Ras Al Khaimah Tourism Development Authority (RAKTDA) and Emirates have signed a Memorandum of Understanding (MoU) to boost visitor arrivals and stimulate traffic to the emirate from select markets within the airline’s network. The MoU was signed at the Arabian Travel Market by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer and Phillipa Harrison, Chief Executive Officer of Ras Al Khaimah Tourism Development Authority.
Under the MOU, RAKTDA and Emirates will work closely to explore implementing promotional activities across select markets. This will include joint marketing and advertising, trade and media familiarisation programmes, with RAKTDA supporting visits through curated ground experiences that showcase the destination and sharing marketing costs for multi-market campaign activities in Ras Al Khaimah’s target markets.
Phillipa Harrison, CEO, Ras Al Khaimah Tourism Development Authority, said: “As we expand our destination offering and cement Ras Al Khaimah’s positioning globally, working with Emirates will help connect the destination with audiences across key international markets. Through our collaboration with Emirates, we aim to build long-term value for our tourism partners and offer travellers more reasons to visit the UAE and explore Ras Al Khaimah.”
Adnan Kazim, Deputy President and Chief Commercial Officer, Emirates, said: “We are proud to support the Ras Al Khaimah Tourism Development Authority and their 2030 tourism targets. Emirates’ network reach of close to 140 destinations provides the scale required to reach new travellers and encourage them to expand their itinerary with the rich experiences Ras Al Khaimah has to offer. As our home and hub, we remain committed to showcasing the UAE’s breadth of attractions and depth of experiences available for visitors.”
Ras Al Khaimah Tourism Development Authority is targeting more than 3.5 million annual visitors by 2030 as the destination continues to expand its offering through new hotel openings, developments by major international hospitality brands and landmark projects. Together, these investments will broaden the choice of accommodation and experiences available to visitors, supporting the emirate’s long-term tourism ambitions and creating further opportunities for collaboration with Emirates and its travel trade partners.