Ras Al Khaimah Tourism launches the new destination marketing film
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The film’s experience-driven approach aligns with 2025’s emerging travel trends, as highlighted in Expedia’s latest Unpack ’25 report. With travellers increasingly prioritising destinations that offer distinctive experiences, Ras Al Khaimah stands out as a prime example of what the report calls a Detour Destination.
Ras Al Khaimah Tourism Development Authority (RAKTDA) has unveiled its latest destination marketing film, ‘Not a Vacation…Our Vacation’ – to present the emirate as an ideal holiday destination.
Produced by Goldmine, directed by filmmaker Mark Middlewick and brought to life with creative direction from Impact BBDO, the film offers a fresh perspective on the UAE’s northernmost emirate, redefining Ras Al Khaimah as a place where curiosity sparks unexpected discoveries.
With Ras Al Khaimah gaining global recognition as a must-visit travel destination, the film’s approach aims to reshape perceptions, challenge clichés and highlight the emirate’s rich offerings.
"Ras Al Khaimah isn’t just another vacation spot – it’s a destination that offers something entirely unique," said Alka Winter, Vice President, Destination Marketing & Communications, Ras Al Khaimah Tourism Development Authority.
"With this campaign, we wanted to move away from the typical tourism marketing playbook and embrace a more fun, authentic, and engaging narrative. We’re inviting travellers to experience a destination where the unexpected becomes the unforgettable, where nature, adventure, and heritage come together in a way that’s distinctly Ras Al Khaimah.”
The film’s experience-driven approach aligns with 2025’s emerging travel trends, as highlighted in Expedia’s latest Unpack ’25 report. With travellers increasingly prioritising destinations that offer distinctive, off-the-beaten-path experiences, Ras Al Khaimah stands out as a prime example of what the report calls a "Detour Destination" – a place that offers a refreshing alternative to overcrowded tourist hubs. According to the report, 63% of global travellers are more likely to seek out unique destinations that offer authenticity, culture and outdoor adventures.
"When RAKTDA approached us with this project, we saw an opportunity to push the boundaries of traditional destination marketing," commented Martino Caliendo, Creative Director at Impact BBDO. "We wanted to challenge expectations, using humour and contrast to highlight the unique ‘RAK Effect’ – a place where curiosity leads to something truly different. This campaign marks the first step in a collaboration that we are confident will be an incredible journey for all of us."
Ras Al Khaimah’s tourism sector in 2024, achieved record-breaking visitor numbers. The emirate welcomed 1.28 million overnight arrivals, driving a 12% increase in tourism revenues.
RAKTDA also ramped up its international outreach, leading 2,200 market engagements across 70 cities, expanding its global footprint and reinforcing its appeal as a must-visit destination for adventure, culture, and relaxation.