Ras Al Khaimah Tourism Development Authority has launched a new destination marketing campaign - I Found Ras Al Khaimah.

The campaign made its global debut as the Emirate looks to capitalise on increasing visitor interest from the UK and other international markets by highlighting the hidden gems, diverse attractions and adventure Ras Al Khaimah has to offer.

The global promotional campaign incorporates the value of exploration and discovery in Ras Al Khaimah, showcasing everything from adrenaline-packed activities like mountain hiking and ziplining, pristine beaches, to engaging with local communities and learning about ancient rural lifestyles and cultures.

Ras Al Khaimah, one of seven emirates that make up the United Arab Emirates, features 64 kilometres of beautiful beaches, historic forts, scenic mountains, terracotta deserts and some of the most diverse and enchanting landscapes in the region – all just 45 minutes from Dubai International Airport.

The new destination campaign will continue to raise awareness and interest in Ras Al Khaimah while growing its reputation as the leading adventure and leisure tourism hub in the Middle East.

“As we look towards our existing goal of attracting one million visitors by the end of 2018 and our new ambition to attract three million by 2025, it is important that we maintain this momentum and bring the destination to life through impactful global campaigns like I Found Ras Al Khaimah.

“Our incredible experiences, including the world’s longest zipline, have helped put Ras Al Khaimah on the global tourism map, but we need to continue to showcase the diversity of the destination to travellers from across the globe, so that they have the chance to find Ras Al Khaimah for themselves,” commented Haitham Mattar, chief executive of Ras Al Khaimah Tourism Development Authority.

The campaign will be rolled out in all Ras Al Khaimah’s key source markets with the primary purpose and delivery intent to bolster numbers, drive a targeted approach to online marketing, and demonstrate commitment to supporting trade and hotel partner relationships.

Find out more below as Breaking Travel News chats with Haitham Mattar, chief executive of the Ras Al Khaimah Tourism Development Authority, in London: