Today's Edition
MAYS IBRAHIM (ABU DHABI)
Tourists in Ras Al Khaimah will soon be able to earn digital rewards, thanks to a new blockchain-powered loyalty programme called RAK Rewards.
This initiative was launched by the Ras Al Khaimah Tourism Development Authority (RAKTDA), in a bid to future-proof its tourism offerings, in partnership with Open World.
“Technology plays a key role in enhancing the visitor experience and driving tourism forward,” Raki Phillips, CEO of RAKTDA, said in an interview with Aletihad on the sidelines of Arabian Travel Market (ATM) 2025.
RAKTDA is also integrating artificial intelligence in its day-to-day operations and booking systems to make the travel planning process more seamless for users.
Breaking Records, Unlocking New Markets
The emirate’s tech-forward approach is buoyed by strong growth figures. In 2024, the emirate welcomed 1.28 million visitors, marking a 12% year-on-year increase, according to Phillips.
The MICE (Meetings, Incentives, Conferences and Exhibitions) sector alone saw a 40% surge, he noted.
Key to this growth has been strategic market expansion. “We saw China enter our top 10 source markets. This is a market that a couple of years ago was non-existent to us,” Phillips noted, citing successful partnerships with Huawei and Trip.com to target Chinese travellers.
In the first quarter of 2025, visitor numbers have already grown 10% year on year, and the emirate is on track to triple its visitor numbers to 3.5 million and double its hotel room inventory to over 15,000 by 2030.
“This year, we are putting significant effort into targeting the GCC market, which has always been a key source of visitors,” Phillips said.
He noted that the ATM 2025 has been an ideal platform to continue showcasing Ras Al Khaimah’s offerings to this demographic.
Ras Al Khaimah International Airport welcomed 670,000 passengers in 2024, with plans to increase that number to over 2 million by the end of the decade.
The emirate is working closely with Air Arabia, Indigo, and other airlines to expand routes, with potential announcements coming soon, according to Phillips.
He added that the unified, Schengen-style GCC visa — expected to launch later this year — is expected to enhance regional tourism and visitor mobility through enabling seamless travel across all six GCC countries.
Accessibility isn’t just about airlift. RAKTDA is also working with Sage Inclusion to audit and enhance the destination’s inclusivity, catering to a wide range of mobility, cognitive, sensory, and other accessibility needs.
“For us, it's not just about having wheelchair-accessible hotels – it's about ensuring the entire tourism experience meets the full range of needs required for true inclusivity,” said Phillips.
Targeting the High-End Traveller
Luxury is a central pillar of RAK’s growth strategy. Phillips noted that currently, 50% of its hotel inventory is in the five-star segment, with new properties like the Four Seasons, Fairmont, W Hotel, and Nobu set to elevate the luxury offering to 60–70%.
The emirate is already home to high-end resorts such as The Ritz-Carlton Al Wadi Desert, Waldorf Astoria, InterContinental, and Sofitel.
Looking ahead, RAKTDA envisions tourism forming a third of Ras Al Khaimah’s economy within the next decade. “Today, tourism is already the fastest-growing contributor to our GDP,” Phillips said. “We’re also committed to being a leading employer and enhancing the overall livability of the destination.”
