud Bin Saqr Al Qasimi, Ruler of Ras Al Khaimah, to diversify the emirate’s economy. “One of the targets we set is to drive tourism’s
GDP contribution from the current two percent to nine percent in the next four years. As part of this vision, a range of capital injections from local and international investors, both in the public and private sectors, are shoring up developments,” says Louis. In order to encourage further private investment
into the emirate’s hospitality sector, RAK TDA launched a comprehensive Investor’s Guide in April 2012, to help investors make decisions based on market research-backed information and statistics. Following an in-depth review of the destination’s
tourism attractions, facilities and accommodation offerings, Louis says it is clear the existing inventory is not sufficient to meet the needs of an expanding tourism market. He adds that part of the government’s AED1.84 billion (US$500 million) investment will go towards the initiative of beefing up the emirate’s hotel room supplies.
Working towards these targets, Louis says its
cost of the Al Marjan Island, Ras Al Khaimah’s first manmade island venture
US$1.8 billion
RETAIL DETAIL
Hospitality growth is also being complemented by retail development in Ras Al Khaimah. There are four existing major shopping malls in the emirate, including Manar Mall, Safeer Mall, Al Hamra Mall and the newly opened RAK Mall. Another shopping centre, Al Naeem Mall, is expected to open towards the end of 2012.
agency has already secured a number of development opportunities including the 632-room Rixos Bab Al Bahr, which claims to be the UAE’s first all-inclusive resort of its kind. The Mayan pyramid-shaped hotel cluster will feature 14 dining outlets, an amphitheatre, a spa and a nightclub. Rixos will be located on another landmark project,
the Al Marjan Island, Ras Al Khaimah’s first manmade island venture worth AED6.61 billion (US$1.8 billion). Around 50 percent of the island will be developed for hospitality, 40 percent for residential and 10 percent for other business investments. The project consists of five disc-shaped islands
built over 2.7 million square metres of reclaimed land. It will feature floating villas, leisure and dining facilities, as well as four- and five-star hotels and resorts, including the 303-room Marjan Island Resort & Spa, scheduled to open later in 2012 and the 340- room DoubleTree by Hilton Resort, Marjan Island, set to open in 2014. In the first quarter of 2013, Hilton Worldwide’s
luxury brand Waldorf Astoria will make its debut in the UAE hotel market, offering an extensive list of dining and recreational options. In addition, the Al Hamra Fort Hotel & Beach Resort will be rebranded as Hilton Hotels & Resorts next year. Louis also revealed that one of the major projects
the government has undertaken is the enhancement of Banyan Tree Al Wadi. The property includes an extended villa complex, an equestrian club and an expanded desert resort showcasing indigenous wildlife. In October 2012, RAK TDA will launch the Bassata
Camp project, offering guests an authentic Arabian desert entertainment experience. Another tourism highlight this year will be the 100-foot Prince of Sea sailing boat, which will offer sailing trips along Ras Al Khaimah beach as well as water sport activities in the middle of the Arabian Gulf. With so much to look forward to, Ras Al Khaimah
Above: Hilton Ras Al Khaimah Resort & Spa
Above right: Ras Al Khaimah falcon show
looks set to earn a place on the radar among even more meeting planners in the region, as well as those around the world.
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