Delhi Press Conference 12 April

Presentation script for Shaji Thomas

After Haitham does the welcome and plays the destination video, presentation will start from Shaji.

Title Slide

Slide 2 – Map

  • For those of you who aren’t yet familiar with Ras Al Khaimah, it’s the UAE’s northernmost emirate, located 45 minutes’ drive from Dubai. I’m proud to say that our emirate is one of unparalleled beauty and is currently one of the fastest growing destinations in the region.

Slide 3 – Key Facts

  • 4th largest emirate
  • Size: 1,684km²
  • Population: 345,000
  • Best time to visit: October – May, when average high temperatures are 25 degrees
  • In addition to tourism – main industry: Home to the largest rock quarry in the Gulf, RAK has built strong cement and ceramics industries

Slide 4 - Unique Natural Assets and Stunning Landscapes in one Destination

  • As you saw from the video, what makes Ras Al Khaimah distinct from the other emirates is its natural beauty.
  • We’re lucky to have 64km of pristine beaches, untouched and with incredible views. Terracotta desert with natural flora and fauna, and of course the highest mountains in the UAE.
  • Our tourism development of Al Marjan Island is also notable as it is where we will see 20 hotels developed by 2025.

Slide 5 – Target Tourist Segments

  • In fact our new destination strategy was formed on the basis of making the most of these natural assets. Destination 2019 is a three year strategy launched early last year which aims to attract 1 million visitors by the end of 2018. Our new strategy targets three main tourism segments beyond sun and sand: Namely Active Adventurers, Cultural Explorers and Wellness Seekers. Our core is and will always be families and couples looking for a relaxing holiday – and we’re perfectly positioned with our product offering.
  • Why cultural explorers? We have numerous forts and archaeological sites which offer an un-spoilt and rich heritage that dates back over 7,000 years.
  • Why wellness seekers? The natural assets of beautiful beaches, desert and mountains lend themselves well to the development of spa resorts and luxury indulgence.
  • Why Active Adventures? Possibly one of the most important tourist segments that we cater to right now. As one of the fastest growing categories of tourism, valued at US$ 263 billion globally, we also know that adventure tourism attracts high-value customers, supports local economies and encourages sustainable practices.
  • The identification of these three tourism audiences was based on research and detailed analysis of global trends and high yield segments. We also factored in the findings of an extensive global consumer research study that was completed in July 2015 to identify the core consumers who have the most potential to convert into visitors to Ras Al Khaimah.
  • We wanted to ensure that we position the destination to appeal to these core consumers, each with different characteristics and motivations for choosing their holiday destinations. They all have an interest in the type of experiences that Ras Al Khaimah can offer and are aligned to our value proposition. Our marketing emphasis varies according to each segment’s potential in each of our key target markets which currently comprise the UAE, Germany, UK, Russia and India (as the top 5 source markets).

Slide 6 – FY 2016 performance and Q12017 India performance

  • As our FY2016 visitor figures show - India is the fourth largest international source market for Ras al Khaimah and contributes 8% of the total share of visitors.
  • We’re pleased to be able to also share with you today our Q1 2017 YTD visitor growth from India (from Jan-March YTD):
  • Indian visitor arrivals grew 35%
  • Indian visitor guest nights grew 49.4%
  • Average length of stay of Indian visitors grew 10.6%

Slide 7 –Indian Weddings slide

  • Ras Al Khaimah is perfectly positioned as a boutique wedding destination, with 4 Indian weddings hosted in the first two months of this year.
  • RAK TDA connects Wedding / Event planners and MICE agents from India with DMCs and hotels here. We try and facilitate good rates from hotels and DMC services for these events.
  • We are promoting Ras Al Khaimah as a boutique destination. The outbound wedding business from India touched US$ 40 billion last year with Thailand being number one destination with UAE closely in the second place.
  • The Waldorf Astoria and the erstwhile Banyan Tree (now Ritz Carlton) have been home to some high profile Indian weddings in Ras Al Khaimah and Ras Al Khaimah is being positioned as a discerning wedding destination in India. In 2016 (Banyan Tree hosted 1 wedding in December), and, in the first two months of 2017, Ras Al Khaimah has been host to 4 Indian weddings at the Waldorf Astoria and 1 at the Rixos Bab Al Bahr.
  • The wedding business from India is growing and we already have a few queries for this year. The hotels in Ras Al Khaimah, known for their warm and personalized hospitality are a perfect venue for outdoor Indian weddings. Due to attractive pricing, our desert camps get converted into magical theme venues to make the wedding one to remember.
  • Word of mouth plays a very important role in influencing destination weddings. We are happy to see the Indian wedding segment grow in Ras Al Khaimah over the last couple of years.

Slide 8 – Hotels offering

  • A snapshot of the hotel offering in Ras Al Khaimah can be seen from the images here. With some truly iconic hotels in the beach and desert.
  • Hotel brands in the pipeline include Marriott, Sheraton, Rezidor, Anantara, Millenium, Movenpick, Crowne Plaza, Intercontinental, Emaar and Jannah.

Slide 9 – Image of alcohol

  • Accessible Arabia – Value for money 5 star beachfront hotels, at 4 star prices. Ideal location for relaxation.
  • Hotel guests can enjoy all inclusive, half board concepts and excellent restaurants and night life in a relaxed environment all year round.

Slide 10 - Shopping malls in Ras Al Khaimah, and day trips to Dubai easily accessible

The shopping malls in Ras Al Khaimah have shops to please even the most committed shopaholics. For those who want to stay in a beautiful resort and enjoy a relaxing vacation, a day trip to Dubai mall can easily be arranged as an excursion.

(Run quickly through the following slides)

Slide 11 – SectionIntro slide to Culture & Heritage

  • Within the destination, we promote various attractions for tourists to explore. Starting with the 7000 years of history and heritage….

Slide 12 – Dhaya Fort

Slide 13 – Mohammed Bin Salim Mosque

Slide 14 – RAK National Museum

Slide 15 – Section Intro slide to Water Adventures

  • With our 64km of pristine coastline, there is plenty for water enthusiasts in the crystal clear Arabian Gulf…

Slide 16 – Iceland Water Park

Slide 17 – Seawings

Slide 18 – Jet Ski

Slide 19 – Flyboard

Slide 20 – Kayaking

Slide 21 –Section Intro slide to Desert Experiences

Our unique terracotta desert provides many authentic Arabian experiences…

Slide 22 – Desert Safari

Slide 23 – Camel ride

Slide 24 – Desert Camping

Slide 25 – Nature Reserve Al Wadi

Slide 26 – Falcon Show

Slide 27 – RAK Equestrian & Adventure Centre

Slide 28 – Section Intro slide to Wellness & Spa

  • Some of the world’s best spa facilities on offer at the resorts …

Slide 29 – Khatt Springs and Spa

Slide 30 – La’Mar Spa

Slide 31 – Rainforest Spa

Slide 32 – Section Intro slide to Golf

  • Two excellent golf courses, one is a professional course which hosts the annual European Tour Challenge Golf Tournament in October…

Slide 33 – Tower Links

Slide 34 – Al Hamra Golf

Slide 35 – Section intro slide to Mountain Activities

  • Our unique mountain assets are one of the main focuses for our product development in 2016-2017 …

Slide 36 – Active Adventurers

  • Active Adventurers – our research uncovered insights which informed our product development strategy in the mountains.
  • When it comes to active adventurers – our consumer research uncovered insights which informed our product development strategy in the mountains. This type of traveller is looking to explore emerging destinations and broaden their minds. They like to try new activities, experiential tourism, exploring nature up close, meeting and engaging with local people and pushing their physical limits. Suitable activities range from star gazing, camel riding and cookery classes to hiking, kayaking and zip-lining.

Slide 37 – Jebel Jais

Slide 38 – Jebel JaisViaFerrata

  • A key feature of the mountains is the abundance of wadis and hiking and mountain bike trails. The average temperature in the mountains is at least 10 degrees cooler than the average temperature at sea level, and the area offers an abundance of indigenous wildlife, flora and scenic vistas. But last year, we started from a zero base of no current development.
  • Our vision is to ultimately establish this area as a mixed-use destination with a number of unique accommodation offerings, from luxury mountain resorts and glamping experiences, adventure parks and hiking and biking trails.
  • Consequently, the crown jewel of Al Hajar, Jebel Jais, the highest mountain in the UAE at 1,934 m - has formed a pivotal role in our activity last year and this year.
  • It is already popular for hikers, drivers looking for scenic routes, cyclists and those simply looking to become one with nature and culture.our strategic development of the area has and will continue to enhance Ras Al Khaimah’s natural appeal while providing an additional reason for visitors to explore it.
  • Last November, we opened the region’s first commercial Via Ferrata on the rocky facades of Jebel Jais. I’d like to play another short video which will show you exactly what it is. This was the first day of operations of our new Via Ferrata.

Slide 39 – Via Ferrata Video plays

Slide 40 – Mountain product pipeline for 2017

  • However this is just the first in a series of mountain, activity and adventure products we are developing specifically for nature and adventure seekers.
  • These include the world’s longest zip line which we aim to launch in the last quarter of 2017. Our vision is to develop an adventure park around this product – but all with an emphasis on sustainable development.
  • Also in Q4 we will launch an observation deck on Jebel Jais. Not only does it offer incredible viewing decks, but we have plans to create an event area, F&B, an ice rink and other product activations.
  • As the mountain region of Ras Al Khaimah has long been favoured by hikers, we will also be launching official routes ahead of the winter 2017 season.

Slide 41 – UNWTO Sustainable Tourism Sponsorship 2017

We decided to become sponsors of the IY2017 and are present at all the major UNWTO conferences and events

Slide 42 – Conclusion

  • India will continue to be one of our top 4 international source markets. Our objective is to grow our visitor arrivals from India by 15-20% in 2017 versus 2016.
  • We have signed agreements with TUI and Cox and Kings in India, and we continue to see year on year growth. With great potential from the weddings and MICE industry.

Slide 43 – End: Thank You for your time today.

Sanjeet invites media to ask questions to Shaji and Haitham.

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