Ras Al Khaimah Tourism & Trip.com Group form strategic alliance
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- Announce a range of new initiatives designed to expand Ras Al Khaimah’s reach in China, including enhanced digital engagement, cultural storytelling and marketing innovations.
- RAKTDA also reported its strongest year ever in 2024, welcoming a record-high 1.28 million overnight arrivals.
Ras Al Khaimah Tourism Development Authority (RAKTDA) and Trip.com Group have signed a Memorandum of Understanding (MoU) to launch a range of new initiatives designed to boost Ras Al Khaimah’s appeal as a must-visit destination for Chinese travellers.
The agreement was signed by Amanda Wang, Vice President of Trip.com Group, and Iyad Rasbey, Vice President of Destination Tourism Development at RAKTDA, built on the success of an existing partnership.
Harnessing Trip.com Group’s digital ecosystem, data intelligence and consumer reach, the partnership will drive strategic marketing initiatives that engage Chinese travellers at every stage of their journey – from inspiration and planning to booking and on-the-ground experiences. Through immersive storytelling, targeted promotions, and exclusive travel offerings, Ras Al Khaimah aims to be positioned as the go-to destination for Chinese visitors seeking an authentic Arabian escape.
Since the partnership’s launch in June 2024, Trip.com Group is said to have generated more than 17.5-million-page impressions for Ras Al Khaimah. The collaboration is said to have been particularly impactful for Ras Al Khaimah’s hospitality sector, with hotel bookings increasing by 22% in the second half of 2024, driven by targeted promotions and destination marketing campaigns.
Iyad Rasbey, Vice President, Destination Tourism Development at RAKTDA, stated, "China is one of the fastest-growing source markets. The extension of our partnership with Trip.com Group is an important step in our ongoing strategy to explore new growth opportunities. By combining our expertise in destination marketing with Trip.com Group’s market insights and digital influence, we will present Ras Al Khaimah to a broader audience, highlighting its heritage and Arabian hospitality."
Amanda Wang, Vice President of Trip.com Group, highlighted the shared vision with Ras Al Khaimah’s unique appeal to Chinese travellers, “We plan to enhance our digital capabilities with RAKTDA to create engaging stories for Chinese travellers. By boosting our marketing efforts and increasing Ras Al Khaimah's presence on our platforms, we aim to attract more visitors to explore this remarkable emirate.”
As part of the next phase of collaboration, the partners will introduce a flagship Ras Al Khaimah Star Hub store on Ctrip – Trip.com Group’s primary travel booking platform for Chinese travellers – providing a dedicated virtual space for travel inspiration, promotions, and curated itineraries. RAKTDA is also enhancing the travel experience for Chinese tourists visiting the emirate, by offering language support and digital payment solutions.
Ras Al Khaimah Tourism Development Authority (RAKTDA) also reported its strongest year ever in 2024, welcoming a record-high 1.28 million overnight arrivals, marking 12% growth in tourism revenues and a notable 15% rise in MICE visitors. This success is a testament to the Emirate’s strategic and sustainable growth vision to attract over 3.5 million annual visitors by 2030.