New Initiatives Focus on Digital Engagement, Cultural Storytelling, and Exclusive Marketing Strategies
Ras Al Khaimah Tourism Development Authority (RAKTDA) and Trip.com Group, a leading global travel services provider, have reinforced their strategic alliance to position Ras Al Khaimah as a premier destination for Chinese travelers. The partnership was formalized through a Memorandum of Understanding (MoU) signed at ITB Berlin 2025, marking a significant step in expanding Ras Al Khaimah’s reach in one of the world’s fastest-growing outbound travel markets.
Driving Tourism Growth with Digital Innovation
The collaboration leverages Trip.com Group’s advanced digital ecosystem, data intelligence, and vast consumer reach to enhance Ras Al Khaimah’s visibility. The focus is on engaging Chinese travelers at every stage of their journey—from inspiration and trip planning to bookings and on-ground experiences.
Key initiatives include:
✅ Immersive Cultural Storytelling – Showcasing Ras Al Khaimah’s natural beauty, adventure offerings, and Arabian heritage.
✅ Targeted Promotions & Exclusive Travel Packages – Customizing deals for Chinese travelers.
✅ Enhanced Digital Engagement – Expanding Ras Al Khaimah’s presence on Ctrip, Trip.com Group’s primary travel booking platform for China.
✅ Language Support & Digital Payment Solutions – Improving accessibility for Chinese tourists visiting the emirate.
Successful Tourism Growth & Future Expansion
Since the partnership’s launch in June 2024, Trip.com Group has generated 17.5 million+ page impressions for Ras Al Khaimah, leading to a 22% rise in hotel bookings in the second half of 2024. Recognizing this success, Trip.com Group awarded RAKTDA “Outstanding Strategic Partner of the Year” and “Best Overseas Partner of 2024” at its Global Partner Summit.
RAKTDA reported record-breaking tourism growth in 2024, welcoming 1.28 million overnight visitors, a 12% increase in tourism revenues, and a 15% rise in MICE (Meetings, Incentives, Conferences, and Exhibitions) visitors. With an ambitious goal of attracting 3.5 million annual visitors by 2030, Ras Al Khaimah continues to evolve as a top destination in the Middle East.
Leadership Insights
📢 Iyad Rasbey, VP of Destination Tourism Development at RAKTDA, emphasized China’s growing importance as a key source market. “This partnership enables us to showcase Ras Al Khaimah’s heritage and hospitality to a wider audience through digital innovation and strategic marketing.”
📢 Amanda Wang, VP of Trip.com Group, added, “Ras Al Khaimah offers adventure, natural beauty, and rich cultural experiences. By enhancing its presence on our platforms, we aim to inspire more Chinese travelers to explore this remarkable emirate.”
With a robust digital marketing strategy and continued investment in tourism infrastructure, Ras Al Khaimah is set to become a must-visit destination for Chinese travelers seeking an authentic Arabian experience.
