Sample Work – PRESS RELEASE

Middle East – Ras Al Khaimah

An increasing global focus on the UAE over the past few years has broadened from the main cities to the

more rural MICE offerings in the Northern Emirates. Mark Atkinson visits Ras Al Khaimah.

It’s hard to find a more stark contrast to the ultra-modern and hyper-busy cities of Abu Dhabi or Dubai

than Ras Al Khaimah (RAK). The most northern emirate of the UAE, RAK is situated along an endless stretch

of unspoilt beach (around 65 kilometres) and nested within the Hajar Mountains that stretch from north-

eastern Oman across the UAE’s east coast.

The drive into RAK offers a scenic view of uninterrupted natural coastline – a particular treat for visitors

from Dubai, where it has now become hard to find a stretch of beach that hasn’t already been claimed

by a hotel property. While classified as a city, RAK’s centre resembles more of a town high street with all

the usual stores, banks and car showrooms. In the wider sense, including desert and mountain areas,

RAK spans around 1,700 square kilometres.

Despite this, under the progressive style of its current ruler, H.H. Sheikh Saud Bin Saqr Al Qassimi since

2010, Ras Al Khaimah is prospering as a business and MICE destination. It has an excellent communications

infrastructure, has drawn billions of dollars in investment, has a AA+ rating from Standard & Poor's as of

2012 – and according to RAK Investment Authority, was recently rated the best investment destination by

FDI Magazine of the Financial Times.

As Mohab Ghali, Country Manager Ras Al Khaimah, Hilton Hotels comments, “RAK is swiftly becoming one

of the region’s top MICE destinations, thanks to the quality of its tourism and hospitality industry. Overall

visitor numbers are steadily increasing as industry and government work in tandem to promote RAK as a

destination globally, attracting niche segments such as adventure/cultural tourists and the MICE industry.

“RAK’s strength lies in its versatility and richness of culture. Whether you are looking for a beachside resort

in which to unwind, want a taste of the Emirati way of life or are an adrenalin junkie in search of the

next big

adventure, you will find it in RAK – infrastructural, tourism, creek and mountain developments – or the

US$1 billion Real Madrid venture.” The Real Madrid Resort Island, scheduled for completion in January

2015, is targeted to attract one million visitors a year, comprising a theme park, museum and luxury

hotels.

Getting to RAK is reasonably straightforward – although not via its own tiny airport, which is restrictive in

terms of international flights. International travellers generally fly into Dubai, with around an hour’s drive

to RAK via the fast and mostly uncluttered Emirates Road highway.

So far, RAK’s hotel stock is reasonably limited, although ranges well from the luxurious and idyllic to the

more business-functional (see section below). More hotel developments are underway with a target for

10,000 rooms by 2016.

Even for more leisure-oriented properties, the corporate aspect is significant. “MICE business generates

20 per cent of revenue,” says Anders Dimblad, GM, Banyan Tree Al Wadi. “It’s an important sector for us,

accumulating business during the week and contributing high profile exposure.

“The UAE locally is a targeted primary market from sectors such as banking, consulting, government and

group leisure stays,” Dimblad continues. “As RAK continues to grow however, we are seeing numerous

international countries contributing to incentive and meeting stays. Local tour operators and companies

(from all industries) have turned to us for their corporate events, conferences, meetings, advisory board

meetings, incentives, product launches and team-building events.”

So far for MICE, hotels provide the main outlets although the much-anticipated US$400 million RAK

Convention and Exhibition Centre is due to open in 2013. According to developer, Rakeen, it will cover a

50,000-square-metre area and comprise five exhibition halls, three hotels with a total of 1,800 rooms, a

three-storey shopping mall and seven movie theatres.

Aimed as a new hub for offshore financial operations and corporate investors is the 750,000-square-

metre RAK Financial City – valued at US$0.8 billion with towers of 30-65 floors comprising offices,

residential apartments, hotels and commercial areas.

Also in development is Al Qassimi Corniche, leading from the beachfront into the city centre. Its first

outlet, Italian restaurant ‘Pesto’ opened in February 2012. In Q1 2013, a seafood restaurant will also open

– and more will no doubt follow.

As Victor Louis, COO, RAK Tourism Development Authority explains, “RAK has its own unique identity with

a diversity of landscapes that makes it the perfect getaway for business meetings and team-building

exercises combined with leisure, adventure, and quality-value experiences. Boasting coastal areas and

desert against a backdrop of rugged mountains, RAK’s natural terrain allows for a plethora of activities

that can cater to every need and preference – including mountain climbing, abseiling, biking, kayaking,

archery, diving, light aviation, golfing and fishing (see incentives section below). Such a wide selection of

terrains and activities within one easily accessible destination is quite unique.

“For companies based in Dubai or Abu Dhabi, distractions are inevitable, thus diluting the whole

experience,” he continues. “This is where RAK holds the ultimate advantage. By bringing the business

event to RAK, there is a surety that it will run seamlessly and without distraction.”

All said, development has upsides as well as downsides. Thus far, RAK has preserved its unspoilt rural

charm and retains some of the most dramatic landscapes and vistas seen in the region. Its emerging MICE

market promises to bring this emirate the prosperity it is so actively targeting. Yet how it balances its rural

charm with the trappings of corporate success remain to be seen.

Current and upcoming hotels

Banyan Tree Al Wadi, Ras Al Khaimah It would be difficult to find a more idyllic setting than Banyan Tree Al Wadi. Opened in 2010, it comprises 101 tented beachfront villas replicating Bedouin tents but with a few small differences – executive desks, sundecks and private pools. For corporate events, it has various meeting/conference packages. Meeting rooms, equipped with audio-visual equipment, LCD projectors and secretarial support where needed, can be partitioned to accommodate up to 60 delegates, while Banyan Hall can accommodate up to 140 people. Unique leisure facilities include a 60-hectare nature reserve for Arabian gazelles and Oryx, a bird-watching hole and falconry centre.

+971-7-2067777, reservations-alwadi@banyantree.com, www.banyantree.com/en/al_wadi

Hilton Ras Al Khaimah Also located on the beach, but within the city centre, Hilton Ras Al Khaimah provides easy walking access to RAK’s central shopping/business area. Its 277 rooms are modern and functional in design – and like all properties mentioned, have high speed Internet. Three meeting rooms accommodate 30-80 people, while the grand ballroom can seat 150-250 for conferences. Other facilities include a health club, temperature-controlled swimming pools and water sports centre. +971-7-2288888, http://www3.hilton.com/en/hotels/uae/hilton-ras-al-khaimah- RKTHIHI/index.html

Al Hamra Fort Hotel and Beach Resort Occupying more than 500 metres of beachfront, this strongly Arabian-themed resort mostly comprises villas (183 of the total 266 rooms) set in garden surroundings and all with Internet connection. Like the external architecture, room interiors are beautifully and simply decorated in Arabian style. For conferences/seminars/product launches is the Al Hamra Convention Centre with a capacity for 800 and all audio-visual modern conveniences. Numerous leisure facilities include tennis courts, water sports, fitness centre and a complement of different themed restaurants. Golf lovers can enjoy the nearby 18-hole Al Hamra Golf Club. +971-7-2446666, reservations.hamra@hilton.com, http://www.alhamrafort.com

Doubletree by Hilton Ras Al Khaimah Also within RAK’s business centre is another Hilton property, the Doubletree. Unlike all other five-star hotels mentioned thusfar, this more likely rates as a four-star property. Comprising 125 simple, modern and tastefully designed rooms, suites and one- to three-bedroom apartments, the hotel features high speed Internet access throughout. Although the hotel does not sit directly on the beach, a shuttle service is provided which takes just a few minutes. There are two boardrooms, each with a capacity of 20 and the full complement of audio-visual equipment. Recreational facilities include a fitness centre, rooftop pool and all-day dining restaurant with live cooking stations. 971-7-2260666, http://doubletree3.hilton.com/en/hotels/uae/doubletree-by-hilton-hotel-ras- al-khaimah-RKTDTDI/index.html

Waldorf Astoria Of the new hotels planned, one notable property is the 349-room Waldorf Astoria, designed in a style “inspired by the palaces of the Arabian Peninsula” and scheduled to open in March 2013. Each room will feature high speed Internet and will look out onto the coastline and the hotel’s 18-hole golf course. Business facilities will comprise six boardrooms for 5-20 people, a convention centre with a capacity for 800 and a ballroom for corporate events with pre-function spaces. Along with a sizable complement of sport facilities, the hotel’s 11 restaurants and bars will include a steakhouse plus Japanese and Arabian fine dining. +971-2288844, rktwawa_hotel@waldorfastoria.com, www.waldorfastoriarak.com

Victor Louis, COO, RAK Tourism Development Authority, highlights the emirate’s wide spectrum of incentive options available to MICE visitors.

Pearl Museum and Pearl Farm Possibly the only still-functioning pearl farm in the region produces more than 100,000 pearls each year and offers the unique opportunity to learn and experience first-hand the processes of natural pearl cultivation – and take a pearl home if the oyster you pick yields one.

Golf and water sports The Arabian Gulf’s clear blue waters provide the perfect conditions for scuba diving, snorkelling, sailing and water skiing – along with kayaking in RAK’s mangroves. RAK also offers two 18-hole championship golf courses – Al Hamra Golf Club and Tower Links Golf Club, with outstanding facilities and night-lit courses.

Iceland Water Park The UAE’s latest and largest water park spread over 110,000 square metres along the Arabian Gulf coast, Iceland also has the world’s largest rain dance pool for up to 6,000 guests, aqua soccer, and an Olympic-size swimming pool.

Jazirah Aviation Club This is the first microlight and LSA flying club in the region. Besides experiencing a flight across RAK, the club also provides approved training on various flying machines by qualified aviation instructors.

Nature reserve at Banyan Tree Al Wadi Resort Home to a number of indigenous rare types of local plants, wildlife and endangered species within 130 hectares, this nature reserve is where gazelles, Oryx and horses roam freely. Visitors to Banyan Tree Al Wadi can also enjoy archery, horseback riding and an exclusive falcon show against a natural desert backdrop. A current and extensive upgrade includes a new equestrian club and expanding the selection of wildlife.

Future developments

By October 2012, Ras Al Khaimah will offer the ultimate desert experience – Bassata Camp, with Bedouin shows, belly dancers, live barbecue dinner, dune-bashing (desert driving) and an exclusive sunset experience.

Later this year is the launch of the Prince of the Sea – a 100-foot sailboat offering

sailing trips along RAK’s wide sandy beaches and with an extensive entertainment programme covering lunch and sunset dinners, a belly dance show, DJ live music, snorkelling and water sports activities.