On June 27, Ras Al Khaimah Tourism Development Authority (RAKTDA) signed a strategic Memorandum of Understanding (MoU) with Tongcheng Travel, one of China’s leading OTA. The partnership, launched during RAKTDA’s China Roadshow, aims to introduce a series of targeted initiatives designed specifically for the Chinese market.
Through resource integration, precision marketing, customized product development, and digital promotion, the collaboration seeks to enhance Ras Al Khaimah’s brand awareness and appeal among Chinese travelers.
As one of Ras Al Khaimah’s key strategic markets, China continues to demonstrate robust growth in visitor numbers. In 2024, Chinese arrivals to Ras Al Khaimah increased by 10% year-on-year, with a further 17% growth recorded from January to May 2025 compared to the same period last year. The partnership with Tongcheng Travel is set to deepen cultural and tourism exchanges between the two sides and accelerate the growth of Chinese outbound travel to the emirate.
Jebel Jais
The collaboration covers the entire travel journey, from inspiration and itinerary planning to hotel bookings, and immersive destination experiences. Through targeted content promotions, exclusive campaigns, and tailor-made travel products, the two parties aim to position Ras Al Khaimah as the premier choice for Chinese travelers seeking authentic Arabian culture and breathtaking natural landscapes, delivering a seamless, outstanding outbound travel experience.
Mr. Iyad Rasbey, Vice President of Destination Tourism Development at RAKTDA, said: “China continues to be a key market, with visitor arrivals showing strong and sustained growth. We are pleased to join forces with Tongcheng Travel, leveraging our strengths in destination storytelling and marketing alongside Tongcheng’s deep insights into Chinese travelers and its well-established digital platform. Together, we aim to curate exclusive experiences tailored to the needs and interests of Chinese tourists.”
Ms. Cao Shuai, CEO of the Government Cooperation Department at Tongcheng Travel, shared: “Ras Al Khaimah captivates with its stunning landscapes, rich heritage, and diverse experiences for all ages—making it an ideal destination for Chinese travelers. Through this strategic partnership with RAKTDA, we aim to boost the emirate’s visibility in China and inspire more travelers to embark on a ‘Treasure Journey’ to the Nature Emirate.”
Suwaidi Pearls
In addition, RAKTDA hosted events in Shenzhen, Beijing and Shanghai welcoming key partners and representatives from leading mainstream, travel, and lifestyle media outlets. The events offered an in-depth introduction to Ras Al Khaimah’s unique appeal as “The Nature Emirate.”
As one of the oldest emirates in the UAE, Ras Al Khaimah boasts a history dating back over 7,000 years, along with striking natural landscapes including Jebel Jais, the highest peak in the UAE, a 68-kilometer coastline, and vast red sand deserts. Through immersive presentations and interactive exchanges, RAKTDA invited its guests to embark on a ‘Treasure Journey’ and discover a destination where natural beauty meets modern vitality.
[All images are courtesy of RAKTDA]
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