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Ras Al Khaimah Tourism Development Authority works with TBWA to boost tourism

The Ras Al Khaimah Tourism Development Authority recently worked with TBWA to host a two-day 'Disruption Workshop'. The event took place in a bid to define the brand of the destination in the United Arab Emirates and develop a strategy that will centre around human insights to attract visitors from leading source markets such as Russia, Germany, the UK and Saudi Arabia.

Ras Al Khaimah Tourism Development Authority works with TBWA to boost tourism

The global advertising network TBWA has been working in collaboration with an up-and-coming tourist destination in the United Arab Emirates.

TBWA worked with the Ras Al Khaimah Tourism Development Authority to host a recent two-day "Disruption Workshop" to define the position of the Ras Al Khaimah as a destination brand, and drive forward the vision of HH Sheikh Saud bin Saqr Al Qasimi, the ruler of Ras Al Khaimah.

The "Disruption Workshop" is a tactic patented by TBWA, that has been designed to developing a strategy-centred around real human to create breakthrough brands, in this case pushing the country forward as a tourist destination in the United Arab Emirates.

"This is the first step to defining a clear roadmap and vision for the destination. It has helped us gain clarity about our brand proposition and has given us a focused purpose for Ras Al Khaimah."

Explained Haitham Mattar, the CEO of the Ras Al Khaimah Tourism Development Authority (TDA).

The research also included a study that focuses on the leading tourism source markets, such as Russia, UK, Germany, Saudi Arabia, Qatar, the United Arab Emirates and Kuwait.

Ras Al Khaimah is one of seven emirates in the United Arab Emirates and it is emerging as a new tourist destination in the Middle East, thanks to its stunning stretches of golden sandy beaches and the recent increase of new luxury hotels.

Ras Al Khaimah is in the north, bordering the Sultanate of Oman, and it's a hotspot for adventure-lovers due its access to the beautiful mountains, red sandy desert, green plains, creeks and lagoons, and 64 kilometres of coast line with pristine white sandy beaches.

Holidaymakers can also take tours to historic sites such as forts and abandoned villages, and the emirate boast an array of gourmet restaurants serving local and international cuisine, and luxury spas for pampering breaks.

The seven United Arab Emirates are home to the majestic Hatta Mountains, and include Ajman and Umm Al Quwain, as well as the popular destinations of Dubai and Abu Dhabi that boast lavish hotels, unique soaring architecture, luxury shopping malls, soaring sand dunes, and attractions like the Yas Island Marina Circuit, the manmade Palm Islands, and the Burj Khalifa, the world's tallest building.

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