Ras Al Khaimah is keen to strengthen its position in the Indian market, catering to varied traveller segments. Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, talks to Disha Shah Ghosh about their focus cities, travel trade outreach and role of the newly-appointed India Director.
Q. Ras Al Khaimah is a relatively new entrant in India compared to the other emirates. What kind of challenges does it pose in a complex and fragmented tourism market like India?
India is diversified, value-sensitive, and experience-driven. The primary challenge is differentiation — we compete on value rather than volume. Ras Al Khaimah offers something unique: nature, adventure and authentic cultural experiences. We’re also moving beyond the metros. Tier-I and tier-II cities are rapidly growing regions, and we are actively engaging them through roadshows, partnerships, and content-driven outreach.
Q. What kind of brand identity/positioning do you plan to establish for Ras Al Khaimah in the Indian market? Where does India rank in global pecking order?
India ranks among our top five global markets and is of strategic priority to Ras Al Khaimah. It has immense potential as an outbound market in the region. We are positioning Ras Al Khaimah as a diverse, premium destination which offers a perfect balance with a wide range of hospitality options, adventure, natural beauty, and immersive cultural experiences. Our goal is to make Ras Al Khaimah a top choice for multi-generational Indian families, solo adventurers and couples. We’re also promoting Ras Al Khaimah as a multifaceted destination that seamlessly integrates leisure, MICE tourism, and beautiful wedding locations.
Q. What were the tourist numbers in 2024, especially from India? Enumerate on the options for access from India to Ras Al Khaimah.
Ras Al Khaimah saw a record 1.28 million tourists in 2024, and India remains one of the biggest contributors to this influx, driven by robust demand for leisure, MICE, and destination weddings. For Indian visitors, RAK is easily accessible—only 45 minutes from Dubai International Airport and 35 minutes from Sharjah Airport. IndiGo and Air India Express also offer direct flights to Ras Al Khaimah International Airport from major Indian cities such as Mumbai, Hyderabad, Kochi, and respectively Calicut, Kannur, and Lucknow, making the travel even simpler.
Q. How are you tapping MICE, leisure and family segments from India since there has been a growing demand across various verticals from India?
Indian travellers are increasingly looking for easily accessible destinations that provide distinct and diverse experiences. Ras Al Khaimah delivers on that promise with its natural landscapes— highest mountain in the UAE, vast deserts, and 68 kilometres of coastline—as well as luxury resorts such as Waldorf Astoria and Mövenpick, which are suitable for full buyouts for weddings, incentive group and social events.
In 2024, MICE visitor numbers to Ras Al Khaimah saw a 40% increase. To keep this momentum going, we’ve created a custom incentive programme for Indian MICE and wedding planners in partnership with the Ras Al Khaimah Tourism Development Authority (RAKTDA), RAK Airport, and major hospitality partners.
In addition to strengthen our wedding segment, we have introduced an e-learning-based certification programme for wedding planners, which grants them access to exclusive venues and expedited civil marriage certification, making the Emirate one of the most convenient and favourable destinations for event planners.
Q. In terms of trade outreach, what strategies are being put in place for India?
We have devised a comprehensive, multi-tiered plan to effectively engage both the travel trade and the media. Recognising that India is a broad and rapidly changing source market, we are focusing on highlighting the destination’s multifaceted appeal, which ranges from luxury and adventure to cultural and family-friendly activities.
We work closely with Indian tour operators to highlight the destination’s diverse appeal by designing tailored packages and itineraries for different traveller segments, holding regular training sessions and product knowledge webinars, organising familiarisation trips for key travel agents, and implementing co-marketing campaigns to increase visibility. Additionally, we are strengthening partnerships with major OTAs and tour operators to further drive awareness and bookings.
We hosted members of travel trade in Delhi and Mumbai this April at a networking session. We are rolling out a four-city roadshow in Delhi, Mumbai, Chennai, and Hyderabad in July. Collectively, these activities aim to strengthen trade partnerships, develop authentic narrative, and solidify the destination’s position as a top option for Indian tourists across different categories. In September, we are also participating in Melange in Mumbai to deepen our trade footprint.
Q. You have a new Director for India, how will this role further your plan for India?
Vishal Bhatia’s appointment as India Market Director is a big step forward to strengthen our presence in the Indian market. This appointment demonstrates our deep, long-term commitment to India and supports the increasing demand in the MICE, weddings, leisure, and family holidays segments from the region.
Vishal’s position will be dedicated to creating strong trade and consumer connections, increasing destination awareness in Tier-I and Tier-II cities, and leveraging major verticals like destination weddings and MICE tourism. He will also collaborate closely with our aviation, hospitality, and wedding planning partners to develop strong offerings suitable to the Indian market. We believe that Vishal’s leadership will drive our growth in India and bring Ras Al Khaimah’s profile as a year-round preferred destination into sharper focus.
