RAS AL KHAIMAH Q1 TOURISM FIGURES REFLECT REMARKABLE MILESTONES OF THE LAST 12 MONTHS

Ras Al Khaimah Tourism Development Authority (TDA) reported unprecedented growth in its March tourism figures today at Arabian Travel Market 2016 (ATM), reflecting the emirate’s rapid progress made since last year’s ATM. 

Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority, also unveiled a new destination video and rebranding campaign. Together with the new creative strategy, global partnerships and fresh products are some of the additional highlights being showcased on the Ras Al Khaimah stand (ME3510) from 25 – 28 April.

“This time last year, we were preparing to embark on a transformational 12 months for Ras Al Khaimah”, said Mattar. “After commencing extensive research last summer, we released the first ‘Tourism Strategy’ for the emirate: a three year roadmap for delivering our new vision. Today, the Arabian Travel Market provides the perfect platform to showcase our new brand and reveal the unique gems of our destination.”

To reach its target of one million visitors by the end of 2018, Ras Al Khaimah TDA has made impressive strides in initiating strategic partnerships with airlines and tour operators over the last 12 months. Collaborations were signed with Thomas Cook, FTI, Emirates, Flydubai, Air Arabia, Qatar Airways and Air India Express. New representation offices were also opened in India, Russia and the UK, with even more offices planned for China and Saudi Arabia.    

All of these milestones have led to positive growth trends as shown by the latest tourism figures. Visitor numbers to Ras Al Khaimah in March 2016 were up 7% percent on March 2015. Furthermore, the emirate’s hotels reported an occupancy rate of 80.3 percent, up by 13.3 percent on March 2015. Rev PAR for March 2016 also increased by 14.1 percent compared to the same period last year. 

In the first quarter of 2016, Ras Al Khaimah’s hotels reported an occupancy rate of 71.3 percent, up by 17.7 percent on Q1 2015. Coupled with a 9.2 percent year-on-year increase in Rev PAR, this demonstrates the highest growth across the GCC. 

“Ras Al Khaimah attracts visitors from a wide range of source markets. Our top markets include the UAE, Germany, UK, Russia and India. But as a result of our trade missions and industry partnerships, we are now seeing an increase in visitors from new markets such as China, Scandinavia and Eastern Europe. Furthermore, we have implemented a new leadership structure to deliver on our new strategy, and we are working in close partnership with our hotel and government stakeholders. We have gained considerable momentum, and this will only continue as we focus our efforts investing in our tourism offering,” said Mattar.   

With access to 64 kilometres of pristine beaches and a unique terracotta desert, Ras Al Khaimah’s hotels and resorts continue to grow from strength to strength. The destination currently offers over 5000 hotel rooms across 41 properties, with more than 3000 rooms in the pipeline across 12 properties by 2019. 

As part of further plans to enhance the destination, Ras Al Khaimah TDA is also investing in world-class events and tourism products. Opening this year will be a series of new tourism offerings centred on Jebel Jais, the highest mountain in the UAE, including a Via Ferrata, zipline and 5-star mountain camp and viewing deck. 

Mattar added: “Our new brand positioning emphasises Ras Al Khaimah’s natural assets, luxurious indulgence, range of activities for different types of travellers, history and culture, and authentic Arabian heritage offering.”

Visitors to Ras Al Khaimah’s stand at ATM this year will be able to learn more about these offerings, enter competitions to discover the destination and also try their hand at golf with the Ras Al Khaimah TDA golf simulator, the first of its kind in the UAE.