INVESTOR PRESENTATION DECEMBER 2018 · 2019-03-14 · Tourism Overview Ras Al Khaimah (RAK), the...
Transcript of INVESTOR PRESENTATION DECEMBER 2018 · 2019-03-14 · Tourism Overview Ras Al Khaimah (RAK), the...
INVESTOR PRESENTATIONDECEMBER 2018
Tourism Overview
Ras Al Khaimah (RAK), the fourth largest and northern most emirate of the United Arab Emirates, has experienced rapid economic growth in recent years. Tourism is one of Ras Al Khaimah s most important economic sectors and is considered a key engine for continued GDP growth and job creation.
Accessibility Landscape Performance Outlook
The emirate is strategically located within proximity to several major routes and
demand generators and only 45 minutes from Dubai International Airport.
The emirate is renowned for its unique topography and
landscapes from the highest mountain in the UAE, terracotta
deserts to lush mangroves, white sandy beaches and the longest stretch of coastline in
the UAE.
Our long-term forecasts are to reach 2.9 million visitors by 2025. To achieve this we will require an additional 20,000 rooms by the end of 2025 to accommodate the increased
demand.
RAK welcomed 975,823 visitors in FY 2017 which is close to 18.9% growth from 2016. The emirate has the second highest ADR and
RevPAR in the region
Achievements & Targets
RAK has attracted
975,823Visitors in 2017 and is on track to achieve the visitors arrival target for 2019 and 2025
Overnight VisitorsIn millions
2025(e)
2016
2018(e)
2025(e)
82
0,7
72
1.0
2 M
illio
n
2.9
Millio
n
2019(e)
1.1
Millio
n
20179
75
,82
3
Revenue Contribution to GDP Target For 2025
AED 3.5 Billion
Required Rooms
20,000 Rooms
Visitor Satisfaction
At least 90%
Source: RAKTDA, McKinsey & Company
Industry Performance
FY 2017
+18.9%
820,772 975,823
2016 2017
YTD Nov 2018
+9.6%
882,955 967,476
2017 2018
FY 2017
+22.0%
2.7 M 3.3 M
2016 2017
YTD Nov 2018
+4.4%
3.01 M 3.14 M
2017 2018
Guest NightsGuest Nights
Visitor Arrivals
Source: RAKTDA
Industry Performance
FY 2017
+11.6%
AED1.06 B
AED
1.18 B
2016 2017
YTD Nov 2018
+5.0%
AED1.06 B
AED1.11 B
2017 2018
FY 2017
+2.6%
3.32 days 3.41 days
2016 2017
YTD Nov 2018
-4.7%
3.41 days 3.25 days
2017 2018
Revenue Contribution to GDP
Length of Stay
Source: RAKTDA
Comparative KPI PerformanceYTD NOV 2018
180.9
139.2
163.1
122.0
160.3
91.3
102.8
67.3
104.3
79.2
120.4
69.9
117.4
83.6
166.8
108.9
169.3
127.1
164.8
117.2
162.7
90.1
102.9
64.9
108.9
82.6
104.8
63.5
112.0
79.7
158.3
102.0
75.1%71.1%
55.4%
63.1%
75.9%
60.6%
71.2%
64.4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
0.0
50.0
100.0
150.0
200.0
ADR REVPAR ADR REVPAR ADR REVPAR ADR REVPAR ADR REVPAR ADR REVPAR ADR REVPAR ADR REVPAR
DUBAI RAK OMAN FUJAIRAH AJMAN QATAR ABU DHABI GCC
YTD NOV-17 YTD NOV-18 YTD NOV-18 OCC
Source: STR/ USD
RAK features the 2nd highest ADR
RAK features the 2nd highest REVPAR
Key Tourism Offering Ras Al Khaimah
NA
TU
RA
LIN
TR
INS
ICS
Ras Al Khaimah has a wealth of assets that differentiate it from other destinations, including unique landscapes, nature-based tourism offeringsand a rich culture and heritage dating back over 7,000 years. The Emirate has been an important trading destination for centuries due to itsstrategic geographic location and unique topography. The assets identified as having real growth and development potential include the following:
For Ras Al Khaimah to truly realize its full potential and accelerate growth, we need to focus collectively on turning the Emirate’s many natural andintrinsic tourism assets into the type of authentic, quality tourism experiences that today’s visitors want. These experiences will be underpinned byelements unique to Ras Al Khaimah and therefore will not be easily replicated by our competitors
PRODUCT OFFERING
7
RAK TDA has identified 7 priority clusters for product development in Ras al Khaimah
Al Marjan Island, Al HamraVillage and Al Jazira Al Hamra
Cluster 1 & 2
Main focus on Hospitality andCulture tourism
RAK City
Cluster 3
Main focus on Cultural tourism projects and Beach resorts
Jebel Jais
Cluster 4
Prime focus on Adventure Projects, Mountain camps & resorts
Khatt Springs
Cluster 5
Potential to build Spa and Thermal Resorts
Wadi Khadija
Cluster 6
Main focus on developing Desert and Adventure attractions
Wadi ShawkaCluster 7
Focus on Nature tourism
Fujairah
Kalba
N
N
Tourism Clusters
9
Key Tourism Products
World’s Longest ZiplineCluster: Jebel Jais
(Launched)
Viewing DeckCluster: Jebel Jais
(Launched)
Luxury CampCluster: Jebel Jais
(Upcoming)
Hiking Trails & Mountain Biking
Cluster: Jebel Jais(Upcoming)
Via FerrataCluster: Jebel Jais
(Launched)
Survival AcademyCluster: Jebel Jais
(Upcoming)
Market Strategy
13
Short Term Medium Term
Current value proposition focused on leisure, sun and
beach. The strategy is to position the Emirate as an
adventure hub by developing adventure attractions in the
mountains.
Consolidation of adventure value proposition and
diversification into new segments, such as: cultural and
heritage, wellness, MICE and cruise tourism, to tap into a
wider set of consumer preferences.
Focus to remain on current stronghold countries such as
Germany, Russia, UK and India
Expansion to GCC, Benelux, Nordic markets and to
other key markets such as Czech Republic, Poland and
China
Value Proposition
Implication on source markets
Core Markets
Primary Investment Markets
Top International Source MarketsYTD OCT 2018
Top Growth Markets
THANK YOU