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Ras Al Khaimah Website Launches on a World Stage

24th November 2016

Categories: Our News

World Travel Market London provided the perfect opportunity for the emirate of Ras Al Khaimah to be propelled into the tourism spotlight before a global audience earlier this month.

The event was a platform for the launch of the first site in the Middle East for New Mind | tellUs and a key component of the Ras Al Khaimah Tourism Development Authority's (RAK TDA) ambitious plans to grow the destination's tourism economy.

Ras Al Khaimah web site live

Ras Al Khaimah is one of the seven emirates which comprise the federation of the United Arab Emirates (UAE).  The destination's name is literally translated as 'top of the tent' due to its geographical location at the Northern tip of the UAE.   The emirate's desert climate (hot in the Summer and mild in the Winter) plus its unique combination of four different landscapes (fertile plains, striking mountains, coastal beaches and mangroves) has created a diverse and fascinating destination.

High impact imagery and video have been incorporated within the destination's newly designed brand identity to convey an Arabic feel and personality.  The site emphasises the unique Arabian experience which Ras Al Khaimah has to offer, encouraging visitors to get closer and immerse themselves in the Arabic traditions of falconry, camel racing and horse riding and explore its diverse natural environments.  Positioning the destination as 'an oasis for outdoor discovery', visitors are invited to embark on a series of adventures, from hiking to scuba diving.  The site's accommodation content is plentiful too comprising everything from  luxurious five-star hotels to desert campsites.

There's an abundance of ideas too for visitors who need a little inspiration. The sites '24 hours in Ras Al Khaimah' section includes a selection of bespoke itineraries, themed on culture, adventure or family, depending on the visitors' requirements or the 'top 10 things to do' ensures that the destination's key tourism assets are not overlooked.

Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority comments "The launch of our new website comes at the end of a very successful year for the destination. We launched our first Tourism Strategy, Destination 2019 with a vision to reach 1 million visitors by the end of 2018. This was followed by a rebrand of Ras Al Khaimah Tourism based on our new value proposition and positioning around authentic Arabian nature and culture based experience.

Our new destination video won a prestigious Telly Award out of 13,000 entries worldwide. It is only right that we now showcase the incredible assets that Ras Al Khaimah has to offer visitors through our new website, which is just one step on the journey for our ambitious digital strategy. "

Richard Veal, Managing Director of New Mind | tellUs UK comments: "We are delighted to have the opportunity to work with RAK TDA.  This project is our first in the Middle East and Ras Al Khaimah is a fascinating destination with a world class team of experienced professionals working together to tell its story.   

For New Mind | tellUs this is a 'place making' project rather than purely an opportunity to improve the presentation of the destination so we look forward to seeing Ras Al Khaimah establish a reputation as a top priority for visitors wanting a truly authentic Arabian experience."   

Future development plans include the release of Arabic, German and Russian language versions and the launch of a corporate site.

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