RAK eyes Chinese markets to harness huge tourism opportunities

Ras Al Khaimah Tourism Development Authority (RAK TDA) is keenly eyeing potential of the Chinese market as ‘One Belt, One Road' signals a major opportunity to welcome Chinese business and leisure travellers as well as tourism investment to the emirate. 

RAK TDA therefore hosted a handful of the UAE's top destination management companies that target the Chinese market for a two-day immersive tour of the emirate. 

This initiative, forming one of many, comes as the Authority reveals that it is firmly focused on leveraging the China National Tourism Administration's plans to send 150 million travellers to countries along the ‘One Belt, One Road' in the next five years. 

CEO, RAK TDA, Haitham Mattar commented, "Following our recent announcement of a strategic partnership with Ctrip, China's largest online travel agency, we are positioning Ras Al Khaimah as a tourism investment and travel destination of choice, contributing significantly towards our goal of attracting one million visitors by the end of 2018." 

Designed to stimulate Chinese visitor numbers, the initiative offered industry decision-makers insight into the emirate's tourism product, including its mid-scale to luxury hotel proposition, attractions and cultural sites. 

DMCs acquired a strong understanding of Ras Al Khaimah's tourist offering for cultural explorers, wellness seekers and active adventures. 

Mattar said, "As Ras Al Khaimah witnesses continued indications of positive growth from China, we are constantly looking at ways to capitalise on partnerships and investment opportunities. We recently visited China to meet with top tour operators and travel agencies and have also commissioned a study on the preferences and needs of Chinese travellers. This helped us identify that our authentic culture and heritage offering is a perfect fit, given our archaeological sites, heritage, stunning natural landscapes and Arabian hospitality." 

Source: WAM