Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched its latest destination marketing campaign, ‘Not a Vacation…Our Vacation’, offering a dynamic and playful perspective on the emirate’s growing appeal as a global travel hotspot.
The newly released campaign film, directed by acclaimed filmmaker Mark Middlewick and produced by Goldmine, takes an unconventional approach to tourism marketing.
With creative direction from Impact BBDO, the film challenges traditional travel narratives, positioning Ras Al Khaimah as a place of adventure, discovery, and authenticity.
‘Not a Vacation…Our Vacation’
Breaking away from the usual glossy depictions of holiday destinations, the campaign plays with contrasts to redefine what a getaway in Ras Al Khaimah truly means. The film juxtaposes the ordinary with the extraordinary, illustrating how visitors are not just tourists but curious explorers uncovering hidden gems, rich traditions, and thrilling outdoor experiences.
"Ras Al Khaimah isn’t just another vacation spot – it’s a destination that offers something entirely unique," said Alka Winter, Vice President, Destination Marketing & Communications, RAKTDA. "With this campaign, we wanted to move away from the typical tourism marketing playbook and embrace a more fun, authentic, and engaging narrative. We’re inviting travellers to experience a destination where the unexpected becomes the unforgettable, where nature, adventure, and heritage come together in a way that’s distinctly Ras Al Khaimah."
Aligning with global trends
The campaign’s fresh approach aligns seamlessly with evolving global travel trends. According to Expedia’s latest Unpack ’25 report, 63 percent of travellers are actively seeking out destinations that offer distinctive, off-the-beaten-path experiences. Ras Al Khaimah fits this category as a ‘Detour Destination’ – a place offering authenticity, cultural depth, and outdoor adventure away from overcrowded tourist hubs.
Martino Caliendo, Creative Director at Impact BBDO, highlighted the campaign’s distinctiveness. "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."
Tourism boom in 2024
Ras Al Khaimah’s tourism sector has seen unprecedented growth, with the emirate welcoming 1.28 million overnight visitors in 2024. This surge represents a 12 percent increase in tourism revenues, further cementing its position as the region’s fastest-growing tourism destination.
The boom has been driven by several key factors, including high-profile hotel and resort openings, an expanding roster of international events, and enhanced connectivity through Ras Al Khaimah International Airport. Additionally, RAKTDA intensified its international outreach efforts, leading 2,200 market engagements across 70 cities to strengthen its global presence.