Ras Al Khaimah launches new campaign to drive UK tourism

Ras Al Khaimah launches new campaign to drive UK tourism

Large-scale rebranding aims to position RAK as a destination for a ‘genuine Arabian experience’, driving economic growth in the emirate.


  • Ras Al Khaimah’s Tourism Development Authority has launched a rebranded marketing campaign aimed at encouraging higher visitor numbers from the UK
  • Tourists will see a location offering a truly Arabic experience, surrounded by natural beauty and rich in local culture
  • 820,000 visitors are forecast to visit Ras Al Khaimah in 2016 as it establishes itself as one of the world’s fastest growing tourist destinations

For the ultimate Middle Eastern experience plan your next vacation in Ras Al Khaimah.

That’s what UK tourists will be told in a new rebranded marketing campaign launched by the Ras Al Khaimah Tourism Development Authority (RAK TDA). Throughout March British holidaymakers will see fresh new advertising that underlines RAK’s new positioning as a “world class destination of choice for authentic Arabian culture and experiences”.

With a long history dating back 5,000 years and rich in local culture, RAK is a destination of natural beauty, boasting outstanding golden beaches, ancient archaeological sites and the iconic terracotta dunes of the desert.

Commenting on the launch of the new campaign Haitham Mattar, CEO of RAK TDA, said: “It is our priority to enhance the destination awareness and demonstrate its diverse natural assets to a global audience.

“We are planning to use every opportunity to demonstrate that our emirate is rich in culture, heritage and traditions.”

This campaign is part of the RAK TDA’s wider strategy to attract 820,000 visitors to the emirate in 2016, and one million tourists by 2018. By increasing investment in the tourism and travel industry, government officials hope it will drive the economic growth of the region. RAK TDA predicts that tourism will account for 20% of RAK’s overall GDP by 2020.

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