Ras Al Khaimah’s Focus On Europe Pays Dividends with 28% Increase in Visitors in European Visitors

European Roadshow image

Category Public Relations

Date 12 Jun 2018

  • As part of its Destination 2019 strategy, Ras Al Khaimah Tourism Development Authority (RAKTDA) has significantly increased its destination promotion in Europe
  • In 2018, representatives visited 4,000 travel agents in 45 European cities
  • Visitors from Europe have increased by 28% so far this year as a result

Ras Al Khaimah Tourism Development Authority (RAKTDA),the government body responsible for promoting the destination in key international and regional markets, has further strengthened its position in in Europe with targeted industry initiatives in the first 5 months of the year.

As part of RAKTDA’s destination 2019 strategy, increased emphasis has been put on growing further awareness of the breadth of offer in key European markets. The first half of 2018 has seen a further boost of RAKTDA’s promotional efforts with visits to more than 4,000 travel agents in 45 European cities.

Last week, the European roadshow headed to Germany and Switzerland, with CEO Haitham Mattar visiting Mannheim, Nuremburg, Hanover and Zurich to meet industry representatives and introduce Ras Al Khaimah’s diverse and spectacular beach, desert mountain, and adventure offering.

Germany is already a key market for Ras Al Khaimah and combined with other key European markets including UK, Nordics, Poland and the Czech Republic accounted for a large portion of the increasing international visitor arrivals to the emirate. UAE arrivals now account for 30% of the growing number of visitors travelling to the destination.

RAKTDA has also increased its presence on the ground in Europe with a growing network of representation and promotion offices, with the latest office opening in Stockholm to support the Nordic region in April 2018.

Haitham Mattar, Chief Executive officer of Ras Al Khaimah Tourism Development Authority said: “We have seen significant growth in European Markets, particularly in the first part of this year which was up 28% when compared to the same period in 2017. As we look towards our goal of 1 million visitors by the end of 2018 and 3 million by 2025, it’s important that we maintain this momentum, as such we are investing in promoting our offer across the European market. Our incredible experiences such as the world’s longest zip-line have helped put Ras Al Khaimah on the world map, but we need to continue to showcase the diversity of the destination to our core audiences in Europe.”

“Our ongoing roadshow programme has taken Ras Al Khaimah to Ukraine, Norway, Finland, Sweden, Poland, Czech Republic, Hungary, Kazakhstan, Russia, UK, culminating in Germany and Switzerland last week and is a great vehicle to tell the story of the accessible Arabian hospitality and year round sunshine we offer visitors in Europe and beyond.”

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