The new year is an opportunity to reflect on the values that matter to the travel & tourism industry even after the pandemic ends, according to Raki Phillips of the Ras Al Khaimah Tourism Development Authority. In this “Good Tourism” Insight, Mr Phillips explains how the Emirate is embedding sustainability into everything it does.
Let me start by telling you a little bit about Ras Al Khaimah. It is the northern-most emirate in the United Arab Emirates, located only 45 minutes’ drive from Dubai International Airport. Ras Al Khaimah boasts spectacular mountain views, epic historic sites, terracotta dunes, and a breath-taking coastline, making it the perfect destination for active adventurers, cultural explorers, and leisure seekers looking for the ideal destination to explore with their families and friends. We are also home to the UAE’s highest peak, Jebel Jais, where temperatures are around 10 degrees lower than at sea level.
Jebel Jais also stands as a symbol of how Ras Al Khaimah’s tourism industry is adapting to change while protecting the enduring value of our natural surroundings. As many other articles on this blog have noted, it is an endless balancing act to promote a destination while also safeguarding what makes it special in the first place. This balance is made more difficult by the disruption arising from COVID-19, but even before the pandemic we in the industry were coping with the disruptions brought on by technology and shifting consumer patterns.
How have we done this? Here are four focus areas:
For the full "GT" Insight, please visit: https://goodtourismblog.com/2021/02/sustainable-tourisms-endless-balancing-act-preserving-promoting-ras-al-khaimah/