European focus pays off for Ras Al Khaimah
Ras Al Khaimah Tourism Development Authority (RAKTDA), the government body responsible for promoting the destination in key international and regional markets, has further strengthened its position in in Europe with targeted industry initiatives in the first five months of the year.
As part of RAKTDA’s destination 2019 strategy, increased emphasis has been put on growing further awareness of the breadth of offer in key European markets. The first half of 2018 has seen a further boost of RAKTDA’s promotional efforts with visits to more than 4,000 travel agents in 45 European cities.
Earlier this month the European roadshow headed to Germany and Switzerland, with CEO Haitham Mattar visiting Mannheim, Nuremburg, Hanover and Zurich to meet industry representatives and introduce Ras Al Khaimah’s diverse and spectacular beach, desert mountain, and adventure offering.
Germany is already a key market for Ras Al Khaimah and alongside other key European markets including the UK, Nordic countries, Poland and the Czech Republic accounts for a large portion of the increasing international visitor arrivals to the emirate. UAE arrivals now account for 30 per cent of the growing number of visitors travelling to the destination.
Growing network
RAKTDA has also increased its presence on the ground in Europe with a growing network of representation and promotional offices, with the latest office opening in Stockholm to support the Nordic region in April 2018.
Haitham Mattar, RAKTDA’s chief executive officer, said: “We have seen significant growth in European Markets, particularly in the first part of this year which was up 28 per cent when compared to the same period in 2017.
As we look towards our goal of one million visitors by the end of 2018 and three million by 2025, it’s important that we maintain this momentum. As such, we are investing in promoting our offer across the European market.
“Our incredible experiences, such as the world’s longest zip-line, have helped put Ras Al Khaimah on the world map, but we need to continue to showcase the diversity of the destination to our core audiences in Europe.”
Mattar said the roadshow programme had taken Ras Al Khaimah to Ukraine, Norway, Finland, Sweden, Poland, Czech Republic, Hungary, Kazakhstan, Russia, UK, Germany and Switzerland, and was “a great vehicle to tell the story of the accessible Arabian hospitality and year-round sunshine we offer visitors in Europe and beyond”.
