What were the headline results and deeper performance metrics?
Ras Al Khaimah ended 2025 with 1.35 million overnight arrivals and a 12 per cent revenue increase. Quality also improved: longer stays, higher spend per visitor, and more repeat visits, with shoulder-season demand rising and seasonality decreasing. These metrics indicate the Emirate is boosting yield and reach.
Which markets and product segments fuelled growth?
Growth was broad: India, China, the UK and Russia delivered double-digit gains, with new routes boosting flows from Romania, Poland, Uzbekistan, and Belarus. High-value MICE (Meetings, Incentives, Conferences, and Exhibitions) and Weddings rose 25 per cent, while niche segments such as wellness, culinary, heritage, adventure, and family tourism grew as product diversity expanded.
How did events, culture and digital marketing contribute?
Signature events like the RAK Half Marathon, the UAE Tour, HIGHLANDER, and the RAK Art Festival boosted occupancy and global visibility. Marketing efforts, targeted campaigns, source-market activations, OTA partnerships, booking integrations, and BeRAK tools all improved conversion rates. Social media and earned media expanded the Emirate’s story to new audiences.
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What progress was made on hotels and infrastructure?
New openings and pipeline commitments from global brands support the goal to double hotel keys by 2030. Wynn Al Marjan Island topped out; Marjan Beach and RAK Central advanced. Access improved with new air routes, strengthened airline ties, expanded cruise capacity via a Celestyal partnership, and plans for a LEED Gold–targeted VIP terminal. Intra-destination mobility, inter-emirate links, and EV charging plans are being rolled out to enhance the visitor experience.
How is Ras Al Khaimah preparing for sustainable, people-centred growth?
Leadership under Phillipa Harrison emphasises long-term value through sustainability goals such as reducing carbon and water use, achieving LEED/BREEAM certifications, diverting waste, and protecting marine conservation. Visa and trade incentives eased conversion. Workforce initiatives, training, supplier development, job creation beyond Wynn, and the RAK Tourism Excellence Awards highlight a people-first approach that links community benefit to tourism growth.
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