Latest news with #RasAlKhaimahTourismDevelopmentAuthority
Campaign ME
13-06-2025
- Business
- Campaign ME
Bring back balance: Where do we stand on brand and performance?
Middle East marketers are demanding results. Client stipulations to justify investments through demonstrable return on ad spend (ROAS), quantifiable cost per acquisition (CPA) and bottom-of-the-funnel sales conversions that reflect on short-term profit and loss (P&L) statements are becoming increasingly pronounced with a seeming over-rotation on performance. Now, with agentic AI accelerating the pace of real-time adjustments and optimisation based on sophisticated attribution models, it's no surprise that performance marketing is back in the spotlight, especially in a measurement-driven ecosystem. Campaign Middle East speaks to marketers and agency leaders about the industry gravitating towards performance metrics and evaluates whether this is taking a toll on long-term brand equity. While some seasoned professionals speak about existing synergies between brand and performance, others call for a shift in mindsets: for clients to stop viewing brand as a cost-centre, and for agencies to defend sustainable brand health. Is performance winning the tug of war? Although brand versus performance is not a novel debate, it is a critical one in the current landscape. The discussion, previously reflected in the seminal works from James Hurman in 'The Case for Creativity' – circa 2011 – as well as the deep tech work of Karen Nelson-Field, has come back to the fore in recent research. The 2024 Nielsen Annual Marketing Report reveals that 70 per cent of marketers plan to increase their emphasis on short-term performance marketing over brand building. Watching this notion come to life in 2025 is unsurprising. Placing the age-old debate in the current context, Alka Winter, Vice President – Destination Marketing and Communications, Ras Al Khaimah Tourism Development Authority (RAKTDA), says, 'The almost zero-sum relationship between brand and performance is played out routinely over time. Now, as the focus shifts towards attribution and sales performance, especially in the age of agentic AI – where optimisation can now take place at a breakneck speed – performance marketing is certainly having its day.' She adds, 'This calls into question pressing issues all marketers face: How can we assign attribution? How do we balance brand and performance advertising? Can we iterate as we go; and if so, how often? Can AI technologies get us closer to cleaner targeting and cleaner attribution? Does brand need to be on the back burner to appease stakeholders, including the finance team?' ''In the age of instant gratification, it's all too easy for marketers to become addicted to performance metrics.' Mary Anne He, Head of Data Analytics and Insights, Havas Media Group, says, 'In the age of instant gratification, it's all too easy for marketers to become addicted to performance metrics, being readily available, quick to turnaround and somewhat easier to attribute to specific marketing activities.' She adds, 'On one hand, performance metrics are usually linked to the latest tech and shiny new tools. On the other hand, brand metrics lack that excitement because they move much slower, and proving their impact is challenging because so many factors come into play. As a result, many brands don't track brand health as rigorously as they should, often lacking the granularity and continuity in methodology needed for meaningful insights.' Wisdom post-Covid and words of caution on performance Looking back, economic constraints began tearing up the brand budget between 2020 and 2023, and it hasn't corrected since. An article by Harvard Business Review posits that the Covid-19 pandemic led to a tidal shift from upper funnel reach and brand marketing towards performance marketing to generate leads. The simultaneous boom in digital channels exacerbated this trend. In June 2023, as the world began to bounce back from the pandemic, Scott Galloway, professor of Marketing at NYU Stern School of Business, told audiences at the Cannes Lions International Festival of Creativity, 'The era of brand is dead.' At the time, Galloway said, 'I'm essentially training people to go to work for a CPG [consumer packaged goods] company and be fired, because the skills around creating intangible associations in broadcast advertising are, increasingly, being undermined by industry practice.' Unsurprisingly, Galloway's comments created pandemonium among 'brand-believers'. To settle a heated debate, leaders Campaign Middle East spoke to after Cannes Lions 2023 said that time would be the best litmus test. ''We need a passionate mindset shift, which involves seeing brand equity as a living, vital asset – not a soft extra.' Fast forward two years, and leaders now have proof that brands who have taken the braver route – even during the pandemic – succeeded and have important lessons to share. Vicky Kriplani, Business Lead, Leo Burnett ME, says, 'During Covid – when everything paused – it was actually brand narratives, not performance ads, that kept companies emotionally relevant. That period reinforced an important lesson: Brands that focused on long-term connection were the ones that endured. It's a reminder that building a meaningful, lasting brand is just as crucial as chasing immediate performance metrics.' The general verdict is clear: The industry has been overrotating towards performance for years. However, the data shows that the opposite is required. Marketing research organisation WARC's latest research analysis titled The Multiplier Effect argues that marketers need to switch things up – immediately – with findings proving that the strongest returns from advertising come from using brand equity as an accelerant for commercial performance. While most marketers believe in integrating brand and performance, the say-do gap is evident in the fact that only about a third practise it. To spur this move towards a more balanced approach, marketers have shared words of advice. Winter says, 'Performance marketing alone might bump up conversion-based key performance indicators (KPIs) in the short run but, ultimately, to the detriment of long-term and sustained, growth. At some point it plateaus off and leads to diminishing returns.' Gita Ghaemmaghami, Leader – Communications and PR, LIXIL IMEA, says, 'We've seen this shift from brand to performance, especially under budget constraints. But it's risky. As someone who has led both agency and in house brand communication, I have seen how undervaluing brand equity leads to short-term wins but long term loss.' Mindset shift: Time to flip the script? The harmonious co-existence of brand and performance – even in the current metrics-minded landscape – is not a utopian or idealistic concept, but one rooted in reality. The trouble is: This will require the industry to challenge the status quo. It will require leaders to end the endless debate of 'brand versus performance' and accept a new normal that makes room for a 'brand and performance'. This will require a revamp of organisational structures to prevent separate siloed teams with different KPIs working separately on brand and performance, competing for budgets and often rowing the boat in different directions. Mai Cheblak, Head of Corporate Marketing, Emirates NBD, says, 'In today's landscape, brand can't exist in a silo; it must actively support commercial outcomes. That doesn't mean compromising on brand; it means making brand accountable. The most successful marketers are those who can create campaigns within which brand storytelling and performance metrics reinforce each other.' Cheblak adds, 'This is especially relevant in the Middle East, where digital maturity is evolving rapidly, and audiences are increasingly discerning. There's a unique opportunity for marketers to use data-led storytelling that drives both resonance and results – building meaningful connections while also delivering on business goals.' ''Brand-building demands creative bravery but also disciplined measurement.' However, this will also mean redefining ROI in a region where performance marketing often dominates the measurement agenda. Ibrahim Ghazal, Head of Search and Social, GroupM MENA, says, 'It's about finding harmony, not choosing between them. This means aligning brand and performance with short-, mid-, and long-term KPIs. Focus solely on sales in year one, and you may struggle in year two. Focus only on the brand, and you risk missed revenue. Performance media often mirrors sales targets, but even the best execution needs a strong brand.' Maya Tayara, Managing Director, iProspect MENA, explains, 'While performance KPIs remain critical, too often, immediate results are prioritised at the expense of future relevance. To walk the marketing tightrope, marketers and their partners must shift from binary thinking to fluid frameworks – using data and technology to not only track conversions, but also to unlock richer, predictive insights about brand impact, cultural relevance and consumer intent.' Leaders share that both clients – and the agencies that serve them – should develop better ways to measure the effectiveness of investments into brand, which they believe will make the case for brand-based investments. Hemalatha Subramanian, Senior Manager – Customer and Technology, Alshaya Group, says, 'We need a passionate mindset shift, which involves seeing brand equity as a living, vital asset – not a soft extra. Agencies must fiercely defend sustainable brand health, resisting clients' demands for instant results. Also, marketers collaborating with agencies should adopt a holistic measurement method, blending qualitative data and brand tracking with traditional metrics. She adds, 'Ultimately, success hinges on establishing a robust marketing KPI that evaluates the brand's connection with its audience, not solely focusing on performance-based ROI.' Building on this need for a 'mindset shift' Cheblak calls for a move away from viewing brand as a cost centre to understanding it as a long-term growth enabler. However, in order to achieve this, Cheblak says, 'Marketers and agency leaders must move beyond transactional KPIs and build partnerships rooted in trust, shared goals and data transparency. Sophisticated measurement models are key – frameworks that capture both short-term wins and long-term brand health indicators such as trust, sentiment and loyalty.' On the flipside, leaders are also challenging the industry to look beyond the numbers – to use insights not only to optimise performance, but also fuel innovation and meaningful storytelling. With competition fierce and customer expectations soaring, marketers reached a consensus that it's imperative for brands to master the balance and walk this tightrope – with authenticity and precision. Artificial intelligence joins the brand and performance conversation Before marketers embrace the thought of AI piloting them to the future, they discuss the need for a data sanity check. Leaders share that the biggest challenge is often collecting accurate, clean data to feed the tools and models we rely on. Anne He said, 'For brand in particular, the problem is usually a lack of data or inconsistency in measurement. But with the right data in place, there is a lot we can achieve.' With the fundamental checks and balances in place, leaders evaluate whether the industry is optimally leveraging predictive analytics, machine learning and AI-driven insights to dynamically adjust budgets between brand and performance in response to real-time market changes. Tayara says, 'We're heading in the right direction, but 'optimal' is a moving target. We're already applying AI and machine learning to interpret signals across the marketing funnel and shift investment dynamically, based on real-time performance and market volatility.' Winter adds, 'Whether its performance optimisation on ad bids or dynamic creative output at scale, AI is doing the heavy lifting, and it's about time. From an analytics perspective, marketing mix modeling can really help in determining attribution and ultimately budget adjustments.' Leaders agree that in the age of AI, it is entirely possible to work both forwards and backwards at every stage of marketing to understand the impact of changes up or down the funnel, which allows marketers to allocate budget where it will have the greatest impact. Anne He explains, 'We can model the full funnel using client's own data and industry benchmarks, from awareness to consideration, to intent, in-market targeted reach, website visits, and finally to conversions.' Research released by the likes of McKinsey and Company, and Forrester, further validate these notions, highlighting how AI-powered predictive analytics offer a promising shift from static budget allocation. Companies are witnessing 30 per cent cost reduction and improvement in forecasting, according to these reports. Brands increasing conversion rates and reducing cost-per-acquisition – by leaning into AI and executing real-time campaign adjustments – are indirectly increasing financial pliability and channelling more investment into brand, instead of pure performance plays. Tayara says, 'Our future lies in building adaptive strategies that learn, evolve and respond in real time, allowing brands to flow budget between performance and brand-building efforts without losing precision or impact. That's how we unlock real growth, in any market condition.' Yet, while the effects of AI on brand and performance budgets become part of mainstream conversations, leaders also call for the industry to take a step back, pause, reflect and ask: Are organisations equipped with the right infrastructure and skilled professionals? Are 'brand success' and 'performance success' clearly defined for AI? Can AI truly grasp real-time market changes? Subramanian says, 'While AI offers efficiency and better forecasting, it is crucial to address data infrastructure, skills and market aptitude. The potential is clear, but marketers must continue to invest and refine AI systems thoughtfully in a way that harmonises technology and human expertise.' Ghaemmaghami adds, 'There should be more upskilling, cross-functional collaboration and trust in data-driven experimentation. I have seen the most progress when marketing, technology and finance are aligned early on.' Cheblak sums it up saying, 'Brand-building today demands creative bravery but also disciplined measurement. When art and science come together, brand becomes a multiplier for performance – not a trade-off.' Marketers conclude that while several tools exist to help them process larger datasets, identify discrepancies and move faster, there's a need to balance the art and the science of marketing; balance brave and disruptive decisions with disciplined measurement; balance creativity with analytics; and balance time and money spent on building a well-cultivated brand and amplifying performance outcomes.
Mid East Info
05-06-2025
- Business
- Mid East Info
Digimotive wins bronze at MMA Smarties for innovative Ras Al Khaimah Tourism Campaign - Middle East Business News and Information
Digimotive, a leading digital media solutions provider in the Middle East and North Africa (MENA) region, won bronze at this year's MMA Smarties Awards in the highly competitive 'Small Budget, Big Impact' category. The company was awarded the accolade for its groundbreaking tourism campaign developed in partnership with Ras Al Khaimah Tourism Development Authority. The trailblazing campaign leveraged precision targeting and artificial intelligence (AI) to generate significant real-time engagement, highlighting the role of strategic, technology-driven approaches in delivering substantial results, even with limited resources. Furthermore, it positively transformed tourists' interactions with their surroundings, transforming brief encounters into profound explorations. Raafat Jebril, Managing Partner of Digimotive said: 'We are deeply honoured to receive this recognition at the MMA Smarties Awards. The accolade is a testament to our team's unparalleled creativity and ongoing efforts to achieve exceptional results for our clients by leveraging best-in-class technologies. It further demonstrates the potential of strategic thinking and smart execution in helping create remarkable impact. Moreover, we take great pride in being able to elevate Ras Al Khaimah's public perception, further highlighting the Emirate's exquisite tourist offerings.' The campaign marked the synergy of fresh creative concepts and advanced technological integration, positively shifting the perception of Ras Al Khaimah and consolidating its position as a leading tourist destination, with far more to offer than just beaches. The accolade also reaffirms Digimotive's constant commitment to providing intelligent, performance-driven solutions that yield tangible long-term impact.
Khaleej Times
20-05-2025
- Business
- Khaleej Times
UAE: Walking along trails from 3,700BC? How Fujairah is turning mountains into tourist attractions
Fujairah is a land of mountains and rugged terrain, and within those mountains lie trails that were once followed in ancient times, as far back as 3,700BC. Today, those same paths have been transformed into thrilling adventure routes, drawing outdoor lovers from across the globe. From rugged mountain trails to the highest swing in the Middle East, Fujairah is turning its natural beauty into adventure tourism experiences. Leading this transformation is the Fujairah Adventures Centre, an organisation that has been at the heart of the emirate's journey to becoming the top destination for thrill-seekers and nature explorers. 'We turned challenges into opportunities,' said Amr Zein Eddine, director of Fujairah Adventures Centre. He explained that the emirate's features, like mountains, wadis, and a coastline are now its biggest tourism assets. The emirate now offers 15 adventure trails, each with its own scenery, terrain, and level of difficulty. These trails don't just offer a physical challenge, they are also steeped in history, passing through areas with cultural and environmental importance. 'People from all over the world come to Fujairah to experience these trails,' said Eddine. 'And we have more to offer and we will be soon announcing more adventure in the emirate.' This vision was the focus of the Fujairah International Conference of Adventure Tourism held on Wednesday, April 30. It was the first event of its kind in the UAE, organised under the patronage of Sheikh Mohammed bin Hamad bin Mohammed Al Sharqi, Crown Prince of Fujairah. It brought together experts and leaders from around the world to highlight Fujairah's growing role in the global adventure tourism industry. The Fujairah Crown Prince spoke about how adventure tourism can boost the economy while also promoting sustainable development, not just for Fujairah, but for the region and beyond. Eddine shared that the groundwork for Fujairah's adventure tourism strategy began in 2017. Since then, the emirate has built an entire ecosystem, creating regulations, infrastructure, training programmes, and marketing plans specifically designed for this sector. 'This conference is the fruit of a seed we planted a few years ago,' he said. One of the emirate's most popular attractions is the Fujairah Adventure Park, launched in 2020. It already features 17 thrilling experiences including zip lines, camping, glamping, and that iconic swing, the highest in the Middle East and the third highest in the world. 'The park is now undergoing further expansion to welcome even more visitors. We will be having more adventure coming winter,' said Eddine. But Fujairah isn't just building attractions; it's also building skills. The emirate is partnering with global organisations to train certified mountain leaders, hiking guides and climbing instructors. During the conference, two major agreements were signed, one with Ras Al Khaimah Tourism Development Authority (RAKTDA), and another with the Cyprus Mountaineering, Climbing, and Orienteering Federation. 'We and Ras Al Khaimah are like one destination, ' said Eddine. 'The MoU we signed focuses on three things — unifying our destinations, improving training, and working together on cross-promotion.' The event also saw the launch of a new book, 'Alpine Skills: Summer', along with safety guides for mountain biking, hiking, and camping — aimed at promoting best practices among both professionals and tourists. Key government bodies including UN Tourism, the Ministry of Economy, Fujairah Tourism and Antiquities Department, and the Fujairah Environment Authority were honoured for their support in making the initiative a success. 'We work closely with the tourism and environment authorities,' said Eddine. 'Fujairah is not a new destination; we have trails from 3,700BC. Every new trail we discover adds another chapter to our story.'
Skift
05-05-2025
- Business
- Skift
Disabled Travelers Are Often Ignored. Ras Al Khaimah Hopes to Change That
Ras Al Khaimah's tourism authority wants to pitch the emirate as a world-leader in accessible tourism. The first step towards that is much, much better marketing. The Ras Al Khaimah government has partnered with Sage Inclusion, a global provider of accessible tourism consulting, to position the emirate as the world's first certified destination for travelers with disabilities. Together with the Ras Al Khaimah Tourism Development Authority, Sage has developed a certification process that aims to pitch the once lesser-known emirate as a hub for inclusive travel. 'We're just about to become the first Sage-accredited destination in the world. We see that as the beginning of the journey,' said Emil Petrov, Vice President of Strategy and Insights at tourism authority, during a recent panel discussion moderated by Skift. John Sage, founder and CEO of Sage Inclusion, said the sector's biggest challenge is communication. 'The industry as a whole is not doing a very good job of marketing to people with disabilities,' said Sage. 'We are very thirsty for accessible information. But I'll tell you how overlooked this is — I'm a manual wheelchair user, CEO of three accessible travel companies, I travel constantly, and I receive no ads from any airport, airline, cruise line, or hotel chain.' 'No one is saying, 'We're accessible — here's how — book with us.' The industry is missing out on a huge demographic.' An Untapped Market In 2022, MMGY Global released Portrait of Travelers with Disabilities: Mobility and Accessibility, a survey highlighting the travel challenges faced by people who use mobility aids and their companions. The most common frustrations included lost or damaged mobility devices, inaccessible hotel amenities, and a lack of reliable information during trip planning. The survey of U.S. travelers found that accessibility issues were widespread, with 96% of respondents reporting problems with lodging, 86% with flights, and 79% with local transport. Despite these barriers, travelers with mobility disabilities took an average of 3.4 leisure trips annually and spent around $3,546 per year, contributing a significant $58.2 billion annually to the U.S. travel economy. According to the World Health Organization, 1.3 billion people — roughly 16% of the global population — live with a significant disability. While Ras Al Khaimah isn't aiming to attract them all, it has set a target of 3.5 million visitors by 2030, with accessibility a pillar in its tourism expansion. The first step in Ras Al Khaimah's accreditation process is to centralize accessibility information across its tourism sector. 'The first stage for us is information provision,' said Petrov. 'Not having centralized and consistent information is one of the biggest barriers to travel. But also, what gets measured gets managed. By putting the information out there, we create the right incentives.' He added, 'If the information is available, the demand will come.' Building with Accessibility in Mind The certification also ensures future developments in the emirate incorporate inclusive design from the outset. 'As part of the audit, we visited upcoming projects to ensure they had the right standard operating procedures to build in compliance and identify areas for improvement,' Petrov explained. Ras Al Khaimah's hotel inventory is expected to double by 2027, with nearly 7,000 new rooms under development and another 1,000 in planning for completion by 2030. Much of this growth is focused on Al Marjan Island — a man-made four-island archipelago — where brands like Marriott (including JW Marriott, Westin, W, and Le Méridien) and luxury operators like Nobu are establishing a presence. Sage noted that the accreditation will also benefit MICE (meetings, incentives, conferences, and exhibitions) travel. 'It not only supports leisure travelers, but also event organizers and business travel managers,' he said. 'They want accessibility but often lack the expertise or time to ensure it. With Ras Al Khaimah certified, they can confidently host events that include people with disabilities.' 'We evaluated hotels, attractions, transportation — everything — so that whether it's a large group or a small one, they'll know they can come here.' Accessibility Efforts in The Region While Ras Al Khaimah may be the first to get this new stamp from Sage, they are not the only ones in the region talking about accessibility. Just last week, neighboring emirate Dubai announced it had become the first autism-friendly-certified destination in the Eastern Hemisphere. Recognized by the International Board of Credentialing and Continuing Education Standards (IBCCES), Dubai's certification means the city has implemented autism-friendly measures across airports, hotels, attractions, and transport systems. Over 70,000 people have been trained in autism and sensory awareness, more than 300 hotels are involved in the certification process, and key locations like Dubai International Airport, Emirates airline, and Expo City have received individual certifications. In Saudi Arabia, Red Sea Global, the master developer of The Red Sea Project, says it is building all 50 of its new hotels, its new airport, and all transportation infrastructure with accessibility in mind. Looking ahead, Petrov said Ras Al Khaimah's goals will always shift when it comes to accessibility. "It's a continuous journey. I think we'll know that we succeed when we stop talking about accessibility and it just becomes natural and intuitive."
The National
03-05-2025
- The National
Why British tourists are falling in love with Ras Al Khaimah
While Dubai and Abu Dhabi have long dominated UAE tourism, a boom is taking place farther up the coast. Ras Al Khaimah is fast becoming a go-to destination for British holidaymakers, carving out a niche among tourists in search of value for money, authenticity and adventure. This shift was underscored at Arabian Travel Market 2025, where Iyad Rasbey, vice president of destination tourism development of Ras Al Khaimah Tourism Development Authority (RAKTDA), told The National the emirate had recorded a 15 per cent increase in UK visitors year-on-year in 2024. Data from global travel intelligence platform Mabrian, shared exclusively with The National, also shows a strong preference among UK-based travellers for Ras Al Khaimah among inbound tourists, although two out of three visitors to the emirate are domestic. 'Ras Al Khaimah is positioned as a short-stay getaway, with an average stay of 1.8 nights – particularly among UAE residents,' said Carlos Cendra, Mabrian partner and chief marketing officer. 'However, key international markets such as the UK (3.1 nights) and Saudi Arabia (2.3 nights) show slightly longer stays.' Diane Campos, who is retired and British, visited Ras Al Khaimah for the first time in February as she wanted to see a part of the UAE different to Dubai, that 'isn't so developed'. 'We found it very peaceful, with beautiful views, interesting architecture and unique things to do, like pearl-diving tours,' she told The National. British content creator Nailah Aljasmi, who is married to an Emirati and lives in Ras Al Khaimah, said there are several reasons why UK tourists are favouring the emirate over its neighbours. 'Ras Al Khaimah offers UK travellers a compelling mix of adventure, culture, luxury and affordability, all set against the backdrop of stunning natural beauty,' she said. 'Its strategic developments and unique attractions make it a noteworthy alternative to more commercialised destinations in the UAE.' Jebel Jais – the highest mountain in the UAE – the old fishing village of Al Jazeera Al Hamra, RAK Museum, Suwaidi Pearl Farm, beach days and sunset barbecues in the desert are some of the activities Ms Aljasmi always incorporates into itineraries with visiting family and friends. 'It's the perfect mix of adventure, chill vibes and a bit of culture – RAK has this laid-back charm that visitors always fall in love with.' Authentic and 'experiential travel' were buzzwords this year at Arabian Travel Market, but they signal a shift in how people want to explore new destinations, giving them a sense of place, history and culture in a way that's neither forced nor performative. That desire for a more grounded and culturally immersive experience is a key driver of the Northern Emirates' popularity. Mr Rasbey says RAK stands in stark contrast to Dubai's glittering skyscrapers and mega-malls, offering a landscape of dramatic mountain ranges, expansive desert dunes and archaeological heritage that dates back 7,000 years. 'Our culture and heritage, along with unique experiences like the region's only pearl farm or swimming with camels, can't be found anywhere else in the UAE,' he told The National on the sidelines of ATM. The UK remains one of RAK's top-five source markets and its influence is only growing, Mr Rasbey added. He attributes much of this to the emirate's 'upscale all-inclusive' offering. Properties such as DoubleTree and Rixos Al Mairid cater especially well to British tastes – offering vast beaches, pools and all-inclusive packages that include room service, kids' clubs and outdoor activities. 'The properties in RAK enjoy massive space, so you don't queue for an ice cream, you don't queue at the bar,' said Mr Rasbey. 'You might pay the same amount of money as another emirate but you get an elevated experience.' Over the next six months, average hotel prices across Ras Al Khaimah, Dubai, Abu Dhabi and Sharjah are expected to converge, as hotel room rates are either increasing or decreasing to align, Mr Cendra told The National. 'Ras Al Khaimah has the highest average price in the five-star category, followed by Abu Dhabi and Dubai. Abu Dhabi is experiencing the highest increase in hotel prices across all categories for the coming six months, while five-star hotels are adjusting their rates slightly downwards in most areas of Dubai, Sharjah and Ras Al Khaimah, aiming to align prices across the UAE.' Cameron McNeillie, general manager at InterContinental Ras Al Khaimah Mina Al Arab Resort & Spa, says the emirate is fast becoming one of the UAE's top contributors to hospitality growth. The hotel – whose guests are predominantly UAE residents, British, German or from CIS countries – reports occupancy performance in 2025 in line with last year, with a 6 per cent average daily rate increase year-on-year. 'With Ras Al Khaimah's profile rising on the global tourism map, new source markets opening up and ongoing enhancements to our offerings, we expect to build further momentum into 2026,' he told The National. Adventure tourism is a growing travel trend globally, leaving Ras Al Khaimah and Fujairah, which have plenty to offer on this front, in a strong position to capture market attention. This is why a major cross-emirate partnership between RAKTDA and Fujairah Adventures was announced this week at the International Conference on Adventure Tourism, creating the UAE's first multi-emirate hiking trail. Adventure tourism is expected to grow by 10 per cent-15 per cent annually over the next five years, according to various reports, and Mabrian data indicates that for RAK, 'active tourism' is now the second most important demand driver, behind culture and narrowly ahead of nature and the outdoors. The top growing markets are India, Pakistan, Egypt, Saudi Arabia and Russia, although Mr Rasbey said interest from the Netherlands, Bucharest, Prague and Belarus is also increasing due to direct connectivity. While the figures are still small in comparison to Dubai or Abu Dhabi, the emirate has recorded a 45 per cent increase year-on-year in Chinese tourists. A significant surge in car rentals across Ras Al Khaimah and other Northern Emirates has also been noted, said Benny Thomas, chief financial officer at Dollar and Thrifty Car Rental UAE, with a 25 per cent-30 per cent increase in custom year-on-year. 'Much of this demand is being driven by western expatriates and European visitors who are increasingly looking to venture beyond the traditional Dubai and Abu Dhabi hotspots,' Mr Thomas told The National. Shifts in British media coverage are also shaping the UK market's interest in RAK. While Dubai still receives ample attention, British national newspapers have recently run more features on destinations such as Ras Al Khaimah, praising their affordability, nature and relaxed pace. The National was told representatives of two major British national publications were in RAK this month reviewing hotel properties, coinciding with the end of ATM. With an aim to attract 3.5 million visitors annually by the end of the decade and the UAE's first gaming resort to open in 2027, RAK is poised for strong growth. While it may be UK travellers flooding in right now, those demographics will shift as the emirate continues its transformation.
