RAK tourism development authority eyes mid-market

Ras Al Khaimah's new tourism strategy and rebrand is aimed at boosting visitor numbers across both luxury and mid-market hospitality sectors

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

Ras Al Khaimah’s new tourism strategy and rebrand is aimed at boosting visitor numbers across both luxury and mid-market hospitality sectors.

Ras Al Khaimah Tourism Development Authority (TDA) reported visitor numbers in March 2016 were up 7% on the same time last year, according to Ras Al Khaimah Tourism Development Authority CEO Haitham Mattar.

Speaking to Hotelier Middle East, Matter noted Ras Al Khaimah (RAK) is also targeting the mid-market hospitality sector as the emirate seeks to welcome one million visitors by the end of 2018.

“Mid-market hospitality is definitely a growth market – we are predominantly positioned as a value for money destination with products that meet the needs of every traveller,” said Matter.

“RAK has witnessed 70% growth from the family tourism segment – and millennial arrivals are growing too, thanks to our adventure activities, such as hiking, mountain biking and our mountain zip line – all of which appeal to those interested in the outdoors.”

In March 2016, RAK hotels reported the highest growth in occupancy rate and Rev PAR in the GCC (13.3% hotel occupancy rate growth and 14.1% Rev PAR growth) compared to the same period last year.

“As a result of our research and strategy development, guests can expect to see three-star properties coming to RAK – for example Hilton Garden Inn is coming in the next year or so, in addition to the Golden Tulip Hotel.

RAK hotels reported an occupancy rate of 80.3% in March 2016, up by 13.3% on 2015.

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