Q&A with Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA)
Q1: What is the importance of showcasing Middle East culture when promoting tourism and entertainment in Ras Al Khaimah?
“Ras Al Khaimah offers a history dating back more than 7,000 years and this is a key feature in all of our promotional efforts when showcasing the emirate to our core and emerging markets.
“When attending global roadshows and events, it is important for us to provide our audience with an insight of what differentiates Ras Al Khaimah from the rest of the region. The emirate’s authentic and accessible culture and hospitality extends further than our hotels, with visitors able to visit traditional date farms and learn how honey is harvested in the mountains.
“Through various events we organise across Ras Al Khaimah, the inclusion of cultural activities is included where possible, whether it be a traditional tribal dance, or cooking stations with local delicacies. In addition the emirate features an array of archaeological sites and breath-taking natural vistas, from golden sand beaches and awe-inspiring terracotta dunes to a green belt of date palms and Jebel Jais, the UAE’s highest peak.”
Cultural tourism is about the traveller engaging with local customs, traditions and cuisine that is unique to that destination. From exploring historical sites that have played a key part in its development, to sampling home-grown delicacies and interacting with local communities, cultural tourism is about gaining a truly unique and personal experience that you cannot gain anywhere else.
Q2: What role does culture play when creating tourism, leisure, and entertainment attractions?
“As a sponsor of the United Nations’ International Year of Sustainable Tourism for Development 2017, and in line with of our Destination Ras Al Khaimah 2019 strategy, RAKTDA works to ensure the preservation and promotion of the emirate’s cultural heritage. This is evident throughout all of our projects and activities, and forms a key pillar of our vision to attract one million visitors by the end of 2018.
“When considering any new project, be it a tourism attraction, leisure facility or entertainment venue, RAKTDA undertakes a vigorous feasibility study to ensure the impact to the environment and local culture is not negatively impacted, and where possible, included within the project. An example of this is our support of the Al Wadi Desert, Ras Al Khaimah, a Ritz-Carlton partner hotel and their programmes to promote the art and culture of falconry with its guests.
Q3: What can other destinations learn from Ras Al Khaimah when shaping cultural projects?
“A key part of the process is ensuring you have stakeholder engagement. As an authority we continually consult with our hospitality partners, local communities and other government entities on various topics and projects to ensure that the direction we are progressing with is supportive of the whole emirate.”
Q4: What are some of Ras Al Khaimah’s cultural projects that you’re most proud of?
Ras Al Khaimah’s culture and heritage are very much the product of a desert dwelling, seafaring and Arabic way of life. Intriguing traditions such as camel racing, falconry and horse riding are still a key part of local life and the many local museums and forts are a good way to get a glimpse of the emirate’s culture, history and heritage.
The Ras Al Khaimah National Museum, which once served as a fort and palace of the Al Qasimi ruling family until 1964, has been renovated to allow visitors access into a key part of the emirate’s history. To the north of the emirate lies Dhaya Fort – the UAE’s only surviving hilltop fort. The 19th century fort, which was constructed to defend against invading forces, offers breath-taking bird’s eye views of acacia forest, traditional palm gardens, natural reserve of Khor Hulayla, Hulayla Island and traditional town of Ramsf.
Al Jazirah Al Hamra (Red Island) which retains vestiges of architecture from an early 20th century pearling port was home to Emiratis before the oil. The village is known for its unique houses and buildings that are made coral and sea shells. The emirate’s Bedouin camping experiences are also popular with visitors, offering a personal encounter of Ras Al Khaimah’s desert tribes’ way of life under the stars, surrounded by untouched sand dunes.
“This summer, for the Holy Month of Ramadan, RAKTDA hosted an authentic Al Marjan Ramadan Tent, which we are proud to say stimulated visitor numbers to the emirate, provided visitors a truly authentic Arabian experience, with live Arabian music and sumptuous Arabesque fare prepared by the culinary team from the five-star Al Wadi Desert, Ras Al Khaimah, a Ritz-Carlton partner hotel. This contributed to a significant surge in visitor arrivals during the Holy Month, with the hotels across the emirate reporting a 37.6 per cent year-on-year increase compared with the corresponding period last year.
Q5: What were key factors that were integral to their success?
Thanks to the clear vision, direction and support of His Highness Sheikh Saud bin Saqr Al Qasimi, UAE Supreme Council Member and Ruler of Ras Al Khaimah, RAKTDA has adopted a strategic approach to the promotion and development of Ras Al Khaimah as an all-round tourist destination.
After undertaking several research projects to identify our target tourist segments, last year RAKTDA launched its Destination 2019 Tourism Strategy to attract one million visitors by the end of 2018.
We launched a new brand identity and destination video to raise awareness about the emirate’s positioning around authentic Arabian culture and nature based experiences. Through our unique cultural and natural assets, our strategy focuses on targeting high-yield tourist segments in the areas of wellness, adventure and culture & heritage.
Q6: Finally, what is the significance for you in speaking at the Prolight + Sound conference?
“Ras Al Khaimah is one of the region’s fastest growing tourism destinations and through many events and leisure attractions we have witnessed substantial growth in tourism numbers over the past few years. In fact, we recorded the highest half-year guest arrivals to date, welcoming 390,499 arrivals between January and June – up 6.5 per cent on H1 arrivals last year.
“In line with Prolight + Sound conference, RAKTDA strives to be the destination of choice and it is important to continue our emphasis on events to maintain Ras Al Khaimah’s competitive edge.”