The Gulf state of Ras Al Khaimah aims to attract three million visitors by 2025.
The target was revealed as the emirate revealed a new tourism marketing campaign under the ‘I Found Ras Al Khaimah’ tagline.
The new destination push will continue to raise awareness and interest in Ras Al Khaimah while growing its reputation as a leading adventure and leisure tourism hub in the Middle East.
‘I Found RAK’ will be introduced in all Ras Al Khaimah’s key source markets to bolster international arrivals.
The aim is to capitalise on increasing visitor interest from the UK and other countries by highlighting “hidden gems, diverse attractions and adventure”.
The UK market represents around 10-12% of the international market for the Emirate, according to Haitham Mattar, CEO of the Ras Al Khaimah Tourism Development Authority.
Speaking to Travel Weekly at World Travel Market, he said: “They have been growing by 10% year-on-year. It is the second largest market for us.”
Mattar says there has been a huge focus on the nature and adventure tourism for Ras Al Khaimah.
“Our position really allows us to complement rather than compete [with the other Emirates], because we are very different in many ways.”
Adventure tourism such as hiking and biking, and the opportunities for tourists to meet with locals is what helps it to stand out, said Mattar.
Ras Al Khaimah, one of seven emirates that make up the United Arab Emirates, is hosting the Association of Independent Tour Operators overseas conference later this month.
A targeted approach to online marketing is planned while supporting trade and hotel partner relationships, according to the Ras Al Khaimah Tourism Development Authority.
CEO Haitham Mattar, speaking at World Travel Market in London, said: “Ras Al Khaimah has a lot to discover for many of our target markets, and we are excited to launch our latest marketing campaign.
“As we look towards our existing goal of attracting one million visitors by the end of 2018 and our new ambition to attract three million by 2025, it is important that we maintain this momentum and bring the destination to life through impactful global campaigns like ‘I Found Ras Al Khaimah’.
“Our incredible experiences, including the world’s longest zipline, have helped put Ras Al Khaimah on the global tourism map, but we need to continue to showcase the diversity of the destination to travellers from across the globe, so that they have the chance to find Ras Al Khaimah for themselves.”