Ras Al Khaimah is inviting the world to take a virtual glimpse of its tourist attractions as it prepares to bounce back from the Covid-19 pandemic.
With a 15,000-strong workforce reliant on visitor footfall, the emirate has set its marketing wheels in motion to ensure it is regarded as a go-to destination once the crisis is over.
As part of a new online campaign, RAK Tourism Development Authority launched the #FindRAKLater tagline to encourage tourists to explore the emirate when the world “can meet again”.
It also called on the UAE community to do everything it could to support local businesses when life returned to normal.
“While you stay at home, let us take you on a virtual journey around our emirate,” officials tweeted.
The good news is the tourism industry is the most resilient, so when it comes back it will come back strong
“Join us as we explore our natural landscapes, rediscover culture and history, and look forward to adventures you can take on when we can meet again. #FindRAKLater #ShortcationSoon.”
Travel and tourism sectors around the world have been hit hard by the Covid-19 pandemic.
Strict stay-at-home orders designed to slow the spread of the virus have hit the industry, with worldwide flight suspensions leading to a plummet in demand for domestic and international passenger travel.
In the first two weeks of March, Raki Philips, chief executive at the RAK Tourism Development Authority, said more than 50,000 tourists had visited Ras Al Khaimah.
But against the backdrop of the introduction of travel restrictions, visitor numbers quickly dwindled.
"Travel and tourism has been one of the worst hit industries from this pandemic, but we are looking at how we are going to come out of this," he told The National.
“Our business was not built on social distancing. We interact with people, so it has been a big adjustment for us.
“During my career in the industry I’ve worked during difficult times including the 9/11 attacks, a financial crisis and several natural disasters.
“Nothing has been like this [virus], or as fast changing, but we are working closely with partners to protect businesses and employees.
“The good news is the tourism industry is the most resilient, so when it comes back it will come back strong.
“Once we come out of this pandemic it is important to support local businesses and destinations because that will be our lifeline when things open up again."
According to government figures, the UAE travel and tourism sector accounts for about 12 per cent of the country’s GDP.
In Ras Al Khaimah, Mr Philips said tourism was the “fastest contributor” to the emirate’s economic growth.
In 2019, RAK Tourism Development Authority welcomed 1.2 million tourists, 60 per cent of whom were international visitors.
“We are blessed because Ras Al Khaimah is still a developing destination,” he said.
“We are not mass-market so do not have the same issues as busier markets.
“We are small and quite niche and that works well when coming out of a pandemic.”
Mr Philips said it was hard to put a timetable on when business would “return to normal” because developments continued to be so fluid.
But he said the recent announcement by Dubai Economy allowing some food stores to reopen was a “positive sign”.
"We have to prioritise what is important and be ready to pivot and adjust to changes fast," he said.
“We are also keeping a close eye on China and Singapore and are starting to see recovery models coming out of the countries.
“When the virus was at its peak in China, hotels were at single occupancy and many were closed.
“Now, around 90 per cent of hotels are open and operating at 50 to 60 per cent capacity.
“When we see trends like that it is very promising; there is light at the end of the tunnel.”
Mr Philips said Ras Al Khaimah's tourism authority was working on a multi-tiered approach to attract visitors to the emirate.
“The first customer base will come from within the UAE, people that want to get out of the house for a few days,” he said.
“When the time is right, hotels will start releasing short vacation packages once government restrictions are eased.
“As part of the packages, we will offer free tickets to local destinations including the Jebel Ali Zipline.”
Once the domestic market starts to resume travel again, Mr Philips said the authority would aim to attract regional tourists.
“As and when countries are given the go-ahead to open up their borders to visitors again, people will have the confidence to fly between neighbouring states, so we will focus on this market,” he said.
“The third round of recovery would be opening our destination up to other markets, like Asia and Russia, then the final would be Europe.
“Whenever it is safe for guests to travel we are ready.”
In terms of supporting local businesses, Mr Philips said both the government and the authority were focused on three factors: protecting employees; supporting business partners; and ensuring the destination was ready for recovery.
To that end, RAK Tourism Development Authority has announced a series of further measures designed to ease financial pressures caused by the pandemic.
“We announced a 100 per cent waiver on all tourism licensing fines until September 30, a 100 per cent waiver on renewal or license fees until Q3 and a full waiver on all participatory fees for any road shows attended up until the end of 2021,” Mr Philips said.
The bio
Who inspires you?
I am in awe of the remarkable women in the Arab region, both big and small, pushing boundaries and becoming role models for generations. Emily Nasrallah was a writer, journalist, teacher and women’s rights activist
How do you relax?
Yoga relaxes me and helps me relieve tension, especially now when we’re practically chained to laptops and desks. I enjoy learning more about music and the history of famous music bands and genres.
What is favourite book?
The Perks of Being a Wallflower - I think I've read it more than 7 times
What is your favourite Arabic film?
Hala2 Lawen (Translation: Where Do We Go Now?) by Nadine Labaki
What is favourite English film?
Mamma Mia
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How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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Common OCD symptoms and how they manifest
Checking: the obsession or thoughts focus on some harm coming from things not being as they should, which usually centre around the theme of safety. For example, the obsession is “the building will burn down”, therefore the compulsion is checking that the oven is switched off.
Contamination: the obsession is focused on the presence of germs, dirt or harmful bacteria and how this will impact the person and/or their loved ones. For example, the obsession is “the floor is dirty; me and my family will get sick and die”, the compulsion is repetitive cleaning.
Orderliness: the obsession is a fear of sitting with uncomfortable feelings, or to prevent harm coming to oneself or others. Objectively there appears to be no logical link between the obsession and compulsion. For example,” I won’t feel right if the jars aren’t lined up” or “harm will come to my family if I don’t line up all the jars”, so the compulsion is therefore lining up the jars.
Intrusive thoughts: the intrusive thought is usually highly distressing and repetitive. Common examples may include thoughts of perpetrating violence towards others, harming others, or questions over one’s character or deeds, usually in conflict with the person’s true values. An example would be: “I think I might hurt my family”, which in turn leads to the compulsion of avoiding social gatherings.
Hoarding: the intrusive thought is the overvaluing of objects or possessions, while the compulsion is stashing or hoarding these items and refusing to let them go. For example, “this newspaper may come in useful one day”, therefore, the compulsion is hoarding newspapers instead of discarding them the next day.
Source: Dr Robert Chandler, clinical psychologist at Lighthouse Arabia
The biog
Favourite car: Ferrari
Likes the colour: Black
Best movie: Avatar
Academic qualifications: Bachelor’s degree in media production from the Higher Colleges of Technology and diploma in production from the New York Film Academy
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Tips from the expert
Dobromir Radichkov, chief data officer at dubizzle and Bayut, offers a few tips for UAE residents looking to earn some cash from pre-loved items.
- Sellers should focus on providing high-quality used goods at attractive prices to buyers.
- It’s important to use clear and appealing photos, with catchy titles and detailed descriptions to capture the attention of prospective buyers.
- Try to advertise a realistic price to attract buyers looking for good deals, especially in the current environment where consumers are significantly more price-sensitive.
- Be creative and look around your home for valuable items that you no longer need but might be useful to others.
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Khalfan Mubarak
The Al Jazira playmaker has for some time been tipped for stardom within UAE football, with Quique Sanchez Flores, his former manager at Al Ahli, once labelling him a “genius”. He was only 17. Now 23, Mubarak has developed into a crafty supplier of chances, evidenced by his seven assists in six league matches this season. Still to display his class at international level, though.
Rayan Yaslam
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Ismail Matar
The Al Wahda forward is revered by teammates and a key contributor to the squad. At 35, his best days are behind him, but Matar is incredibly experienced and an example to his colleagues. His ability to cope with tournament football is a concern, though, despite Matar beginning the season well. Not a like-for-like replacement, although the system could be adjusted to suit.
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World Series: South Africa
Women’s World Series: Australia
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Gulf Vets: Jebel Ali Dragons Veterans
Gulf Women: Dubai Sports City Eagles
Gulf Under 19: British School Al Khubairat
Gulf Under 19 Girls: Dubai Exiles
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International Vets: Joining Jack
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The specs: Audi e-tron
Price, base: From Dh325,000 (estimate)
Engine: Twin electric motors and 95kWh battery pack
Transmission: Single-speed auto
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Range: 400 kilometres
The specs
Engine: 2.0-litre 4-cyl turbo
Power: 247hp at 6,500rpm
Torque: 370Nm from 1,500-3,500rpm
Transmission: 10-speed auto
Fuel consumption: 7.8L/100km
Price: from Dh94,900
On sale: now
Our legal columnist
Name: Yousef Al Bahar
Advocate at Al Bahar & Associate Advocates and Legal Consultants, established in 1994
Education: Mr Al Bahar was born in 1979 and graduated in 2008 from the Judicial Institute. He took after his father, who was one of the first Emirati lawyers
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Profile
Co-founders of the company: Vilhelm Hedberg and Ravi Bhusari
Launch year: In 2016 ekar launched and signed an agreement with Etihad Airways in Abu Dhabi. In January 2017 ekar launched in Dubai in a partnership with the RTA.
Number of employees: Over 50
Financing stage: Series B currently being finalised
Investors: Series A - Audacia Capital
Sector of operation: Transport
Read more from Aya Iskandarani
Our family matters legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
German intelligence warnings
- 2002: "Hezbollah supporters feared becoming a target of security services because of the effects of [9/11] ... discussions on Hezbollah policy moved from mosques into smaller circles in private homes." Supporters in Germany: 800
- 2013: "Financial and logistical support from Germany for Hezbollah in Lebanon supports the armed struggle against Israel ... Hezbollah supporters in Germany hold back from actions that would gain publicity." Supporters in Germany: 950
- 2023: "It must be reckoned with that Hezbollah will continue to plan terrorist actions outside the Middle East against Israel or Israeli interests." Supporters in Germany: 1,250
Source: Federal Office for the Protection of the Constitution
TICKETS
Tickets start at Dh100 for adults, while children can enter free on the opening day. For more information, visit www.mubadalawtc.com.
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Our legal consultant
Name: Dr Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
A Bad Moms Christmas
Dir: John Lucas and Scott Moore
Starring: Mila Kunis, Kathryn Hahn, Kristen Bell, Susan Sarandon, Christine Baranski, Cheryl Hines
Two stars
