The Northernmost Emirate of the UAE, Ras Al Khaimah, sets Sustainable Tourism Destination Strategy to Become Regional Leader in Sustainable Tourism by 2025

The Northernmost Emirate of the UAE, Ras Al Khaimah, sets Sustainable Tourism Destination Strategy to Become Regional Leader in Sustainable Tourism by 2025

Ras Al Khaimah Tourism Development Authority has announced its comprehensive Sustainable Tourism Destination Strategy that will see the Emirate become the Regional Leader in environmentally conscious tourism by 2025.

The strategy maps out steps for the Emirate to secure long-term sustainability that will drive overall tourism growth objectives and contribute directly to national and international climate change and environmental policy commitments.

The Sustainable Tourism Destination Strategy follows the authority’s earlier announcement of over 20 new sustainable tourism initiatives across the Emirate marking an investment of approx. £96 million in partnership with RAK Hospitality Holding and RAK Chamber of Commerce and Industry.

The new features are split between three distinct locations: mountain, beach and desert/land. Among the mountain projects are four new staycation options, ranging from the wild to super luxury: a food and beverage village, ‘Instagrammable’ swing, two new attractions for thrill seekers, and a range of outdoor activities.

“This multi-million investment plan further demonstrates our resolve and commitment to tourism, despite the global challenges faced this past year that continue to shake our industry today. These projects also align with our vision and strategy moving forward with our new brand identity, based on the destination’s natural topography – the sea, desert and of course, our spectacular mountains – as well as our desire to progress, grow and evolve in tune with tourism aspirations and needs,” said Raki Phillips, CEO of the Ras Al Khaimah Tourism Development Authority.

To reposition itself as a nature-centric sustainable destination, RAKTDA has also adopted a new vision and strategy. The new positioning has since captured the imagination of a growing segment of travellers who desire something different in the new normal – one that is defined by sustainability, wellness, adventure and unchartered moments. As a result, Ras Al Khaimah has emerged stronger than ever as a destination. The launch of its new brand vision and strategy, coupled with its world class safety protocols, ongoing innovations and communication, has led to the highest number of visitors ever recorded to the Emirate in July. The Emirate also achieved a visitor satisfaction score of 98% for the first half of 2021, the highest ever percentage reported for the destination.

Ras Al Khaimah is also strengthening its hospitality infrastructure through new hotels, such as the Hampton by Hilton Al Marjan Island which opened this summer 2021, comprising of 515 rooms, the largest Hampton by Hilton globally and the first to offer an all-inclusive resort concept.

Other upcoming openings include the Banan Beach Glamping Resort, opening at the end of 2021, offering visitors the chance to enjoy a haven of relaxation with sustainably built chalets and tepee designed tents, along with the Radisson, Mövenpick InterContinental, Anantara and Sofitel brands, also set to join Ras Al Khaimah’s diverse accommodation portfolio.

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