Ras Al Khaimah is just an hour’s drive from Dubai, but it claims to offer visitors a unique, more authentic Middle Eastern experience while sacrificing none of the luxury of its glitzier neighbour.
Until now, the destination has appealed mainly to families seeking value-for-money, all-inclusive holidays, but it is aspiring to attract more luxury clientele following the opening of a number of upscale hotels and the launch of additional UK flights.
Currently, it has five upmarket properties: two Ritz-Carltons, one on the beach (pictured above) and the other in the desert; an Anantara, which offers Ras Al Khaimah’s only over-water villas; an InterContinental; a Waldorf Astoria and a Sofitel.
Later this year, Saij Mountain Lodge will open on the Jebel Jais mountain range, promising an ‘immersive eco-retreat’, although its on-sale date has yet to be confirmed. A number of other high-end properties are in the pipeline, including a Nobu and a Four Seasons.
As a result, UK luxury operators are ‘slowly switching on’ to the emirate, according to the Ras Al Khaimah Tourism Development Authority’s UK and Ireland Marketing Manager Emma Charlesworth. “It is a work in progress, but luxury is where we want to invest.”
She insists Ras Al Khaimah offers better value than neighbouring Dubai, but with the same level of service. “I can’t give exact price comparisons, but it’s definitely better value,” she says.
Visitors will find lots going on too, said Emma, especially adrenaline junkies looking for adventurous activities. For instance, it has the longest zipline in the world, a Bear Grylls outdoor survival camp on the cliffs of Jebel Jais, desert safaris and camping, hiking and golf.
“It is also one of the most authentic parts of the UAE,” she adds. “For example, you can visit a pearl farm and learn about the history of pearl farming, you can visit a hilltop fortification and other historic sites, such as a preserved stone village.”
Emma suggests agents could pair Ras Al Khaimah with other UAE destinations, including Dubai and Abu Dhabi, or even Hong Kong or an African safari, using Emirates flights.
Most British guests currently fly in via Dubai, but Emma thinks a new twice-daily service by low-cost carrier Air Arabia between Gatwick and Sharjah, starting on 29 March, will be a game-changer.
“Sharjah is closer to Ras Al Khaimah than Dubai, and I believe those flights will be cheaper too,” she says.
Of course, Ras Al Khaimah isn’t the only Middle East destination to have set its sights on the international luxury market. Saudi Arabia is in the midst of major expansion of its upmarket offering, while Bahrain is making a fresh attempt to attract more British guests.
“We don’t see other countries in the Middle East as our competitors, though,” says a spokesperson for Ras Al Khaimah. “In general, UK holidaymakers don’t have a very good understanding of the Middle East, so if another country in the region is raising its profile, that will benefit us as well. We all offer something different.”
