New strategy draws on fulfilling moments in ‘The Northern Emirate’
Ras Al Khaimah Tourism Development Authority (RATKDA) has unveiled a new vision and destination brand today at the Arabian Travel Market (ATM) 2021. At the heart of this is the Emirate’s identity as a nature based travel destination, offering fulfilling moments inspired by nature’s wonders. This new identity fits seamlessly with an Emirate famed for its mountain peaks, sprawling deserts and pristine beaches and elevates it to even greater heights.
Inspired by Ras Al Khaimah’s spectacular topography, its unique panorama and its cooler summer climate, this identity underscores awe-inspiring moments in the UAE’s northernmost Emirate – a destination with an unrivalled appeal for those seeking ‘a sense of place’ and wanting to truly ‘live’ the destination’
Drawing on Ras Al Khaimah’s extensive and diverse natural outdoor environment as its greatest asset, the Emirate’s new destination strategy focuses on nature, leisure, adventure, accessibility and authenticity. Appealing to those seeking safe and expansive experiences in the new normal of travel, the new positioning aims to capture the imagination of a growing segment of travellers who desire something different in the new normal – one that is defined by sustainability, wellness, adventure and unchartered moments.
It also builds on the advances that the tourism authority has already made in promoting Ras Al Khaimah’s unique attributes to visitors, efforts that have been recognised with the Emirate named the Gulf Tourism Capital for both 2020 and 2021 by Gulf Cooperation Council tourism ministers. Acknowledging its safe environment for visitors, Ras Al Khaimah became the first city in the world to be certified as ‘safe’ by Bureau Veritas and the first Emirate to receive the World Travel And Tourism Council (WTTC) ‘Safe Travels’ stamp.
“Our new identity and brand taps into a growing wellspring of requirements and desires that travellers are developing in this era of the new normal – ambitions that go beyond the traditional holiday experience to encompass a sense of purposeful travel. The world is emerging from one of its most challenging periods in modern history and for many travellers, thoughts about quality leisure time are being reshaped and redefined,” said Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority.
Underpinning RAKTDA’s campaign is the new ‘Rakashida’ logo, which is inspired by the ‘kashida’ from Arabic calligraphy – a line that connects letters to form a word. Flowing gracefully, as Arabic calligraphy does, the RAKashida tells the story of the Emirate and the ambitions for the destination.
The RAKashida also stands for the personalised tourism experiences the destination offers, including a rich history, written by the hand of its ancestors. And, just like the Kashida connects letters to form a word, the RAKashida connects different worlds – and people. Appealing to the emotions and wanderlust of visitors, the brand signature sends out a universal message to ‘Live Your Moments’ in Ras Al Khaimah.
“RAKashida’s peaks and valleys represent the Emirate’s three key natural elements and core values: the sea with its perpetual swelling and subsiding, the desert with its undulating dunes, and the mountains with their staggering elevations. It also describes the journey into Ras Al Khaimah, starting by the fun coast that represents exciting activity, moving into the mystic desert that represents discovery, then onto the mountains that represent greatness and adventure – the peak of the experience,” added Phillips.
This new identity aims to attract a greater number of eco and adventure tourists to Ras Al Khaimah’s 64km of pristine beaches, wildlife-abundant mangroves, rolling terracotta deserts, impressive wadis and stunning elevations. Its Hajar Mountains in particular are an increasingly popular draw and include Jebel Jais – the UAE’s tallest peak at almost two kilometres and home to the country’s highest restaurant and the world’s longest zipline, Jebel Jais Flight.