Ras Al Khaimah targets ‘untapped’ UK market for tourism growth
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Ras Al Khaimah is looking to the UK’s “untapped” travel market to drive the destination’s tourism growth.
The destination, which attracted 35,000 Brits in 2015, up 24% on the previous year, has even re-positioned its brand with UK travellers in mind, Haitham Mattar, Head of Tourism of the Ras Al Khaimah Tourism Development Authority (TDA), has revealed.
This new brand identity is being coupled with a social media, marketing and advertising campaign with a view to attracting 46,000 UK arrivals in 2016.
“The UK is our second biggest source market in Europe after Germany and a key focus for us,” Mattar told Travel Daily UK.
“It has proven to be a resilient travel market; in good and bad times, Brits continue to travel.”
Last year Ras Al Khaimah TDA joined forces with market research firm TNS to help the entity understand “what British travellers look for when they travel”.
“The assumption is that they want sun and sand, but they also seek educational, cultural, and heritage-based experiences,” said Mattar. “They seek to connect with the locals and with other cultures and that’s helped us in our brand re-positioning. As a result, we are starting to connect with the tourists who want to see more of our assets – the beautiful desert and historical sites that date back 7,000 years. We offer authenticity”.
Ras Al Khaimah’s rebranding campaign emphasises the importance of Ras Al Khaimah’s historical assets.
It brings together a modern take on calligraphy and a contemporary watch tower emblem to reflect Arabian heritage and authenticity
This new brand identity is being supported by consumer and trade advertising, joint marketing initiatives with key trade partners, and a social media campaign designed to “bring the destination to life”.
Ras Al Khaimah is also forging strategic alliances with UK tour operators and is in discussions with British Airways and Virgin Atlantic to do the same.
With Ras Al Khaimah just 45 minutes by road from Dubai International Airport, which is now the biggest airport in the world for passenger traffic, the “headroom for growth is tremendous”, said Mattar.
Ras Al Khaimah International is also gaining prominence and on February 2, Qatar Airways started non-stop services to the airport, after entering a strategic partnership with Ras Al Khaimah TDA.
The carrier flies an A320 to the emirate four times weekly, connecting Ras Al Khaimah to its network of more than 150 destinations globally via its Doha hub, including London Heathrow, Manchester and Edinburgh, soon to be joined by Birmingham.
“Our partnership with Qatar Airways is a major milestone for us,” said Mattar.
“The joint marketing campaigns we are doing with Qatar Airways and tour operators in the UK will have a real impact [on UK tourism to Ras Al Khaimah].”
For travellers and travel trade professionals yet to visit Ras Al Khaimah, Mattar outlines its selling points succinctly: “It’s predominantly a beach resort destination that offers the connection with Arabian authenticity and delivers an experience that enables you to understand culture and heritage. It also allows you to connect with yourself and nature” he said.
“The key component is our natural assets: we have the highest mountains in the UAE; historical sites; virgin beaches, unspoiled by construction; and we’re at the tip of the Gulf with open sea, creating a more natural beach experience.”
Ras Al Khaimah TDA is rolling out its new brand identity and marketing campaign now, with official launches planned for upcoming events including ITB Berlin next month.
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