• Transform magazine
  • February 22, 2024

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A dream of golden sands

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A visit to the Emirate States will undoubtedly ensure visions of golden sands, turquoise waters and Arabic culture, coincided with all manner of luxury retail service, come true.

Enhanced by the increased provision of affordable flights, wider knowledge of Arabic culture and services catering to western tourists, centres such as Dubai have become synonymous with a desirable destination, the likes of which are unavailable elsewhere. The less well-known but no less attractive Ras Al Khaimah region is no exception.

Contrasting unspoilt natural scenery with the bustling urban metropolis, the Ras Al Khaimah Tourism Development Authority (TDA) hopes to share in this international tourism success. The aim is to attract 820,000 more visitors to the emirate during 2016 – rising to one million by 2018.

The Ras Al Khaimah Tourism Development Authority has thus initiated an extensive project to rebrand the area. Aiming to encourage growing visitor numbers to this relatively new addition to the Middle East tourist map, the Ras Al Khaimah TDA will target visitors from the UK in particular.

Creating and communicating a ‘genuine Arabian experience’ to potential tourists will be the project’s main focus. Cultural heritage is increasingly prevalent as a place branding theme, something the TDA has been eager to capitalise on.

The original Ras Al Khaimah place emblem will be the main focus of a visual campaign which will be rolled out across advertisements in the UK from March 2016. An historic watchtower, the main focal point for the region, is central to the logo, complemented with Arabic typography – these references aim to reinforce the region’s sense of heritage. Beauty of the natural landscape is also a main visual cue, which the TDA hope will reinforce the area’s story and rich, diverse history.

Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority, says, “It is our priority to enhance the destination awareness and demonstrate its diverse natural assets to a global audience, positioning Ras Al Khaimah as a world-class destination of choice for authentic Arabian culture and experiences.”

“We are planning to use every opportunity to demonstrate that our emirate is rich in culture, heritage and traditions.”