Drawing Russian tourists is a top priority for Ras Al Khaimah, according to Raki Phillips, CEO of the Emirate’s Tourism Development Authority. In 2022, Ras Al Khaimah welcomed approximately 200,000 Russian visitors, reflecting their vital contribution to the emirate’s tourism industry. Located on the northern coast of the UAE along the Persian Gulf, Ras Al Khaimah is known for its natural attractions, including the Hajjar Mountains, the Ras Al-Khaimah mountain range, and Jebel Jais, the UAE’s highest peak at 1,934 meters. These geographical features lend the emirate a milder climate than other parts of the UAE, adding to its appeal among travelers.
“The Russian market is number one for us,” Phillips stated, adding that Russian visitors comprised 30% of the emirate’s total international tourists last year, followed closely by tourists from the UK, Germany, Kazakhstan, and India. Overall, Ras Al Khaimah attracted 1.22 million tourists in 2022, with half of them being UAE residents, making it the country's leading destination for domestic tourism. Phillips noted that 2023 has been a record year for the emirate in terms of visitor numbers, and projections are optimistic, with the goal of attracting 3.5 million tourists annually by 2030.
Phillips emphasized that Ras Al Khaimah’s landscape—a combination of mountains, desert, and a 64-kilometer-long sandy coastline—offers a unique blend of outdoor activities. He remarked, “In just 45 minutes, you can go from the beach to the top of a mountain, which is something truly special here.”
The emirate has intensified efforts to attract Russian tourists by establishing a marketing office in Moscow to promote Ras Al Khaimah across CIS countries. “We work closely with many major tour operators. Joint marketing is a huge part of our business. When operators bring tourists, we collaborate on marketing, which is why you’ll see our ads all over Russia,” Phillips explained. The tourism authority also benefits from direct flights to Ras Al Khaimah offered by multiple Russian airlines. Starting December 27, Air Arabia, a low-cost carrier based in Sharjah, will launch direct flights between Moscow and Ras Al Khaimah, with regular service scheduled three times a week between Ras Al Khaimah Airport and Moscow’s Domodedovo Airport.
Economic Impact of Tourism on Ras Al Khaimah
Tourism now accounts for 6% of Ras Al Khaimah’s GDP, making it the fastest-growing sector in the emirate’s economy. Phillips stated that the aim is to raise tourism’s economic contribution to one-third of the emirate’s GDP within the next decade. With over 50 hotels and 8,000 rooms, the tourism strategy envisions doubling hotel capacity to between 16,000 and 20,000 rooms by 2030.
Currently, over 5,000 individuals are employed in Ras Al Khaimah’s hospitality sector. Phillips forecasts that employment in tourism and hospitality will exceed 35,000 due to ongoing projects, including the Wynn Resorts development on Al Marjan Island, an artificial archipelago.
In January 2022, Wynn Resorts, a U.S.-based hospitality and casino giant, announced plans for a $3.9 billion resort in Ras Al Khaimah. The project will include a 1,000-room hotel, a shopping mall, restaurants, bars, and dedicated “gaming zones.” The announcement was seen as a significant move by UAE authorities, indicating an openness to licensed gaming, an activity typically prohibited in the conservative Gulf region.
Commitment to Sustainable Tourism
Ras Al Khaimah’s Tourism Development Authority has launched a sustainability strategy focused on achieving sustainable development goals, preserving cultural heritage, and enhancing residents’ quality of life. Phillips emphasized that the goal is to position Ras Al Khaimah as a regional leader in sustainable tourism.
Working with dozens of local businesses committed to sustainability, the authority has reported a 23% reduction in energy consumption, a 29% decrease in greenhouse gas emissions, and a 61% cut in waste. Ras Al Khaimah collaborates with EarthCheck, an Australian company specializing in sustainable tourism, and received a Silver Certificate from them last year. As part of the certification process, EarthCheck audited the emirate’s tourism sector across ten sustainability metrics, including greenhouse gas emissions, energy and water use, and waste management.
Phillips also highlighted Ras Al Khaimah’s commitment to greening the emirate, as authorities have recently focused on expanding green spaces to promote biodiversity across the region.
GSV "Russia - Islamic World"
Photo: Nick Fewings/Unsplash
Based on TASS materials