A DESTINATION FOR ALL
TBY talks to Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority (RAK TDA), on developing the Emirate's new tourism strategy, attempts to improve air connectivity, and efforts to meet its future targets.
BIOGRAPHY
Haitham Mattar was appointed CEO of RAK TDA in 2015. With over 25 years of experience in global destination and hospitality management and marketing, Mattar has held senior roles with leading global brands, including Marriott, InterContinental Hotels Group (IHG), and most recently Hilton Worldwide. Mattar holds a bachelor’s degree in marketing from the University of Central Florida and an MBA in marketing from the University of Liverpool, having completed a thesis on the sustainability of tourism in Dubai.RAK TDA has a mandate to develop the Emirate's tourism infrastructure and its branding overseas. How did RAK TDA develop a strategy for this?
When I joined RAK TDA I hired a research company to do expansive consumer research for Ras Al Khaimah on our key source markets and future targets. We then commissioned Mckinsey & Company, Hay Group, and TBWA, and subsequently launched our new strategy in January 2016. We launched our new marketing campaigns based on Ras Al Khaimah's new branding, which positions the Emirate as a destination that is available to all, but with a focus on three main segments. Firstly, we want to focus on those who are seeking adventure and want to take advantage of our mountains and natural attractions through activities such as zip-lining in the mountains, diving in the sea, and desert safaris. The second segment is people who want to connect with local Emiratis and learn about its culture, heritage, and history. We have over 18 historical sites, some of which date back 7,000 years. The third segment is wellness seekers. We have the natural Khatt Springs, which have curative properties, and a number of spas.
How does strong air connectivity and quality service complement Ras Al Khaimah as a destination?
We cater to the middle market, which is where we want to position Ras Al Khaimah. The airport works closely with us to achieve the right sort of connectivity to help us reach our growth targets. In 2016 the Emirate had 820,772 visitors and our target for 2017 is to reach 900,000. We have set a target of 1 million visitors by end of 2018. The airport has signed a deal with Qatar Airways that connects us to 170 destinations, but the key focus remains Europe and Russia. Similarly, the airport also cooperated with Air India to further develop the Indian market. That has become our fourth-largest market, with fantastic growth of 28.1% in 2016. Russia is our number three market with an increase of 19.5%. Germany remains Ras Al Khaimah's top market with a growth of 24.6% even though the total number of outbound tourists from Germany has only grown by 3%. This means we have managed to capture a higher share of the German market compared to other destinations. Most of those arrangements involved co-marketing, so we put up dollar for dollar to market Ras Al Khaimah as a destination.
What investments and infrastructure need to be developed to meet your 2025 target of 3 million visitors per annum to Ras Al Khaimah?
There are two aspects, the first being supply, or hotel rooms and accommodation. The second aspect is demand generators or attractions. We do a combination of investing in attractions and also invite partners to invest with us for others. We work to our strengths and focus on culture and heritage, adventure, and wellness experiences. This will differentiate Ras Al Khaimah and allow us to complement the offerings of Dubai, Abu Dhabi, and the other Emirates. Ras Al Khaimah's increasing hotel and resort portfolio is expected to grow by more than four thousand rooms over the next three years. Targeting one million visitors by the end of 2018, we revealed during ATM 2017 the latest hotel signings to accommodate increased arrivals to the emirate. Attracted by continued high occupancy levels and growing RevPAR rates, in addition to the cost of land in Ras Al Khaimah being lower than in neighboring destinations, RAKTDA has announced an anticipated 4,445 new rooms to open over the coming years, ranging from three to five star properties. We seek to pitch some key factors to investors considering Ras Al Khaimah. Firstly, we are the fastest-growing destination in the UAE and the region. Secondly, we recorded a 10% increase in hotel occupancy throughout 2016, reporting an average of 71% from January to December, and an average hotel occupancy of 75% in the first quarter of 2017. We are also confident that the demand generators we are building here will help drive our target.
A DESTINATION FOR ALL
TABLE OF CONTENTS
Focus: India Relations
The Indy 100
Ras Al Khaimah is already home to 6,000 Indian-owned companies operating within the Emirate's free zones. With UAE-India trade exchange looking set to reach USD100 billion in less than five years, more investors will be drawn into the Emirate's stable environment and low operating costs.<br>
read articleForeword
HH Sheikh Saud Bin Saqr Al Qasimi, Member of the Federal Supreme Council and Ruler, Ras Al Khaimah
HH Sheikh Saud Bin Saqr Al Qasimi, Member of the Federal Supreme Council and Ruler of Ras Al Khaimah, on what makes the Emirate such a great place to visit, do business, and invest.
read articleInterview
HH Sheikh Mohammed bin Saud bin Saqr Al Qasimi, Crown Prince, Ras Al Khaimah
TBY talks to HH Sheikh Mohammed bin Saud bin Saqr Al Qasimi, Crown Prince of Ras Al Khaimah, on the fundamentals behind the Emirate's strong growth and the work that goes into improving the economic outlook for the next generation.
read articleGuest Speaker
Masood Ahmed, Director of the Middle East and Central Asia Department, IMF
TBY talks to Masood Ahmed, Director of the Middle East and Central Asia Department at the IMF, on how the UAE is balancing public spending amid low oil prices and reaping the benefits of a diversification drive.
read articleInterview
HH Sheikh Ahmad bin Saqr Al Qasimi, Chairman, RAK Free Trade Zone (RAK FTZ) & RAKIA
TBY talks to HH Sheikh Ahmad bin Saqr Al Qasimi, Chairman of the RAK Free Trade Zone (RAK FTZ) & RAKIA, on the establishment of the free zone, the benefits of operating in the zone, and attracting international clients.
read articleFocus: Free Zones
Strong pillars
If diversification is the mantra, economic stability is the endgame. RAK Free Trade Zone (RAK FTZ) embodies that drive, offering bargain prices for companies to set up within its borders. Over the years it has worked hard to attract a melting pot of businesses from a widening pool of investors.
read articleFocus: SME's
The Best Things Come in Small Packages
With loan defaults of up to US1.7 billion in the UAE and skip cases well documented, the challenge for the RAK government is to stimulate appropriate financing for the SME segment, boosting the economy with a flow of capital while making the segment more attractive for investors and entrepreneurs alike.
read articleInterview
Richard Menezes, Vice Chairman & Managing Director, Utico
TBY talks to Richard Menezes, Vice Chairman & Managing Director of Utico, on what the first private joint venture in the Middle East means for the company and how it is set to transform the landscape for years to come.
read articleFocus: Solar Energy
Using the Bright Light
When it comes to clean energy solutions, Ras Al Khaimah is just as active as its neighboring Emirates. Through investment in research centers and the promotion of private investment opportunities, Ras Al Khaimah's government is focusing its efforts on engaging industry and academia to push solar into a stronger position in the energy economy.
read articleInterview
Dr. Saif M. Al Ghais, Executive Director , Environment Protection & Development Authority (EPDA)
TBY talks to Dr. Saif M. Al Ghais, Executive Director of the Environment Protection & Development Authority (EPDA), on the importance of safeguarding the environment, its biggest achievements, and its efforts to regulate growth in the industrial sector.
read articleFocus: Raw Materials
Rocking All Over The World!
The development of the Gulf would have never been possible without the rocks and cement that came from Ras Al Khaimah. The Emirate's mountains have long provided the necessary materials to support the development all of the GCC's megaprojects and icons such as Palm Jumeirah and the Burj Khalifa.
read articleFocus: Manufacturing
Solid Backbone
Manufacturing accounts for 53% of non-oil trade in Ras Al Khaimah, making it a key driver of the Emirate's economic development. Its diverse pool of manufacturers helps the market maintain its resiliency amidst a landscape of turbulent commodity prices.
read articleInterview
HE Sheikh Eng. Salem bin Sultan Al Qasimi, Chairman, Department of Civil Aviation, Ras Al Khaimah (RAKDCA)
TBY talks to HE Sheikh Eng. Salem bin Sultan Al Qasimi, Chairman of the Department of Civil Aviation, Ras Al Khaimah (RAKDCA) & Chairman of RAK International Airport, on the role of the organization and the development of aviation in RAK.
read articleFocus: Low-cost Carriers
Low-cost Hero
At its 40th year anniversary, RAK Airport has set a clear strategy to become the major hub for low-cost carriers in the Middle East. Having experienced a 36% growth in aircraft movement and a 17% rise in passenger traffic in 2015, the airport is hungry for new deals that could bring further growth in the upcoming years.
read articleFocus: Medical Tourism
The secret recipe
The rapid globalization of tourism and healthcare, the increasing dependence on technology, the unequal access to health resources, and the privatization of healthcare have led to an unprecedented growth in medical tourism. The UAE, unable to compete on price with the leading medical tourism destinations, has capitalized on quality, no queues for treatments, and English-speaking medical staff.
read articleInterview
Dr. S Gurumadhva Rao, Vice Chancellor , RAK Medical & Health Science University (RAKMHSU)
TBY talks to Dr. S Gurumadhva Rao, Vice Chancellor of the RAK Medical & Health Science University (RAKMHSU), on the main achievements of the institution over its first decade and the state of higher education in the Emirate.
read articleInterview
Prof. Hassan Hamdan Al Alkim, President , American University of Ras Al Khaimah (AURAK)
TBY talks to Prof. Hassan Hamdan Al Alkim, President of the American University of Ras Al Khaimah (AURAK), on its emphasis on quality education, its expansion plans, and attracting more universities to the Emirate.
read articleFocus: Labor Market
Earning Full Marks
One side effect of Ras Al Khaimah's efforts to further diversify its economy is the growing need for specialized skills and talented individuals. This leaves a huge opportunity for new universities to fill in the market's needs and push existing institutions to develop courses that are closely aligned with the demands of the labor market.
read articleInterview
Dr. Natasha Ridge, Executive Director , Sheikh Saud Bin Saqr Al Qasimi Foundation for Policy Research
TBY talks to Dr. Natasha Ridge, Executive Director of the Sheikh Saud Bin Saqr Al Qasimi Foundation for Policy Research, on the foundation's work in social research, applications of its findings, and upcoming projects in the pipeline.
read articleInterview
Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (RAK TDA)
TBY talks to Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority (RAK TDA), on developing the Emirate's new tourism strategy, attempts to improve air connectivity, and efforts to meet its future targets.
read articleFocus: Eco-tourism
A Distinctive Combination
Ras Al Khaimah is focusing on promoting its natural assets, history, and culture, with a range of activities to showcase its authentic Arabian heritage. Investors looking into eco-tourism will most definitely benefit from the highest mountains in the UAE, expansive beaches, and desert wildlife reserve.
read article