RAK targets UK travel trade to build...

UAE emirate saw 1.28 million overnight UK arrivals in 2024

Ras Al Khaimah tourism bosses are in talks with the UK travel trade to increase visitor numbers as they seek to capitalise on growth in one of their most important source markets.

Last year saw a record 1.28 million overnight arrivals in the emirate, generating a 12% growth in tourism revenues compared to 2023.

There were 57,000 visitors from the UK, up 15% year on year, the highest percentage increase among all source markets.

Iyad Rasbey, Destination Tourism Development Vice-President at the Ras Al Khaimah Tourism Development Authority (RAKTDA), was in the UK recently to speak to trade partners amid plans to step up engagement with operators and agents.

“The UK remains one of our top source markets, in the top three…it is phenomenal,” he said. “They love what the destination has to offer.

“We’re talking to partners about how we can increase the number of visitors in the next five years.”

Iyad Rasbey, Destination Tourism Development Vice-President at RAKDTA

Rasbey said the emirate aims to reach 3.5 million visitors, and boosting numbers from the UK is a key part of that growth plan.

He said there are no direct flights from the UK yet but the tourist authority is in talks with “a couple of potential airlines to have direct connectivity” with Ras Al Khaimah airport.

“We are blessed to be only a 45-minute drive from the busiest airport in the world, Dubai international airport,” he added. “With our national carrier, Emirates Airlines, British Airways and other airlines, they connect us with the major cities in the UK, so we don’t see any connectivity challenges.”

But he added: “To enable us to reach to 3.5 million visitors, we need to enhance the connectivity to the destination. This is something we are working on.”

He said RAKTDA works with more than 15 leading tour operators in the UK and engages with travel agents through roadshows, workshops and fam trips.

“I am a firm believer that fams are the key to success of any destination; they need to feel the destination and understand it and there’s nothing like doing it yourself. This is something that we continue doing from a trade perspective,” he added.

“We have changed the way of doing roadshows in the UK. We used to have one roadshow every year, but in the UK, for the last two years, we changed the approach to a showcase, to cover more than 14 cities every year.

“We are also with OTT [Online Travel Training]. They have been our training platform for the last three years, and it’s a great tool, especially in the UK, because they have a great database.”

A fam trip for nine UK agents took place in March 2025 and an OTT Training webinar for agents is scheduled this month, April.

The tourist board will join two Travel Counsellors TC Together events – with one in London this month and another in Manchester in May – plus a Travel Counsellors Middle East Takeover in York in August. Other events are planned for the summer, including taking part in the Etihad Holidays Roadshow in September.

Anantara Mina Al Arab Resort, Ras Al Khaimah, by Hajar Al Shehhi

Rasbey highlighted how the emirate appeals both to holidaymakers who like to relax at a hotel resort and those who want to explore and join adventurous activities.

Two hotels opened in 2024, Sofitel Al Hamra Beach Resort and Anantara Mina Al Arab Resort, which has the emirate’s first overwater villas.

Rove Al Marjan Island has just opened this month, with 441 rooms, and two more hotels are opening later this year, with more major chain brands in the pipeline for 2026 onwards.

For active holidaymakers, attractions include the world's longest zipline, the Bear Grylls Explorers Camp, the Jebel Jais Sledder mountain coaster in Jebel Jais Adventure Park and 94 kilometres of hiking trails.

Jebel Jais Sledder mountain coaster

Other draws include a pearl farm and desert activities such as dune bashing.

Rasbey highlighted how the destination attracts visitors year-round, with August being the top month in terms of visitor arrivals from the UK.

“We are known to be less congested. The population is only 450,000, although it’s the fourth largest emirate among the seven emirates, so it is not crowded,” he said.

He also noted the importance of sustainability, which has seen Ras Al Khaimah become the region’s first destination to earn the EarthCheck Sustainable Destinations Silver Certification.

“Sustainability is dear to our heart. It’s not a trend or a buzzword; it is something that we continue to include,” he said.

For more information, visit raktda.com

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