Ras Al Khaimah Emirate is rapidly strengthening its position in the global tourism market by offering visitors a unique blend of pristine natural beauty, high-quality service, and modern infrastructure. In an exclusive interview with Delovoy Kazakhstan and DKnews.kz, Mr. Iyad Rasbey, Vice President of the Emirate’s Tourism Development Department, highlights the key achievements and future plans of Ras Al Khaimah, explaining how the region is adapting to major global tourism trends such as digitalization, sustainable development, and the growing demand for authentic experiences.
The interview also focuses on Ras Al Khaimah’s growing relationship with the Kazakh market, which, in recent years, has become the second-largest source of tourists for the Emirate. Mr. Rasbey discusses the measures taken to create a welcoming environment for Kazakh travelers, ranging from expanding “all-inclusive” hotel offerings to introducing Russian-language services.
What ambitious goals has Ras Al Khaimah set for 2030? What new projects can tourists look forward to in the near future, and why is Ras Al Khaimah often referred to as the “nature emirate”? These questions and more are answered in our exclusive interview.
– Mr. Rasbey, almost two years ago you gave an interview to our publication. Thank you for agreeing to speak with us again. How would you assess the current state of Ras Al Khaimah’s tourism sector, and what specific goals have you set in terms of attracting visitors and developing tourism infrastructure?
– First of all, let me thank you for the invitation. It’s always a pleasure to return to Kazakhstan and engage with the local media.
Last year was a record year for us in terms of visitor numbers. Our goal is to triple that number by the end of this decade, meaning by 2030. Right now, Ras Al Khaimah’s tourism industry is going through a period of transformation. New hotels are being built, and infrastructure continues to grow.
We have a master plan for the Emirate’s development that looks 25 years ahead. We’ve set bold objectives and are confident that Ras Al Khaimah is truly a destination of the future—particularly for markets like Kazakhstan, where we see significant potential for increasing inbound tourism.
– What achievements have you made in promoting the Emirate as a travel destination over the past few years?
– We consistently work in close cooperation with our partners and tour operators to understand the needs of travelers from each specific region. We know exactly what a Kazakh family or a Kazakh tourist expects from our destination.
We focus on ensuring that guests feel at home in Ras Al Khaimah. For instance, we make sure that there are Russian-speaking staff members at hotel reception desks and restaurants, as we know Kazakh tourists greatly value this service.
Additionally, Kazakh tourists often prefer an “all-inclusive” format. Therefore, most of our hotels offer this option. We take a similar approach when working with other markets: we tailor our offerings to meet the needs of different regions.
– The global tourism market is highly competitive. What makes Ras Al Khaimah particularly appealing to Kazakh travelers? How would you describe the Emirate’s competitive advantages on the world stage?
– Tourism is indeed a highly competitive space worldwide. First, I want to emphasize that the UAE as a whole is among the safest countries in the world.
It’s a place where personal safety is highly respected, and where every religion, tradition, and culture is honored. Anyone traveling to the UAE—and specifically to Ras Al Khaimah—will feel secure.
Moreover, the climate is a major benefit. When it’s cold in Kazakhstan, we have weather similar to summer. This makes Ras Al Khaimah an ideal escape for travelers from Kazakhstan, Europe, and elsewhere.
Focusing specifically on Kazakhstan, we’ve worked closely with local partners over the past five years to make our Emirate as welcoming as possible. Kazakh tourists who come here often feel right at home, which is evident in the high number of repeat visitors who return year after year.
– Which trends in global tourism do you consider most important, and how are they reflected in Ras Al Khaimah’s development strategy? For example, digitalization and the growing interest in authentic travel experiences.
– Digitalization is a major current trend. We aim to integrate it in several ways.
Today’s travelers want everything at the click of a button—booking hotels, ordering food through mobile apps, and so on. At the same time, human interaction remains crucial. While we can easily order via an app, we still appreciate personal service from a real person, not a robot.
Another trend is the rise in popularity of all-inclusive packages, now not only in Kazakhstan but also in Europe. In Ras Al Khaimah and across the UAE, we offer a premium version of “all-inclusive” coupled with top-tier service.
A third trend is the growing preference for quiet, secluded destinations. Tourists increasingly want to escape bustling megacities and opt for serene resorts. Ras Al Khaimah is an ideal option in this regard.
– How do you maintain the balance between increasing tourist numbers and preserving authenticity? What measures are being taken to minimize the environmental impact of tourism?
– We pay close attention to conserving the Emirate’s natural environment. Even though we plan to triple our tourist numbers over the next six years, we’re determined to maintain our reputation as the “nature emirate.”
We avoid overcrowding by design. Our new hotels are built with expansive beaches and multiple pools.
It’s not unusual to find six, seven, or even nine pools at one hotel, and some properties boast beaches spanning a kilometer or more. This means our guests don’t feel cramped or overwhelmed, allowing them to relax comfortably. We’re committed to maintaining this sense of space and harmony with the environment.
Even during peak season, you won’t feel that the Emirate is crowded. Preserving the balance between nature and tourism is one of our core principles.
– Ras Al Khaimah is known for its diverse landscapes. Which nature-based tourism segments are you planning to develop first?
– Indeed, we have unique natural treasures. For example, Jebel Jais is the highest peak in the UAE. It has become a major adventure hub, featuring the world’s longest zipline and various other outdoor activities.
We also have vast desert areas and more than 80 cultural heritage sites, four of which are included on UNESCO’s tentative list. We’re working hard to preserve, develop, and promote these sites to ensure visitors can enjoy truly unique experiences.
On Jebel Jais alone, you can easily spend two days engaged in different activities without getting bored. And beyond the mountains, you can explore cultural sites, desert settings, and beautiful beaches. Many new projects are in the pipeline, such as the introduction of paragliding on Jebel Jais this year. The rest are still under wraps, but we’ll share details soon.
– What about MICE tourism in Ras Al Khaimah? What advantages does the Emirate offer for event organizers and participants?
– In 2024, we anticipate a 40% increase in MICE tourism compared to the previous year—this includes meetings, conferences, and corporate trips.
Over the past five years, we’ve worked closely with partners to position Ras Al Khaimah on the global MICE stage. Initially, the Emirate was known primarily as a leisure destination. However, we’ve successfully developed offerings for business travelers and corporate groups seeking something out of the ordinary. Thanks to our many adventure and leisure options, we can cater to this segment.
We have a world-class convention center right on the coast—one of a kind in our region—standing independently with direct access to the sea.
We’ve also introduced various support programs for the MICE segment. For instance, we offer incentives for organizers bringing business groups, and we can provide cultural venues for gala dinners, receptions, and more. Overall, the MICE sector in Ras Al Khaimah is poised to grow year after year.
– Which accomplishments in tourism development do you consider the most significant during your tenure? What are you particularly proud of?
– There are many milestones to be proud of. Specifically, I’m thrilled with our success in the Kazakh market. Five years ago, visitor numbers from Kazakhstan were relatively small. Today, Kazakhstan is our second-largest market in terms of tourist arrivals. This is a direct result of our efforts to tailor a suitable product for Kazakh travelers, grow the market, and preserve—and even increase—our market share. I’m confident that Kazakhstan will play a substantial role in helping us reach our target of 3.5 million tourists.
– What advice would you give to travelers planning a trip to Ras Al Khaimah? Which places and activities should be on everyone’s must-do list?
– There is so much to see and do in Ras Al Khaimah, but I’ll highlight a few unique experiences.
You simply must try the world’s longest zipline, situated on Jebel Jais. Also, be sure to visit 1484, the highest restaurant in the UAE, so you can say you’ve dined at the country’s top altitude.
Don’t miss the pearl farm, a signature attraction you’ll only find in Ras Al Khaimah. A camel ride through the desert and visits to our cultural landmarks are also highly recommended.
In short, there are countless activities—from outdoor adventures to heritage explorations—and I advise travelers to experience them all if they can.
Ras Al Khaimah Emirate continues to develop at a rapid pace as one of the most promising travel destinations, drawing visitors from around the world with its warm climate, diverse landscapes, and high-quality service. With a clear strategy, attention to detail, and a focus on meeting travelers’ expectations, the Emirate has firmly secured its competitiveness on the global market and plans to triple its visitor count by 2030.
For Kazakh tourists in particular, Ras Al Khaimah is emerging as a place to enjoy top-tier hotels offering “all-inclusive” packages while also experiencing one-of-a-kind attractions—from the thrilling zipline on Jebel Jais to the fascinating pearl farm and rich cultural heritage sites.
As Mr. Iyad Rasbey notes, Ras Al Khaimah will continue to prioritize sustainable growth, placing special emphasis on environmental conservation, innovation, and ensuring a comfortable stay for visitors. The future of Ras Al Khaimah promises to be exciting, and a journey to this remarkable Emirate is sure to be unforgettable.
