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Emirate aims to attract 1.5 million visitors by 2021
New deal to promote RAK’s famous beaches, forts and other sights
Deal was signed by RAK TDA and the ECTAA
Ras Al Khaimah Tourism Development Authority (RAK TDA) and the European Travel Agents’ and Tour Operators’ Associations (ECTAA) has entered into an agreement to boost European outbound tourism to the emirate over the coming years. The deal was signed in RAK by Haitham Mattar, CEO of RAK TDA, and Michel de Blust, the ECTAA’s secretary general.
According to the agreement, the ECTAA will pledge to promote RAK to European tourists, positioning it as a preferred destination, showcasing the emirate’s 64 kilometres of beaches, historic forts, natural landscapes and tourist attractions like the world’s longest zipline.
Called the Preferred Destination Programme, the deal involves two meetings every year, the first of which will be held this year in Poland in June, with the second in RAK in December. In a statement, Mattar stated that RAK aimed to boost its tourist numbers to 1.5 million by the end of 2021, and 3 million by 2025. He stressed the importance of showcasing RAK’s diverse offerings to tourists visiting from Europe.
Our recent Q1 2019 UAE Property Market Report also indicated new projects in RAK’s hospitality segment – all part of a push to increase tourism’s share of the emirate’s GDP to 10% by 2025. With new government initiatives and agreements like the Preferred Destination Programme, tourism is expected to receive a boost in RAK over the coming years.
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BA (Hons) DipM
Head of Marketing
Sarah-Jane joined Cavendish Maxwell in January 2020 as Head of Marketing and is responsible for the development of the marketing strategy and execution across the Middle East region. An energetic and results driven marketer, Sarah-Jane possesses a wealth of multi-channel marketing experience, within both B2B and B2C environments which she has gained over a 25 year career. Prior to joining Cavendish Maxwell, Sarah-Jane held senior marketing positions for major developers in Dubai including Emaar, Dubai Properties and Dubai Sports City. She also worked for IWG as the Regional Marketing Director responsible for the MEA and APAC regions. Before relocating to the UAE in 2005, Sarah-Jane held various management roles in public and private sector companies in the UK including ten years at Royal Mail and seven years at the Bank of America.
Sarah-Jane is a member of the Chartered Institute of Marketing and has a BA(Hons) Degree in Business and Marketing