In line with its new Destination Strategy 2019-2021 and long-term objectives of strengthening the emirate’s presence in key international markets, Ras Al Khaimah Tourism
Development Authority has announced the opening of its first international representative office in Prague, Czech Republic,
The location will manage and oversee the authority’s activities in the central and eastern Europe.
The new office is in one of the most important economic, transportation and communication centres in the region, and will play a vital role in promoting the destination and driving further growth in the number of visitors travelling to Ras Al Khaimah.
Central and eastern European countries have shown increased interest in the emirate over the past few years with significant growth year-on-year.
In 2018 visitor numbers from the Czech Republic and Hungary were up by 18.4 per cent and 11.4 per cent respectively compared to the previous year.
Announcing the opening of the new office, Haitham Mattar, chief executive of Ras Al Khaimah Tourism Development Authority, said: “Our New Destination Strategy 2019-2021 aims to attract 1.5 million visitors to the emirate by 2021.
“We believe that by providing a compelling proposition and establishing dedicated presence in our key international target markets, we will be able to promote the destination and its diverse offering driving growth in visitor numbers.”
He added: “Central and eastern European countries are amongst the fastest growing markets for us and frequently rank in our top ten source markets for visitors.
“The new representative office in Prague will support our promotional activities, trade partnerships and help us develop the region’s high potential outbound market.”
Adding to Ras Al Khaimah Tourism Development Authority international representation offices in UK, Germany, Russia and Nordics, the Prague office will support initiatives to drive further awareness of the emirate as a multi-faceted leisure destination to Central and East European travellers.
In 2018 approximately 48,000 visitors from central and eastern Europe chose to spend their vacation in Ras Al Khaimah.
The increase in demand from these markets was further highlighted by the introduction of direct flights between RAK International Airport and several cities in Poland including Warsaw, Katowice, Poznan and Wroclaw, as well as direct flights to Prague in the Czech Republic.