Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), praises the region’s efforts in becoming a destination leader in sports tourism and hails sustainability efforts that are making Ras Al Khaimah the destination of the future.
Speaking to Travel Bulletin, Raki Phillips discussed how Ras Al Khaimah has established itself as a rising star in the sports sector, tailoring its tourism offering to match the surge in demand for the global trend.
“The destination is building on a strong track record for hosting global sports events, with over 50 events held each year, showcasing Ras Al Khaimah as a leading destination for adventure and sporting events in the region.
“This November, the Minifootball World Cup will be hosted in Ras Al Khaimah, marking the first time ever this premier event is held in the Middle East. This major international competition will bring 32 national teams and their fans to the Emirate for 10 action-packed days of matches fanfare. Other high-profile international events on the Emirate’s calendar include the Ras Al Khaimah Half Marathon, which attracts more than 5,000 participants a year; the DP World Tour golf championship; the region’s first specially curated hiking experience, HIGHLANDER; as well as various triathlon events.
“We have also incorporated sports into our trade events and activities. For our trade partners in the UK this year, RAKTDA hosted the first official edition of RAK5ives, a five-a-side event that brought together some of our key partners to take part in a competitive and equally exciting game of football.”
The Emirate has already bolstered 600,000 visitors for the first half of the year, and Raki outlined how the destination plans to maintain this growth and the benefits that will have for the trade.
“We are strengthening the Emirate’s hospitality offering with 21 new properties in the pipeline over the next few years. This indicates a significant 80% growth over current capacity to meet the rise in demand for accommodation options in the Emirate.
“We are also expanding direct connectivity to the Emirate via strategic airline partnerships such as our partnership with Qatar Airways for daily direct flights to Ras Al Khaimah International Airport starting this November. Our destination tourism development team will also attend no less than 16 trade events in the second half of 2023 across the UK and Ireland with plans for further dedicated trade events in 2024. There is also continued investment into regular FAM trips to the destination alongside the RAK Rewards booking incentive programme for travel agents.”
Beyond the region’s impressive catalogue of tourism ventures, Raki stressed the importance of accelerating sustainable agendas alongside its tourism offering and making sure the two can coincide in harmony.
“We have scaled up sustainability at the destination level – moving beyond siloed actions by individual businesses to encouraging a strong ESG framework across the entirety of the tourism ecosystem.
“Sustainable, balanced, and focused developments are also at the heart of our strategies, with the Emirate committing £100 million towards the development of purpose-driven tourism projects that will enhance its natural environment, including sustainable accommodation.
“We are also embracing accessibility and inclusive tourism. We have recently engaged with accessibility experts to map out the consumer journey in Ras Al Khaimah from the eyes of the traveller with a determined spirit and asked how we can truly embrace this important travel audience.”
“As a destination of the future, driven by sustainability, accessibility, and diversification, we are setting a precedent for responsible tourism that resonates with conscious travellers worldwide. Through this approach, various strategic partnerships, and the pursuit of balanced growth, Ras Al Khaimah is charting a course towards a future where economic success and environmental preservation go hand in hand.”
