The zipline in Jebel Jais is a major attraction in Ras Al Khaimah. Photo: RAKTDA
The zipline in Jebel Jais is a major attraction in Ras Al Khaimah. Photo: RAKTDA
The zipline in Jebel Jais is a major attraction in Ras Al Khaimah. Photo: RAKTDA
The zipline in Jebel Jais is a major attraction in Ras Al Khaimah. Photo: RAKTDA

Why British tourists are falling in love with Ras Al Khaimah


Katy Gillett
  • English
  • Arabic

While Dubai and Abu Dhabi have long dominated UAE tourism, a boom is taking place further up the coast. Ras Al Khaimah is fast becoming a go-to destination for British holidaymakers, carving out a niche among tourists in search of value for money, authenticity and adventure.

This shift was underscored at Arabian Travel Market 2025, where Iyad Rasbey, vice president of destination tourism development of Ras Al Khaimah Tourism Development Authority (RAKTDA), told The National the emirate had recorded a 15 per cent increase in UK visitors year-on-year in 2024.

Data from global travel intelligence platform Mabrian, shared exclusively with The National, also shows a strong preference among UK-based travellers for Ras Al Khaimah among inbound tourists, although two out of three visitors to the emirate are domestic.

“Ras Al Khaimah is positioned as a short-stay getaway, with an average stay of 1.8 nights – particularly among UAE residents,” said Carlos Cendra, Mabrian partner and chief marketing officer. “However, key international markets such as the UK (3.1 nights) and Saudi Arabia (2.3 nights) show slightly longer stays.”

More than just a beach holiday

Diane Campos, who is retired and British, visited Ras Al Khaimah for the first time in February as she wanted to see a part of the UAE different to Dubai, that “isn’t so developed”.

“We found it very peaceful, with beautiful views, interesting architecture and unique things to do, like pearl-diving tours,” she told The National.

Brave the world's longest zipline at Jebel Jais. Photo: Jais Adventure Park
Brave the world's longest zipline at Jebel Jais. Photo: Jais Adventure Park

British content creator Nailah Aljasmi, who is married to an Emirati and lives in Ras Al Khaimah, said there are several reasons why UK tourists are favouring the emirate over its neighbours. “Ras Al Khaimah offers UK travellers a compelling mix of adventure, culture, luxury and affordability, all set against the backdrop of stunning natural beauty,” she said. “Its strategic developments and unique attractions make it a noteworthy alternative to more commercialised destinations in the UAE.”

Jebel Jais – the highest mountain in the UAE – the old fishing village of Al Jazeera Al Hamra, RAK Museum, Suwaidi Pearl Farm, beach days and sunset barbecues in the desert are some of the activities Ms Aljasmi always incorporates into itineraries with visiting family and friends. “It’s the perfect mix of adventure, chill vibes and a bit of culture – RAK has this laid-back charm that visitors always fall in love with.”

Authenticity is key

Authentic and “experiential travel” were buzzwords this year at Arabian Travel Market, but they signal a shift in how people want to explore new destinations, giving them a sense of place, history and culture in a way that’s neither forced nor performative.

That desire for a more grounded and culturally immersive experience is a key driver of the Northern Emirates’ popularity. Mr Rasbey says RAK stands in stark contrast to Dubai’s glittering skyscrapers and mega-malls, offering a landscape of dramatic mountain ranges, expansive desert dunes and archaeological heritage that dates back 7,000 years.

“Our culture and heritage, along with unique experiences like the region’s only pearl farm or swimming with camels, can’t be found anywhere else in the UAE,” he told The National on the sidelines of ATM.

The British market: seeking value and space

The UK remains one of RAK’s top-five source markets and its influence is only growing, Mr Rasbey added. He attributes much of this to the emirate’s “upscale all-inclusive” offering. Properties such as DoubleTree and Rixos Al Mairid cater especially well to British tastes – offering vast beaches, pools and all-inclusive packages that include room service, kids’ clubs and outdoor activities.

Rixos Al Mairid Ras Al Khaimah, which was previously Hilton Ras Al Khaimah Beach Resort. Photo: Rixos Al Mairid Ras Al Khaimah
Rixos Al Mairid Ras Al Khaimah, which was previously Hilton Ras Al Khaimah Beach Resort. Photo: Rixos Al Mairid Ras Al Khaimah

“The properties in RAK enjoy massive space, so you don’t queue for an ice cream, you don’t queue at the bar,” said Mr Rasbey. “You might pay the same amount of money as another emirate but you get an elevated experience.”

Over the next six months, average hotel prices across Ras Al Khaimah, Dubai, Abu Dhabi and Sharjah are expected to converge, as hotel room rates are either increasing or decreasing to align, Mr Cendra told The National. “Ras Al Khaimah has the highest average price in the five-star category, followed by Abu Dhabi and Dubai. Abu Dhabi is experiencing the highest increase in hotel prices across all categories for the coming six months, while five-star hotels are adjusting their rates slightly downwards in most areas of Dubai, Sharjah and Ras Al Khaimah, aiming to align prices across the UAE.”

Cameron McNeillie, general manager at InterContinental Ras Al Khaimah Mina Al Arab Resort & Spa, says the emirate is fast becoming one of the UAE’s top contributors to hospitality growth. The hotel – whose guests are predominantly UAE residents, British, German or from CIS countries – reports occupancy performance in 2025 in line with last year, with a 6 per cent average daily rate increase year-on-year.

“With Ras Al Khaimah’s profile rising on the global tourism map, new source markets opening up and ongoing enhancements to our offerings, we expect to build further momentum into 2026,” he told The National.

Booming adventure tourism and a cross-emirate push

Adventure tourism is a growing travel trend globally, leaving Ras Al Khaimah and Fujairah, which have plenty to offer on this front, in a strong position to capture market attention. This is why a major cross-emirate partnership between RAKTDA and Fujairah Adventures was announced this week at the International Conference on Adventure Tourism, creating the UAE’s first multi-emirate hiking trail.

Emirati hikers walking the Fujairah Adventures Al Dahir Trails. Ruel Pableo for The National
Emirati hikers walking the Fujairah Adventures Al Dahir Trails. Ruel Pableo for The National

Adventure tourism is expected to grow by 10 per cent-15 per cent annually over the next five years, according to various reports, and Mabrian data indicates that for RAK, “active tourism” is now the second most important demand driver, behind culture and narrowly ahead of nature and the outdoors.

The top growing markets are India, Pakistan, Egypt, Saudi Arabia and Russia, although Mr Rasbey said interest from the Netherlands, Bucharest, Prague and Belarus is also increasing due to direct connectivity. While the figures are still small in comparison to Dubai or Abu Dhabi, the emirate has recorded a 45 per cent increase year-on-year in Chinese tourists.

A significant surge in car rentals across Ras Al Khaimah and other Northern Emirates has also been noted, said Benny Thomas, chief financial officer at Dollar and Thrifty Car Rental UAE, with a 25 per cent-30 per cent increase in custom year-on-year. “Much of this demand is being driven by western expatriates and European visitors who are increasingly looking to venture beyond the traditional Dubai and Abu Dhabi hotspots,” Mr Thomas told The National.

British media and mood shifts

Shifts in British media coverage are also shaping the UK market’s interest in RAK. While Dubai still receives ample attention, British national newspapers have recently run more features on destinations such as Ras Al Khaimah, praising their affordability, nature and relaxed pace. The National was told representatives of two major British national publications were in RAK this month reviewing hotel properties, coinciding with the end of ATM.

With an aim to attract 3.5 million visitors annually by the end of the decade and the UAE’s first gaming resort to open in 2027, RAK is poised for strong growth. While it may be UK travellers flooding in right now, those demographics will shift as the emirate continues its transformation.

SECRET%20INVASION
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The specs
  • Engine: 3.9-litre twin-turbo V8
  • Power: 640hp
  • Torque: 760nm
  • On sale: 2026
  • Price: Not announced yet
UAE currency: the story behind the money in your pockets
Some of Darwish's last words

"They see their tomorrows slipping out of their reach. And though it seems to them that everything outside this reality is heaven, yet they do not want to go to that heaven. They stay, because they are afflicted with hope." - Mahmoud Darwish, to attendees of the Palestine Festival of Literature, 2008

His life in brief: Born in a village near Galilee, he lived in exile for most of his life and started writing poetry after high school. He was arrested several times by Israel for what were deemed to be inciteful poems. Most of his work focused on the love and yearning for his homeland, and he was regarded the Palestinian poet of resistance. Over the course of his life, he published more than 30 poetry collections and books of prose, with his work translated into more than 20 languages. Many of his poems were set to music by Arab composers, most significantly Marcel Khalife. Darwish died on August 9, 2008 after undergoing heart surgery in the United States. He was later buried in Ramallah where a shrine was erected in his honour.

Results

4.30pm Jebel Jais – Maiden (PA) Dh60,000 (Turf) 1,000m; Winner: MM Al Balqaa, Bernardo Pinheiro (jockey), Qaiss Aboud (trainer)

5pm: Jabel Faya – Maiden (PA) Dh60,000 (T) 1,000m; Winner: AF Rasam, Tadhg O’Shea, Ernst Oertel

5.30pm: Al Wathba Stallions Cup – Handicap (PA) Dh70,000 (T) 2,200m; Winner: AF Mukhrej, Tadhg O’Shea, Ernst Oertel

6pm: The President’s Cup Prep – Conditions (PA) Dh100,000 (T) 2,200m; Winner: Mujeeb, Richard Mullen, Salem Al Ketbi

6.30pm: Abu Dhabi Equestrian Club – Prestige (PA) Dh125,000 (T) 1,600m; Winner: Jawal Al Reef, Antonio Fresu, Abubakar Daud

7pm: Al Ruwais – Group 3 (PA) Dh300,000 (T) 1,200m; Winner: Ashton Tourettes, Pat Dobbs, Ibrahim Aseel

7.30pm: Jebel Hafeet – Maiden (TB) Dh80,000 (T) 1,400m; Winner: Nibraas, Richard Mullen, Nicholas Bachalard

TOURNAMENT INFO

Opening fixtures:
Friday, Oct 5

8pm: Kabul Zwanan v Paktia Panthers

Saturday, Oct 6
4pm: Nangarhar Leopards v Kandahar Knights
8pm: Kabul Zwanan v Balkh Legends

Tickets
Tickets can be bought online at https://www.q-tickets.com/apl/eventlist and at the ticket office at the stadium.

TV info
The tournament will be broadcast live in the UAE on OSN Sports.

UAE currency: the story behind the money in your pockets
Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
Jebel Ali results

2pm: Handicap (PA) Dh 50,000 (Dirt) 1,400m

Winner: AF Al Moreeb, Antonio Fresu (jockey), Ernst Oertel (trainer)

2.30pm: Maiden (TB) Dh 60,000 (D) 1,400m

Winner: Shamikh, Ryan Curatolo, Nicholas Bachalard

3pm: Handicap (TB) Dh 64,000 (D) 1,600m

Winner: One Vision, Connor Beasley, Ali Rashid Al Raihe

3.30pm: Conditions (TB) Dh 100,000 (D) 1,600m

Winner: Gabr, Sam Hitchcott, Doug Watson

4pm: Handicap (TB) Dh 96,000 (D) 1,800m

Winner: Just A Penny, Sam Hitchcock, Doug Watson

4.30pm: Maiden (TB) Dh 60,000 (D) 1,600m

Winner: Torno Subito, Sam Hitchcock, Doug Watson

5pm: Handicap (TB) Dh 76,000 (D) 1,950m

Winner: Untold Secret, Jose Santiago, Salem bin Ghadayer

Tearful appearance

Chancellor Rachel Reeves set markets on edge as she appeared visibly distraught in parliament on Wednesday. 

Legislative setbacks for the government have blown a new hole in the budgetary calculations at a time when the deficit is stubbornly large and the economy is struggling to grow. 

She appeared with Keir Starmer on Thursday and the pair embraced, but he had failed to give her his backing as she cried a day earlier.

A spokesman said her upset demeanour was due to a personal matter.

How does ToTok work?

The calling app is available to download on Google Play and Apple App Store

To successfully install ToTok, users are asked to enter their phone number and then create a nickname.

The app then gives users the option add their existing phone contacts, allowing them to immediately contact people also using the application by video or voice call or via message.

Users can also invite other contacts to download ToTok to allow them to make contact through the app.

 

Brave CF 27 fight card

Welterweight:
Abdoul Abdouraguimov (champion, FRA) v Jarrah Al Selawe (JOR)

Lightweight:
Anas Siraj Mounir (TUN) v Alex Martinez (CAN)

Welterweight:
Mzwandile Hlongwa (RSA) v Khamzat Chimaev (SWE)

Middleweight:
Tarek Suleiman (SYR) v Rustam Chsiev (RUS)
Mohammad Fakhreddine (LEB) v Christofer Silva (BRA)

Super lightweight:
Alex Nacfur (BRA) v Dwight Brooks (USA)

Bantamweight:
Jalal Al Daaja (JOR) v Tariq Ismail (CAN)
Chris Corton (PHI) v Zia Mashwani (PAK)

Featherweight:
Sulaiman (KUW) v Abdullatip (RUS)

Super lightweight:
Flavio Serafin (BRA) v Mohammad Al Katib (JOR)

The five pillars of Islam

1. Fasting 

2. Prayer 

3. Hajj 

4. Shahada 

5. Zakat 

Benefits of first-time home buyers' scheme
  • Priority access to new homes from participating developers
  • Discounts on sales price of off-plan units
  • Flexible payment plans from developers
  • Mortgages with better interest rates, faster approval times and reduced fees
  • DLD registration fee can be paid through banks or credit cards at zero interest rates
The specs: 2018 Nissan 370Z Nismo

The specs: 2018 Nissan 370Z Nismo
Price, base / as tested: Dh182,178
Engine: 3.7-litre V6
Power: 350hp @ 7,400rpm
Torque: 374Nm @ 5,200rpm
Transmission: Seven-speed automatic
​​​​​​​Fuel consumption, combined: 10.5L / 100km

The Sand Castle

Director: Matty Brown

Stars: Nadine Labaki, Ziad Bakri, Zain Al Rafeea, Riman Al Rafeea

Rating: 2.5/5

Updated: May 03, 2025, 8:35 AM`