Employees and visitors walk inside the Iceland Water Park tourism attraction in Ras Al Khaimah. (AFP/Getty Images - for illustrative purposes only)
Ras Al Khaimah has launched a movie to boost its tourism industry as it looks to build on its record visitor numbers last year.
The emirate's tourism development authority joined forces with South African director Jac Mulder to produce the AED1.2m movie, it said in a statement.
Mulder, who trained and worked in the US, France, UK and South Africa before heading to the Middle East in 2000, has produced a film to explain "the new look and feel of the destination", the statement added.
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The movie offers a glimpse of the rising emirate's history and activities covering rich culture and heritage, local traditions, diverse landscape, natural beauty and wild life.
Victor Louis, chief operating officer of Ras Al Khaimah TDA, said: "We are happy to work together with an exclusive movie director like Jac, who was successfully able to convey our message to the visitors exploring the emirate as its best, showing the friendly environment, the relaxing atmosphere and the warm Arabian hospitality that makes our destination unique."
In February, it was reported that visitors to Ras Al Khaimah exceeded the emirate’s target of 800,000 during 2011, boosted by a surge of German tourists.
Figures from Ras Al Khaimah’s Tourism Investment and Development Authority (TIDA) said some 835,200 holiday-makers visited the city last year, an increase of 40 percent, boosting tourism revenues by more than a third to AED400m ($108m).
Most of the tourists came from Germany, the TIDA said, with a 200 percent growth in German visitors since 2010. Other key source markets included Russia, the United Kingdom, Italy, Austria and Switzerland.
Hotel occupancy rates also grew 8.62 percent for beach resorts and 1.92 percent for city hotels. Revenue per Available Room (RevPar) soared 24.50 percent and 10.24 percent respectively.
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