In an attempt to boost tourism and drive visitor numbers to the emirate, Ras Al Khaimah Tourism Development Authority has unveiled a new brand identity.
The fresh-look logo aims to reposition the destination in line with its vision and revised strategy with the rebrand set to drive economic growth and present Ras Al Khaimah as a premier tourism destination, showcasing the new logo via creative marketing campaigns to raise awareness about the emirate’s new identity and positioning.
Highlighting Ras Al Khaimah’s key strengths, the rebrand focuses on the emirate’s natural assets, luxurious indulgence, range of activities for different types of travellers, history and culture, and authentic Arabian heritage offering. With the aim to attract one million vistors by the end of 2018, the emirate plans to further diversify its world-class hotel portfolio, expand its routes, restore historical sites and enhance its digital platforms.
The new Ras Al Khaimah emblem is a representation of the emirate’s most iconic landmark: the Watch Tower. This symbol of heritage, rendered in a contemporary style, is immediately recognisable. Creating an instant connection between the brand and its visitors, the logo also aims to pay homage to Ras Al Khaimah’s enduring history.
Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority said: “This is a groundbreaking move for us. Our new branding strategy and logo reflect the evolution of the destination, its vision for the future, as well as the authenticity which Ras Al Khaimah offers. It is our priority to enhance the destination and demonstrate its rich Arabian culture, heritage and traditions to a global audience.”
The emirate will leverage its new brand by prioritising sustainable tourism, destination development, capacity building and partnerships with public and private companies.