RAK Tourism re-brands, clarifies 2014 drop

Emirate's hotels report room 66.6% occupancy for February 2016, and will add 3600 rooms by 2019

Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority.
Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority.

Ras Al Khaimah Tourism Development Authority has unveiled its new brand identity, which aims to reposition the destination in line with its vision and revised strategy.

RAK TDA CEO Haitham Mattar also clarified that the supposed drop in visitor numbers was not entirely accurate in 2013 and 2014.

It was previously reported that the emirate had hit its proposed target of one million tourists at the start of the decade, but faced a decline in 2013-14.

Mattar, however, clarified that the number related to “room nights and not visitor numbers”.

“Our aim is to achieve the one million tourist mark by 2018, our visitor nights have surpassed that number long ago,” he told Hotelier Middle East exclusively.

The new brand identity and repositioning of the Ras Al Khaimah’s tourism offering will drive the emirate’s plans of growing tourist number by 100,000 over 2015’s figure to 840,000 tourists by the end of 2016.

Mattar said: "Our new branding strategy and logo reflect the evolution of the destination, its vision for the future, as well as the authenticity which Ras Al Khaimah offers. It is our priority to enhance the destination and demonstrate its rich Arabian culture, heritage and traditions to a global audience.”

Mattar shared exclusive figures of hotels February performance in Ras Al Khaimah. “YTD February 2016, we have a leading RevPAR growth across the GCC of 8.7%. We are also leading in occupancy across the GCC with a growth of 20.8% (YTD February 2016).” Occupancy for this time stands at 66.6% for the same period.

“Room revenue has grown by 5.6% and the contributors to growth are Germany (125%), with 16,000 visitors YTD; UK (3.4%), with 5,500 visitors; India (27%), with 4,800 visitors, Russia with 4000 visitors.” Mattar added.

Ras Al Khaimah will see the addition of 3,600-odd rooms, which will be live by 2019. The new inventory will add to the 5,000-odd rooms the emirate is currently home to.

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