RAK TDA launches Vision 2018
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The Ras Al Khaimah Tourism Development Authority (RAK TDA) launched its ‘Vision for 2018’ at the on-going World Travel Market (WTM).
The 2018 Vision provides a strategic roadmap for the emirate’s tourism sector, encouraging growth and diversification across the accommodation portfolio, its tourism offering for both business and leisure travellers, events sector and supporting infrastructure as well as investment into destination marketing campaigns. Other targets include increasing average length of stay from 3.1 days to 3.6 days and encouraging repeat visits.
Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority said: “Ras Al Khaimah has seen impressive growth in visitor numbers across all of our top source markets, and we have laid out the Vision for 2018 to further build on this success.”
The three key areas are enhancing the destination offering by focusing on business and MICE, culture/heritage and events; diversifying source markets and focusing on marketing and insights.
As a source market, the UK plays a significant role. Ras Al Khaimah has set out targets to increase UK visitors from 26,000 in 2014 to 60,000 by end of 2018.
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