Raki Phillips on how RAKTDA is partnering with Huawei to boost tourism

The HDC· 2024 HUAWEI MEA Ecosystem Summit, held at the iconic Louvre Abu Dhabi, brought together Huawei Ecosystem partners from China, the Middle East, and Africa to showcase a seamless fusion of collaboration and innovation.

The summit created an unparalleled platform for exploring advancements in Huawei’s ecosystem, including AppGallery, Petal Ads and Cloud services, marking new heights in cross-market synergy and digital transformation.

By facilitating innovation and cooperation, HDC 2024 set the stage for new growth pathways and an exciting future in the digital ecosystem.

Here, Raki Phillips, the CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), discusses the emirate’s gaming tourism strategy, its plans to leverage historical sites and natural attractions to cater to diverse audiences, and the pursuit of direct flights from China to Ras Al Khaimah (RAK).

Q. Tell more about Ras Al Khaimah Tourism Development Authority (RAKTDA)’s participation in the HDC·2024 Summit. How does it align with your goals for Ras Al Khaimah as a tourism hub?

Our focus on vitality and quality of life while further boosting RAK’s GDP has made us an aspirational future city with growth at its core. When we began seeing all the growth potential, it became evident that proper emphasis on the Chinese market was essential to drive economic growth.

When evaluating potential partners to achieve our goals, we found very few who could deliver the results we needed. Huawei stood out as the best partner to help us target the Chinese market. The Chinese audience, being either unfamiliar with or needing further education about RAK, required a tailored approach.

Huawei provided invaluable support in crafting the right messaging for our marketing campaigns, videos, and other materials, focusing on what would resonate most with Chinese tourists.

Through our close collaboration with Huawei, we identified key drivers for the Chinese traveller: culture, history, activities, and comprehensive itineraries. These insights shaped our “China Ready” strategy, in which we assessed our destination offerings, identified gaps, and implemented improvements.

The results have been remarkable. Our overall visitor numbers have grown by 30 per cent year-on-year (YoY), and during Golden Week, following the campaign, we saw an incredible 300 per cent growth.

Q. How has the partnership with Petal Ads impacted RAK’s marketing efforts in China? What kind of results or feedback have you seen from Chinese tourists as a result of this collaboration?

Leveraging Petal Ads’ global reach, we targeted travellers seeking nature, adventure, culture, and history. This approach was especially relevant to China, a country with deep-rooted historical connections to Ras Al Khaimah dating back to the 15th century.

Together with the solid 40-year friendship between the UAE and China, the campaign was more impactful and meaningful.

Our strategic use of Pedal Ads enabled us to target potential travellers during the “dreaming” phase of their vacation planning. By focusing on building awareness and showcasing RAK’s unique offerings, we drove significant interest in our destination. The success of our first test during Golden Week, with a remarkable 300 per cent growth, is a testament to the effectiveness of this targeted approach.

The Chinese market presents immense potential for the UAE, which aims to attract 10 million Chinese visitors by the end of the decade. As Ras Al Khaimah, we are committed to capturing a significant share of this growing market.

Q. RAK recently hosted the AGC All-Star event, marking a significant step into esports. How does this event contribute to the emirate’s goal of becoming a premier destination for gaming tourism?

The AppGallery Gamers Cup – All-Star Esports Ras Al Khaimah was a groundbreaking event that pushed the boundaries of traditional gaming experiences. By hosting the first-ever beachside gaming tournament, we created a unique and immersive environment that captivated nearly 1,000 attendees.

The innovative approach, combined with the growing recognition of gaming as an Olympic sport, aligns perfectly with the UAE’s forward-thinking vision.

Q. What is RAK’s long-term vision for developing as a gaming and esports hub? Are there any specific plans for future collaborations with Huawei AppGallery or other gaming-related partnerships?

We are a destination of the future, and our goal is to grow RAK diversely and sustainably. The Chinese market is a key focus for us, and we’re collaborating with Huawei to build awareness and drive tourism conversions.

Similarly, attracting gamers to the emirate is also another important pillar of our strategy. Gamers are looking for spaces where they can comfortably play, interact and form new connections. They also seek experiences beyond the screen – opportunities to connect with nature and explore unique attractions.

Whether it’s the thrill of the world’s longest zipline, the adventure of exploring the UAE’s highest mountain, the charm of historical sites, or simply relaxing on pristine beaches – RAK offers just that. We are proud to be at the forefront of tourism development, creating a destination that caters to all these experiences.

We are also in talks with Chinese airlines to establish direct flights to Ras Al Khaimah International Airport. The goal is to bring travellers directly to RAK and position our airport as a gateway to the UAE.

For airlines that may not have flying rights into other emirates, we can facilitate access through RAK, providing a strategic entry point into the country.

Read: Power Letters 2023: Raki Phillips, chief executive officer, Ras Al Khaimah Tourism Development Authority