Ras Al Khaimah boosts tourism with Emirates partnership

The Ras Al Khaimah Tourism Development Authority (RAKTDA) has finalized a memorandum of understanding with Emirates to drive tourism growth and establish the emirate as a worldwide travel destination. The deal, formalized by Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, and Phillipa Harrison, CEO of RAKTDA, will concentrate on coordinated marketing initiatives, advertising campaigns, and trade programs designed to draw visitors from key markets served by Emirates’ extensive network.

Under the partnership, both parties will share expenses for targeted campaigns aimed at Ras Al Khaimah’s primary markets. RAKTDA will organize on-the-ground experiences showcasing the emirate’s top attractions, while Emirates will feature customized travel packages through its Dubai Experience platform. Additional incentives for tour operators will further encourage exploration of the broader UAE region.

Ras Al Khaimah has set an ambitious goal of hosting more than 3.5 million visitors per year by 2030, a target supported by ongoing hotel developments and major hospitality projects. This initiative complements the UAE’s broader tourism strategy, which seeks to position the country as a complex destination extending beyond Dubai’s reputation.

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Harrison said, “As we expand our destination offering and cement Ras Al Khaimah’s positioning globally, working with Emirates will help connect the destination with audiences across key international markets. Through our collaboration with Emirates, we aim to build long-term value for our tourism partners and offer travellers more reasons to visit the UAE and explore Ras Al Khaimah.”

Kazim said, “We are proud to support the Ras Al Khaimah Tourism Development Authority and their 2030 tourism targets. Emirates’ network reach of close to 140 destinations provides the scale required to reach new travellers and encourage them to expand their itinerary with the rich experiences Ras Al Khaimah has to offer. As our home and hub, we remain committed to showcasing the UAE’s breadth of attractions and depth of experiences available for visitors.”

The agreement reinforces Ras Al Khaimah’s development plans, which include new hotel openings and landmark projects aimed at achieving its 2030 visitor milestone. These efforts reflect the emirate’s commitment to diversifying its tourism portfolio while maintaining alignment with national growth objectives.