RAK targets the millennial market

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by Patrick Ryan | Published 2 weeks ago

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Ras Al Khaimah (RAK) is proving to be a hit with millennials. That’s according to the CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA).

RAK Beach

RAK Beach

Haitham Mattar was speaking at a BBC panel in London held to coincide with the World Travel Market (WTM).

“Ras Al Khaimah has what it takes when it comes to ticking millennial boxes,” said Mattar.

“They want authenticity and the emirate has it in spades; they want meaningful, off-the-radar experiences and the ability to connect with culture, which again we excel in; and they have a desire to soak up natural sights, which is a key pillar of our offering.”

Mattar revealed millennials are now a prime target for the emirate, which boasts an ancient heritage and a myriad of landscapes from desert to coastline.

“There’s no doubt that millennial travellers played a role in pushing UK arrivals to the emirate up by almost 17% in the first nine months of this year – it’s a growth trajectory we anticipate will continue given the response we are receiving from our WTM promotion from British adventure holiday promoters. Millennials as a grouping will help us achieve our target of a million visitors by the end of next year and our focus on adventure activity will help pull them in,” said Mattar.

“We believe the millennial factor will not only win us more vacationers, but that it will go some way to entice investors into the emirate which has the space and ideal surroundings for signature mountain retreats and activities.”









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