The film presents a fresh perspective on the UAE’s northernmost emirate
Aiming to reshape global perceptions of Ras Al Khaimah Tourism Development Authority (RAKTDA), the tourism promotion organisation of the Emirate that is part of the United Arab Emirates, has unveiled a new marketing film Not a Vacation… Our Vacation.
In a press statement, RAKTDA says that this film offers a bold and playful take on what makes the emirate stand out as a holiday destination.
It adds that this film is directed by acclaimed filmmaker Mark Middlewick and produced by Goldmine with creative direction from Impact BBDO. As per press statement, the film presents a fresh perspective on the UAE’s northernmost emirate.
Additionally, aiming to shift away from traditional travel narratives, the film positions Ras Al Khaimah as a place of unexpected discoveries, a destination where every experience feels refreshingly unique and different.
According to the press statement, the film’s dynamic and witty approach highlights the emirate’s hidden gems, rich heritage, and thrilling outdoor adventures, encouraging travellers to look beyond the ordinary.
According to the press statement, the film’s approach also aligns with emerging travel trends for 2025, as identified in Expedia’s Unpack ’25 report. With more travellers prioritising distinctive, off-the-beaten-path experiences, Ras Al Khaimah has emerged as a prime example of a “Detour Destination”, a refreshing alternative to overcrowded tourist hotspots. The report notes that 63 pc of global travellers are increasingly seeking unique destinations offering authenticity, culture, and outdoor adventures.
Hence with Ras Al Khaimah’s rising global recognition as a must-visit destination, the film aims to challenge clichés and engage viewers with an upbeat, authentic and fun narrative. As per press statement, this marketing initiative aims to emphasise, that Ras Al Khaimah is more than just another vacation spot, it is a destination where curiosity leads to unexpected and unforgettable experiences.
“When RAKTDA approached us with this project, we saw an opportunity to push the boundaries of traditional destination marketing. We wanted to challenge expectations, using humour and contrast to highlight the unique ‘RAK Effect’, a place where curiosity leads to something truly different. This campaign marks the first step in a collaboration that we are confident will be an incredible journey for all of us,” says Martino Caliendo, Creative Director, Impact BBDO.
Meanwhile, Ras Al Khaimah’s tourism sector experienced a surge in 2024, with record-breaking visitor numbers and significant growth. According to press statement, the emirate received 1.28 million overnight arrivals, contributing to a 12 pc increase in tourism revenues and reinforcing its reputation as the fastest-growing tourism destination in the region.
With the launch of this new marketing film, Ras Al Khaimah Tourism Development Authority continues to position the emirate as a unique, adventurous, and culturally rich destination, inviting global travellers to explore what makes Ras Al Khaimah truly special.
“Ras Al Khaimah isn’t just another vacation spot, it is a destination that offers something entirely unique, With this campaign, we wanted to move away from the typical tourism marketing playbook and embrace a more fun, authentic, and engaging narrative. We are inviting travellers to experience a destination where the unexpected becomes unforgettable, where nature, adventure, and heritage come together in a way that’s distinctly Ras Al Khaimah,” says Alka Winter, Vice President of Destination Marketing & Communications, Ras Al Khaimah Tourism Development Authority.
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