The emirate recently launched its new three-year strategy
Haitham Mattar is Chief Executive Officer of Ras Al Khaimah Tourism Development Authority. We asked him how tourism is progressing in Ras Al Khaimah and how gures compare to his destination strategy goals.
2018 was another remarkable year for the emirate of Ras Al Khaimah in terms of achievements and milestones accomplished, primarily exceeding our target of one million visitors. Ras Al Khaimah Tourism Development Authority launched its first three- year destination strategy in 2016 outlining the vision and mission for tourism in the emirate, with the goal of attracting one million visitors to Ras Al Khaimah by 2018. The emirate exceeded these targets in 2018, with a reported 1,072,066 visitors from domestic and key international market.
RAS AL KHAIMAH IS ON A MISSION TO FURTHER ASSERT ITS POSITION
How are your source markets evolving?
The 10% growth in visitors compared to 2017 was led by the UAE domestic market generating 38% of overall visitors. Germany continued to be the leading international source market with 83,605 visitors to Ras Al Khaimah in 2018, followed by Russia and the UK.
What are you primarily promoting this year at ITB Berlin?
With the current robust visitor demand, solid regional and international partnerships in place and iconic product launches over the past few years, Ras Al Khaimah is on a mission to further assert its position as the fastest growing tourism destination in the region, while promoting our emirate’s breadth of offerings to regional and international target markets. At ITB Berlin we are showcasing a virtual reality experience of Jebel Jais Flight, the world’s longest zipline, which has welcomed over 25,000 flyers since opening 12 months ago.
How important is the show for the emirate as a platform to reach out to the world of tourism?
As the world’s leading travel trade show, ITB Berlin is an ideal platform to showcase and communicate our unique tourism product, highlights and plans to the German trade, media and public as well as to the many international visitors from around the world.
Photo: Haitham Mattar CEO, Ras Al Khaimah Tourism
Hall 2.2 / Stand 103