Ras Al Khaimah Tourism Development Authority (RAKTDA) and Emirates airlines have signed a Memorandum of Understanding (MoU) designed to stimulate traffic to the emirate from select markets within the airline’s network.
The MoU was signed at the Arabian Travel Market in Dubai by Adnan Kazim, Emirates’ deputy president and chief commercial officer and Phillipa Harrison, CEO of Ras Al Khaimah Tourism Development Authority.
Under the agreement, RAKTDA and Emirates are to explore joint marketing and advertising across select markets, and organising trade and media familiarisation programmes.
The parties will explore developing bespoke products and packages for Emirates customers, to be promoted directly through ‘Dubai Experience’ on the airline’s website, alongside incentives for tour operators and the wider travel trade. RAKTDA and Emirates will also explore opportunities to share insights that identify which traveller segments are prioritised and leveraged across marketing campaigns.
Harrison 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.”
Kazim noted: “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.”
Located 45 minutes from Dubai International Airport, Ras Al Khaimah offers 68 kilometres of coastline, desert dunes, and Jebel Jais, the UAE’s highest mountain.
Ras Al Khaimah Tourism Development Authority is targeting more than 3.5 million annual visitors by 2030 and is opening many new hotels, including developments by major international hospitality brands.
