Ras Al Khaimah Tourism Development Authority today announced its ‘Vision for 2018’ at leading travel trade exhibition, World Travel Market (WTM) in London, UK, which lays out ambitious plans to attract 1 million visitors to the emirate by the end of 2018.

The 2018 Vision provides a strategic roadmap for Ras Al Khaimah’s tourism sector, encouraging growth and diversification across the accommodation portfolio, its tourism offering for both business and leisure travellers, the events sector and supporting infrastructure as well as the investment into destination marketing campaigns. Other targets include increasing the average length of stay from 3.1 days to 3.6 days and encouraging repeat visits.

Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority, said: “Ras Al Khaimah has already been recognised as the fastest growing emirate in terms of tourism. Under the guidance of His Highness Sheikh Saud Bin Saqr Al Qasimi, the Council Member and Ruler of Ras Al Khaimah, the emirate has seen impressive growth in visitor numbers across all of our top source markets, and we have laid out the Vision for 2018 to further build on this success.”

There are three key areas:
•    Destination offering: Broaden the emirate’s offering and communicate this to our audiences across source markets with a focus on business/MICE, culture/heritage and events
•    Diversifying source markets: Maintain visitor numbers in top markets while working towards increasing the number of visitors from countries that have been identified as having high growth potential
•    Marketing & insights: Amplify marketing efforts on the rebrand and improve insights into travel trends and the travel habits of visitors to Ras Al Khaimah

As one of Ras Al Khaimah’s top source markets, the UK plays a significant role when it comes to the Vision for 2018. To nurture heightened interest in the destination among UK travellers, Ras Al Khaimah has set out targets to increase UK visitors from 26,000 in 2014 to 60,000 by the end of 2018.

“The UK is a key market for us and one that continue to nurture for the future, as highlighted by our decision to launch our Vision here in London. The target increases are significant and to achieve these goals, the Ras Al Khaimah Tourism Development Authority will continue to work closely with both the private and public sector in the emirate and abroad in key source markets around the world,” said Mattar.

The Ras Al Khaimah Tourism Development Authority pavilion at World Travel Market will present a range of hotel brands, attractions and future projects to more than 50,000 senior travel industry professionals, government ministers and international press at the London-based exhibition.

Ras Al Khaimah Tourism Development Authority and partners will be available till November 5 at WTM on stand number ME450. – TradeArabia News Service