Feature EXPERIENTIAL TRAVEL


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THE REAL DEAL: WHY


SELLING LOCAL EXPERIENCES MATTERS


The experiential travel theme is in focus, as industry


stakeholders discuss how to promote ‘the real Middle East’ on April 25 at the ATM Global Stage from 16.20pm to 17.20pm.


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9 Beach in Ras Al Khaimah 10 Via Ferrata 11 Royal Opera House


Muscat 12 Nakhal Fort, Oman 13 Arabian gazelle 14 Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority 15 Bahla Fort and town at the foot of the Hajar Mountains


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“We are positioning Ras Al Khaimah as a destination where visitors can experience ‘accessible Arabia’ and connect with nature”


The UAE’s Ras Al Khaimah has a similarly


eclectic tourism proposition and is being pitched as the “ideal destination for experiential travellers looking for adventure and authentic- ity,” says Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA). “The emirate’s Arabic heritage, dating back


more than 7,000 years, complements its natu- ral attributes, such as the UAE’s tallest moun- tain at 6,266 feet, its terracotta desert and numerous wadis,” he adds. In an effort to appeal to a global adven-


ture travel crowd, Ras Al Khaimah opened the Via Ferrata in December. Spanning 1,542 feet across the Al Hajar mountains, it features three zip lines 165 feet, 195 feet and 985 feet long. Adding to the new opening, Ras Al Khaimah’s


Destination 2019 Tourism Strategy targets three main pillars of active adventurers, cultural explor- ers, and wellness and luxury indulgence seekers, to capitalise on increasing visitor interest. “We are positioning the emirate as a desti-


nation where visitors can experience ‘accessible Arabia’ and connect with nature,” adds Mattar.


RAKTDA last year launched its multime-


dia ‘Beyond A Journey’ destination campaign, which focused on the emirate’s unexplored tour- ism potential. This boosted traffic to RAKTDA’s website by 500 percent and saw 5.2 million users engage on social media, resulting in the desti- nation’s best Eid Al Fitr visitor numbers to date. Also adopting the experiential travel theme


are a host of Middle East destinations keen to increase visitor numbers and revenues, while at the same time, support sustainable economic development. An example of this can be found in Turkey and the Levant region. WTM’s Global Trends Report 2016 reveals


how the ancient trails are witnessing a resur- gence in interest from adventurous hikers who are looking to explore the region’s history, reli- gions, culture and rural communities. Key trails include the Nativity Path in Palestine, Abraham’s Path from Turkey to Egypt, the Jordan trail and Lebanon’s mountain trail. “Some of the trails go across country


borders, offering visitors a more varied trip, as well as fostering stronger relationships between


several neighbouring tourism organisations,” explains the report. “Furthermore, with trails winding their way


through remote, rural communities, the trend is generating income for women involved in providing home stays.” Several of the region’s destination manage-


ment companies (DMC) are also making great strides in capitalising on the experiential travel trend. In Dubai, Desert Gate Tourism aims to deliver life-long memories for guests who are no longer satisfied by a standard desert safari. “They are looking for more in-depth experi-


ences that can’t be bought online and are curated by true experts in the field,” says the company’s Chief Commercial Officer, Nicholas Rhodes. “Culture has really come of age in the region


and there are now several distinct focuses led by the government to make our destinations more attractive in that sense.” Fabio Prestijacopo, Head of Sales and Mar-


keting at Dubai’s Desert Adventures, says today’s travellers are “willing to pay more to experience something new” and DMCs need to provide value.


La Perle by Dragone is the official sponsor of this year’s main show theme, Experiential Travel


“As part of our commitment to deliver


distinct experiences to guests, we have part- nered with an award-winning photographer and long-time resident of Dubai who takes guests on a unique behind the scenes journey where he took amazing images of old Dubai,” he says. Desert Adventures also provides insight


into Emirati hospitality – arranging for a Shar- jah-based Emirati artist to teach guests the art of writing Arabic script in his own home. Coming up with new ways to help visitors


engage with a destination is going to be a crucial factor as providers navigate the way ahead. Press adds: “This trend is now on the radar


of the region’s tourism chiefs. Destinations are looking to diversify into new and niche markets which require differentiation and innovation.”


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