Ras Al Khaimah made a significant impact at IMEX 2024, presenting itself as a leading MICE (Meetings, Incentives, Conferences, and Exhibitions) destination. Iyad Rasbey, Vice President of Ras Al Khaimah Tourism Development Authority, highlighted the strategic initiatives that have propelled the region to the forefront of the global tourism stage.
During the first day of the event, Rasbey elaborated on the innovative marketing strategies aimed at attracting travelers for the 2024-25 tourism season. “This is not our first time participating at IMEX ; we’ve been doing it for a long time,” Rasbey noted. “It’s a great platform to position our destination as a future hub for MICE activities.”
Ras Al Khaimah ‘s rapid recovery post-COVID has set the stage for ambitious plans. “We were one of the first destinations in our region to recover post-COVID, managing to rebound in 2022 and surpassing our 2019 numbers in 2023,” Rasbey highlighted.
Key strategies for the upcoming tourism seasons include expanding market presence, targeting top source markets such as Germany, the UK, Kazakhstan, and India, and strengthening connections across Europe and beyond. Ras Al Khaimah is also focusing on markets like China, the GCC region, South Africa, and India to attract a broader audience.
Collaboration and strategic partnerships play a crucial role in Ras Al Khaimah’s success. “We work closely with our partners and stakeholders. As you can see, some of them are with us today,” Rasbey shared, underscoring the extensive reach through representative offices in over 16 countries.
Ras Al Khaimah offers unique selling points, including cultural authenticity with numerous cultural sites for events, exclusive venues like the region’s beachfront convention center, and natural attractions such as Jebel Jais, the highest peak in the UAE, serving as an adventure hub.
Looking ahead, Ras Al Khaimah aims to enhance the visitor experience, promote sustainable tourism practices, and leverage its unique cultural and natural assets. Under the leadership of Iyad Rasbey, the region is poised for continued growth, ensuring a vibrant and prosperous future for its tourism industry.
