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Strategic Vision

Our vision is to inspire travelers by delivering sustainable nature-based adventure and authentic cultural experiences.

Strategic Mission

Our mission is to transform Ras Al Khaimah’s tourism industry into a sustainable driver of the economy of the Emirate. To achieve our mission, we will:

  • Diversify and enhance the visitor experience in Ras Al Khaimah through differentiated product development that is tightly aligned with our vision
  • Position and promote Ras Al Khaimah’s tourism offering in targeted international markets to generate higher yield customers throughout the year
  • Expand tourism-driven employment, particularly for Emiratis and Ras Al Khaimah residents
  • Raise the overall competitiveness of Ras Al Khaimah’s tourism industry to attract new and local investments

Strategic Pillars and Objectives

To achieve Ras Al Khaimah’s tourism vision, mission and KPIs, we will execute the strategy during the 2019-2021 period along four strategic pillars and 20 objectives that collectively will enable us to achieve our goals.

Pillar 1

Destination Marketing Present Ras Al Khaimah to the World

Pillar 2

Tourism Destination and Product Development Create distinctive visitor experiences based on authenticity and differentiation

Pillar 3

World-Class Human Capital Provide world-class service commensurate with our brand promise

Pillar 4

Enabling Environment for Sustainable Growth Supporting industry enablers: Sustainability, Governance, Quality Assurance, Planning, Enterprise Development and Investment

Mission and Values

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