Global CEO Excellence 2017

CEO MONTHLY / GLOBAL CEO EXCELLENCE AWARDS 2017 47 “The biggest challenge is that by achieving so much and setting an example for the destination’s stakeholders, the pressure is now on me and my team to deliver large-scale projects on time and to the excellent quality that has become synonymous with RAKTDA. I always say that we have worked very hard and moved at a very fast pace. There is no room for slowing down, and we will continue to work even harder.” Regarding the future of RAKTDA and future projects, Haitham observes that the authority has already achieved some amazing success. As the fastest growing tourism sector in the UAE, with the emphasis on an increase in visitors from Europe. There is already progress concerning upcoming projects, including the world’s longest zip-line and an eco-friendly observation deck. “RAKTDA has already achieved amazing accomplishments to date. Ras Al Khaimah is now the fastest growing tourism sector in the GCC region, following increased year-on- year visitor numbers during Q1 2017. In 2016, Ras Al Khaimah welcomed over 820,000 visitors, a year-on- year increase of 10.9%. Surges from key source markets include a 35% increase in visitors from the UK, 28% from India and 25% from Germany. We also have the third highest occupancy rate in the Gulf Cooperation Council (GCC).” “One of the biggest success stories of 2016 was our Via Ferrata (iron path), which is a climbing ground with 3 zip lines ranging from 70m to 300m long, on Jebel Jais, the UAE’s highest peak at 1,934 metres above sea level. During its first month, the attraction generated AED 128,000 and 320 bookings. Bookings over the same period averaged 81%, with weekends achieving 94%. The target is set to establish Jebel Jais as a mixed-use destination with a number of unique accommodation offerings, from luxury mountain resorts and glamping experiences through to hiking and biking trails. In fact, development is well under way on the world’s longest and fastest zipline and an eco-friendly observation deck. The Jebel Jais Observation Deck will serve as a base camp for hikers and bikers looking to test their fitness levels. But the appeal will extend beyond the very active, letting visitors take in stunning sea and mountain views and Ras Al Khaimah’s magnificent sunrises and sunsets. The facility, which will also feature a multi-purpose events arena, picnic areas, numerous walking paths and a dedicated food truck zone, is due to open to the public in October.” Work never stops for Haitham and his team however, with him noting that there is still much more to aspire to in the long- term, with hard work required to meet the ambitious targets the team has set themselves. “Yet, there is still so much to aspire to. My goal is to ensure Ras Al Khaimah’s long-term sustainability while welcoming one million visitors by the end of 2018 and 2.5 million by 2025. I want the world to know our emirate is the de facto destination for authentic Arabian experiences. “For 2017, we have set ourselves some ambitious targets, but they are targets we are optimistic about. In addition to visitor numbers of 900,000, our goal is to increase the length of stay to 3.4 days, a growth of 2.4% on 2016, and contribute AED 1.1bn to GDP, up 2.1%. These goals will be supported through the continuation of various targeted campaigns across our source markets along with the openings of new offices in KSA, Nordic/ Scandinavia and the rest of Europe. These three offices will drive further growth from already popular destinations.” As CEO, moving forward the focus will be on Haitham and he tells us what plans he has to build upon his current success, both personally and for the authority. Haitham is always looking to learn and adapt to the ever-changing tourism industry. “My plans are to continue to learn from what I do every day, the wisdom of our Ruler and learn from my team. As people continue to travel we will always see an evolution in the way people choose their holidays, book and pay. It is critical that we are always on top of those ever- changing trends to ensure our success is sustainable for now and in the future.” Contact: [email protected]; Website: en.rasalkhaimah.ae