The Ras Al Khaimah Tourism Development Authority (RAKTDA) and Trip.com Group, a global travel services provider, have signed a Memorandum of Understanding (MoU) at ITB Berlin 2025. This agreement aims to introduce a range of initiatives designed to enhance Ras Al Khaimah’s appeal as a must-visit destination for Chinese travellers. The MoU builds on a period of growing momentum for Ras Al Khaimah in China. Signed by Amanda Wang, Vice President of Trip.com Group, and Iyad Rasbey, Vice President of Destination Tourism Development at RAKTDA, the MoU extends their successful partnership and sets the stage for initiatives that will increase Ras Al Khaimah’s visibility, accessibility, and appeal in China, one of the world’s fastest-growing outbound travel markets.
Leveraging Trip.com Group’s advanced digital ecosystem, data intelligence, and vast consumer reach, the partnership will implement strategic marketing campaigns targeting Chinese travellers at every stage of their journey – from inspiration and planning to booking and on-the-ground experiences. With immersive storytelling, exclusive promotions, and tailored travel packages, Ras Al Khaimah will be showcased as the ideal destination for Chinese visitors seeking an authentic Arabian escape. Known for its stunning natural landscapes, rich cultural heritage, and world-class hospitality, the Nature Emirate presents a unique blend of adventure, relaxation, and history, offering a compelling alternative to traditional Middle Eastern destinations.
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Since the partnership’s initiation in June 2024, Trip.com Group has generated over 17.5 million page impressions for Ras Al Khaimah. The collaboration has proven particularly beneficial for the Emirate’s hospitality sector, with hotel bookings rising by 22% in the second half of 2024, thanks to targeted promotions and destination marketing campaigns. The success of the partnership was recognised when Trip.com Group awarded RAKTDA with the “Outstanding Strategic Partner of the Year” and “Best Overseas Partner of 2024” honours at its Global Partner Summit in December 2024.
Iyad Rasbey, Vice President of Destination Tourism Development at RAKTDA, commented, “China is one of the fastest-growing source markets. The extension of our partnership with Trip.com Group is a key step in our strategy to explore new growth opportunities. By combining our expertise in destination marketing with Trip.com Group’s market insights and digital influence, we can present Ras Al Khaimah to a wider audience, showcasing its heritage and Arabian hospitality.”
Amanda Wang, Vice President of Trip.com Group, highlighted the shared vision between the two entities in attracting Chinese travellers. “Ras Al Khaimah offers natural beauty, adventure, and cultural significance,” she said. “We aim to enhance our digital capabilities with RAKTDA to create engaging stories for Chinese travellers. By strengthening our marketing efforts and increasing Ras Al Khaimah’s presence on our platforms, we hope to draw more visitors to experience this remarkable emirate.”
As part of the next phase of the collaboration, the partners will launch a flagship Ras Al Khaimah Star Hub store on Ctrip, Trip.com Group’s leading travel platform for Chinese travellers. The store will offer a dedicated space for travel inspiration, promotions, and curated itineraries. Additionally, RAKTDA is enhancing the travel experience for Chinese tourists by providing language support and digital payment solutions. In 2024, RAKTDA reported its strongest year to date, welcoming a record 1.28 million overnight arrivals. This achievement marked a 12% increase in tourism revenues and a 15% rise in MICE visitors. This success highlights Ras Al Khaimah’s strategic growth plan, with a target of attracting over 3.5 million visitors annually by 2030.
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