Ras Al Khaimah Tourism Development Authority (RAKTDA) and Emirates have signed a memorandum of understanding (MoU) to increase visitor arrivals to the emirate from selected markets across Emirates’ network.

Signed at Arabian Travel Market, the agreement covers joint marketing and advertising campaigns, trade and media familiarisation programmes and curated destination experiences. The partners will also explore sharing marketing costs for multi-market campaigns targeting priority markets.

RAKTDA and Emirates will develop bespoke products and packages for the airline’s customers, promoted through Dubai Experience on Emirates’ website, alongside incentives for tour operators and the wider travel trade.

The two parties will also explore sharing traveller insights to identify priority customer segments and support targeted marketing campaigns.

Phillipa Harrison, CEO of Ras Al Khaimah Tourism Development Authority, said: “As we expand our destination offering and cement Ras Al Khaimah’s positioning globally, working with Emirates will help connect the destination with audiences across key international markets. Through our collaboration with Emirates, we aim to build long-term value for our tourism partners and offer travellers more reasons to visit the UAE and explore Ras Al Khaimah.”

Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer said: “We are proud to support the Ras Al Khaimah Tourism Development Authority and their 2030 tourism targets. Emirates’ network reach of close to 140 destinations provides the scale required to reach new travellers and encourage them to expand their itinerary with the rich experiences Ras Al Khaimah has to offer. As our home and hub, we remain committed to showcasing the UAE’s breadth of attractions and depth of experiences available for visitors.” -TradeArabia News Service