How to sell: Ras Al Khaimah
Ras Al Khaimah is emerging as the UAE’s hottest new travel destination offering up authentic Arabian holidays at a slice of the price
Tucked away at the very northern tip of the UAE, the emirate of Ras Al Khaimah (or RAK as it's also known) was once a tiny fishing community — and while some travel books might still refer to RAK as a charming fishing village; they are seriously out of date.
These days, what RAK lacks in size it more than makes up for in ambition as the emirate gears up to position itself as the UAE's hottest new holiday hotspot — and a much cheaper alternative to Dubai — by investing millions into developing its tourism infrastructure with an impressive clutch of beautiful new hotels properties; exciting theme parks plus an expanding airline.
What's up in RAK?
Leading the charge to put Ras Al Khaimah on the international travellers' map is the newly-formed Ras Al Khaimah Tourism Investment and Development Authority (RAK TIDA), which was established just six months ago.
The tourism authority has an ambitious strategy to double visitor numbers to the emirate from just 600,00 in 2010 to 1.2 million by 2013.
The emirate aims for tourism to eventually make up a fifth of its economy and has earmarked an investment of US$ 10 billion to be ploughed into tourism development projects over the coming year — including new hotels, resorts and villas, which will result in a total inventory of 10,000 hotel rooms in RAK by 2016.
Victor Louis, chief operating officer, RAK TIDA says tourism is at the forefront of the emirate's economic strategy going forward: “The importance of tourism for the future social, economic and environmental development and preservation of Ras Al Khaimah cannot be underestimated."
Louis says the plan is to target both GCC tourists for long weekend getaways to RAK, as well as the European markets of Germany, Russia, UK, Italy and Scandinavia.
The tourism board also wants to market RAK as a ideal incentives destination. “The emirate’s natural landscape of mountains, wadis, beaches and sea makes an excellent stage for unique team-building activities which will no doubt be attractive to many business travel segments," says Louis.
One major benefit Ras Al Khaimah can offer up over more established emirates is value for money, and the tourism board is keen to capitalise on that.
In a bid to corner the European package holidaymaker; RAK TIDA recently signed a major deal with German tour operator Reise Service Deutschland to bring six charter flights a week to the emirate from various locations in Germany and Austria — boosting tourist numbers by up to 50,000.
The charters will fly in from Hamburg, Frankfurt, Dusseldorf, Berlin and Munich; and one a week from Vienna until June 3, 2012. RAK TIDA estimates that the additional tourists will require 490 hotel rooms daily over the nine-month period.
“Germany is an important market for Ras Al Khaimah and this new direct charter flight service is a strategic step in achieving our goal of 1.2 million visitors by 2013," says Louis.
RAK TIDA says it aims to further boost the profile of RAK as a tourism destination by taking part in major international travel shows — from World Travel Market this year to Arabian Travel Market 2012 — and is currently gearing up to unveil a brand new logo, website and branding for the destination.
Authentic Arabia
So it might be able to compete on price, but what about attractions? Why should tourists flock to this previously sleepy emirate?
Louis explains that while RAK may not offer up the glitz or the bling of a Dubai break — visitors will discover a wealth of natural beauty and a far more authentic sense of hospitality in Ras al Khaimah.
“Ras al Khaimah features a wealth of landscapes from rugged mountain peaks to coastal areas and desert.
"It is this unique combination of natural terrain and the hospitality of the people that makes Ras Al Khaimah so special for sun-lovers, outdoor adventure enthusiasts and rejuvenation seekers."
In terms of natural assets, RAK has stolen the march on its neighbouring emirates. Situated on the UAE's west coast it is the only UAE emirate that can claim the triple assets of mountains, desert and sea.
As well as the impressive backdrop of the Hajjar mountain range; RAK offers up 64-kilometres of shoreline providing pristine sandy beaches and clear crystal blue waters.
Visitors to the emirate can enjoy a wealth of outdoor activities — from swimming, snorkelling, diving and fishing to mountain biking, rock climbing and golf as well as exploring the desert by safari and camping at a traditional Bedouin desert camp.
“Underpinning all these attractions and accommodation options are some quality experiences with excellent value for money, with the added benefit of historical attractions to explore," adds Louis.
Recent developments
And that's not all. To add to the natural attractions — recent months have seen the addition of some exciting man-made developments too.
The Ice Land Water Park — a huge polar-themed water park featuring a man-made waterfall, rain dance pool and aquatic football field, opened its doors to the public last year.
The water park claims to be the largest water park in the Middle East and is only the first phase of the $100 million WOW RAK theme park that will include a shopping mall complete with an ice rink, and Planet Earth amusement park.
Further exciting tourism projects are currently underway in RAK, such as a 'Pearl Farm and Pearl Museum' to open early next year.
This new attraction will be the first of its kind in the Gulf region and will offer visitors an opportunity to experience first-hand the processes of natural pearl production.
Hotel expansion
The plan for hotel expansion is to increase RAK’s total hotel and resort room inventory to 10,000 rooms by 2016.
In May this year the Government of Ras Al Khaimah signed an agreement with Rakeen Development company completing the acquisition of one of RAK's flagship hotel resorts — the Banyan Tree Al Wadi, where the authority is currently overlooking the master plan for expansion and upgrade of the resort.
As Pascal Eppink, general manager of Banyan Tree Al Wadi explains: "We are working on extensive upgrades and will soon come out with news on new services and facilities.
We have for example analysed all our guest comments over the first year of operation and for those that frequently came up we have come up with permanent solutions, and with the assistance of our owners, the RAK Government, we are eliminating issues structurally and will initiate new facilities and services as per the majority of our guests requests — for example by bringing in a new common swimming pool [currently all villas at the resort have their own private pools]."
Another new development is the 700-room Marjan Island family resort being built on five man-made islands off the coast of Ras Al Khaimah. The property is scheduled to open by October 2012.
Plans are also in the pipeline for a series of mountain resorts, located 900 m above sea level which are currently under development.
“An exceptional strategic advantage for these mountain resorts is the location’s climate, where the temperature will remain up to 12 degrees less than that at ground level, offering the perfect summer retreat for the UAE residents and visitors,” explains Louis.
But perhaps one of the most highly anticipated upcoming openings — scheduled for October 2012 — is the Ras Al Khaimah Waldorf Astoria — the first Waldorf Astoria hotel to open in the UAE.
The 349-room Arabian-themed palace hotel is expected to be one of the most luxurious and exclusive destinations in the UAE.
His Highness Sheikh Saud bin Saqr Al Qasimi, Supreme Council Member and Ruler of Ras Al Khaimah stated that the luxury Waldorf Astoria was a "significant step in terms of establishing Ras Al Khaimah as a tourist destination."
Hilton currently has four hotels in or under development in RAK. Hilton Worldwide president MEA Rudi Jagersbacher, said Hilton saw huge potential in the emirate of Ras Al Khaimah and wanted to be in there from "day one" of its development.
“The uniqueness of Ras Al Khaimah is that it is in its early stages of maturity," said Jagersbacher.
"We want to be in there right from day one to be able to develop — tourism being such an important aspect for RAK — and we have to be willing to offer [all standards of hotels], from a three-star operation to a five-star operation to make sure that the uniqueness of the country is a underlined”.
Airline Access
As RAK develops its tourism offering; the emirate's national airline — RAK Airways —which relaunched late last year after suspending operations in 2009 because of the global downturn; is helping to boost RAK's profile as well as open up access.
In 12 months RAK Airways has expanded its route network to 10 destinations with more routes to be announced soon as well as a dedicated RAK Holidays tour operator arm to promote holidays to the emirate.
"RAK Airways is working very closely with the relevant authorities to encourage tourism into the emirate," explains Omar Jahameh, CEO, RAK Airways. "We will shortly be launching ‘RAK Holidays’ to promote a range of short breaks and luxury packages to the emirate."
“While our main objective is to be a successful airline, we would also like to grow our operations in Ras Al Khaimah as a hub, acting as a regional gateway for a number of routes in the future.
Jahameh explains that the airline will mainly be targeting the burgeoining Indian middle-class traveller for business as it expands its route network in the sub-continent.
And while comparisons with Dubai may be inevitable; Louis points out that RAK is not out to compete but to complement its UAE neighbours, adding a unique tourism offering to the mix.
“Given our unique attractions and environments, we do not see ourselves competing with other emirates in the UAE.
We do not see ourselves in competition, rather as complementary, whereby a visit to RAK combined with Dubai, or any other emirate, provides a fuller experience of the UAE as a whole, by offering a leisure destination with ultimate outdoor activities and value for money.”
How to sell
About Ras Al Khaimah:
The UAE’s northernmost emirate is also the gateway to Oman’s beautiful Musandam Peninsula. It offers up spectacular views of the Hajjar Mountains and miles of pristine, development-free beaches
How to get there:
Ras Al Khaimah International Airport is currently undergoing an upgrade. RAK Airways is a national Airline of the UAE operating from RAK International Airport which is 30 minutes away from Sharjah and 45 minutes away from Dubai.
Ras Al Khaimah International Airport offers parking facilities adjacent to the Arrivals and Departure Terminals, which are free for RAK Airways passengers as well as a free free shuttle bus and paid limo services to and from Ras Al Khaimah International Airport.
Useful contact:
Ras Al Khaimah Tourism Investment and Development Authority
5th Floor, RAK Chamber of Commerce Building
P.O.BOX - 29798, Al Nakheel
Ras Al Khaimah
United Arab Emirates
www.rasalkhaimahtourism.ae
Tel: +971 22732998
Where to stay
The Cove Rotana
A village-style development, located on an idyllic water inlet on the Ras Al Khaimah beachfront overlooking the Arabian Gulf with 600 m of pristine beach. The landscaped resort feature rooms on winding streets with views over the sea. There are swankier villas by the shore, and the beach is stunning. There are a range of excellent dining options to choose from, plus two outdoor pools, water sports and activities plus a baby sitting service and kids club making this a great family option.
www.rotana.com
Banyan Tree al wadi
Hidden away in the heart of Wadi Khadeja, a 90 hectare private nature reserve 20 minutes outside Ras al Khaimah city, this exclusive desert resort offers stunning private villas dotted amongst the sand dunes. Every luxury villa has its own private pool and there's an impressive spa, with the only hydro-therapy treatments on offer in the UAE. Guests can try their hand at camel riding, horse-back riding or falconry, or alternatively just soak up the natural beauty of the surrounding of this sumptous retreat.
www.banyantree.com
waldorf astoria
ras al khaimah
The hotel is not even set to open until October 2012 but excitement is already building in Ras al Khaimah about the launch of this new property which marks the entry of the Waldorf Astoria brand to the UAE. Inspired by a luxury Arabian palace, the hotel will feature a heli-pad; 18 hole championship golf course and a 600-metre private beach. The 349 rooms and suites will reflect the palatial surroundings of the hotel and offer the luxuries of space and tranquility for the guest.
www.waldorfastoria.com