As global business events and destination celebrations continue to evolve, Ras Al Khaimah is steadily strengthening its position as a competitive alternative within the Middle East’s MICE and destination wedding landscape. With MICE and wedding revenues recording a 25% increase in 2025, the emirate is now focused on scaling this momentum through targeted partnerships, product development, and sharper international positioning.
In this conversation, Iyad Rasbey, Vice President – Destination Tourism Development at Ras Al Khaimah Tourism Development Authority (RAKTDA), outlines how the destination is aligning trade engagement, infrastructure growth, and market-specific strategies to sustain high-value growth across corporate groups and social celebrations.
Scaling Growth with Targeted Strategy
Following strong double-digit growth across MICE and weddings, Rasbey notes that Ras Al Khaimah’s forward strategy centres on several key levers designed to support long-term, sustainable expansion.
Iyad Rasbey
Vice President – Destination Tourism Development
Ras Al Khaimah Tourism Development Authority (RAKTDA)
“Building on this momentum, our focus is on targeted TMC partnerships, product development, market-led sales activation, and expanding air connectivity with key markets,” he explains. “We are also deepening engagement with specialist MICE and wedding planners, launching an Association Business & Ambassador programme, and creating tailored toolkits for planners and agents.”
Rather than repositioning the destination entirely, RAKTDA is refining how it communicates its existing strengths. According to Rasbey, the emphasis lies in articulating Ras Al Khaimah’s value-driven luxury proposition, compact geography, diverse venue portfolio, and strong outdoor and experiential offering.
“Internationally, we are sharpening how we present Ras Al Khaimah as a flexible, experience-rich destination for incentive groups and social celebrations, supported by streamlined stakeholder coordination,” he adds.
Market Priorities: Balancing Mature and Emerging Demand
India, the UK and the UAE continue to serve as priority source markets for both MICE and destination weddings, underpinned by established demand and strong trade relationships.
“In these mature markets, our approach is highly targeted,” Rasbey says. “We work closely with specialist agencies, large planners, and repeat producers through joint promotions and familiarisation programmes.”
At the same time, RAKTDA is investing in long-term development across emerging markets in Eastern Europe and Central Asia, where awareness-building and trade education remain critical.
“In these regions, the focus is on training planners, building destination awareness, and supporting first-mover events,” he explains. “Trade development and education are essential to unlocking future growth.”
Aligning Supply with Sustainable Demand
With hotel inventory in Ras Al Khaimah expanding rapidly, maintaining a balance between supply growth and demand generation has become a key priority. Rasbey highlights the authority’s collaborative approach with hotels, venues and DMCs to ensure commercial sustainability across the ecosystem.
“We work closely with stakeholders through coordinated sales planning and joint market activations to ensure demand aligns with new supply,” he says. “For MICE and weddings, this includes qualified lead generation, co-operative marketing, and bid support for large events and groups.”
Regular industry working groups further help align pricing strategies, packaging, and operational readiness across partners.
“Our focus remains on securing high-value, right-fit business rather than volume alone,” Rasbey emphasises. “This ensures growth remains commercially sustainable and delivers strong returns for all stakeholders.”
A Measured, Experience-Led Path Forward
As competition across the region intensifies, Ras Al Khaimah’s strategy reflects a measured approach to growth — one that prioritises value-driven positioning, trade partnerships, and experience-led differentiation. By aligning destination development with targeted international outreach and stakeholder coordination, the emirate is working to strengthen its appeal among corporate planners and destination wedding specialists seeking flexible, high-impact alternatives within the Middle East.
With continued investment in connectivity, product depth, and planner engagement, Ras Al Khaimah is positioning itself not just as an emerging choice, but as a credible, scalable destination for global MICE and celebration-led travel in the years ahead.
