Ras Al Khaimah Tourism joins forces with Emirates to reignite international tourism
Dubai: There is a particular confidence to Ras Al Khaimah right now. The past six months could easily have forced a tourism destination into defensive mode. Instead, the emirate leaned into what it knew it could deliver — a short break close to home, backed by its mountains, beaches, outdoor experiences and the warmth of Emirati hospitality. And, it found that the domestic market could do more…
Ras Al Khaimah (RAK) is embracing international tourism once again, after months of focusing on domestic visitors amid global travel disruptions. The emirate has partnered with Emirates, a major airline, to reignite interest among overseas visitors. This Memorandum of Understanding (MOU) will facilitate joint marketing, advertising, and shared campaign costs, along with trade and media familiarization programs.
RAKTDA CEO Phillipa Harrison and Emirates' Deputy President and Chief Commercial Officer, Adnan Kazim, are jointly signing the agreement. The partnership aims to leverage Emirates' extensive network of 140 destinations to attract new travelers to RAK. The timing of this initiative is strategic, as the emirate has been successfully catering to domestic tourists during the past six months.
By shifting focus to international markets, RAK hopes to capitalize on the longer stays typically associated with international travel. Record numbers of visitors were reported between January and June 2026, with a 47% increase in domestic arrivals and a Dh104.4 million in room revenue generated by RAK Moments, a campaign targeting niche community interest groups.
Written by urgent.news from Gulf News's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
