Uprising Tourism Destination Ras al Khaimah at World Tourism Forum Lucerne 2019
The 6th World Tourism Forum Lucerne's main topic on 1-3 May 2019 will be «Human Capital in an Age of Disruption» with a focus on Talent, Innovation and Diversity management in the tourism industry. As the Guest Destination, the Forum will welcome the rising Tourism Destination Ras Al Khaimah and its CEO of Ras Al Khaimah Tourism Development Authority, Haitham Mattar in the KKL Lucerne.
Lucerne, 18 March 2019 – At the World Tourism Forum Lucerne pulsating workshops, keynotes, pitches and more will revolve around the forces that disrupt the tourism industry and the opportunities for new businesses that these changes bring. Carefully selected speakers will give insights into the effects of disruption to human beings. Furthermore, some of the most promising global start-ups in the industry will be present their business models.
In October 2018, the Forum entered a two-year strategic partnership with Ras Al Khaimah to share expertise and address future challenges of the travel, tourism and hospitality industry. As a central part of the partnership, three industry-focused side events, a Think Tank, a Talent Boost and a Start-Up Innovation Camp are planned to be held in Ras Al Khaimah in 2020. The uprising destination will be Guest Destination at the upcoming World Tourism Forum Lucerne and present its history and diversity.
Ras Al Khaimah is the northernmost of the United Arab Emirates. It has 7,000 years of history, including the excavated and restored Mohammed bin Salem Mosque, dating back to the second half of the 18th century. Also, the Queen of Sheba Palace, known as the only ancient Islamic palace in the United Arab Emirates, dates back to the Julfar period in the 13th-16th century. Stunning nature like golden sand beaches, awe-inspiring terracotta dunes and a green belt of date palms and thrilling adventures such as the Jebel Jais, the highest mountain in the United Arab Emirates (1.934 m) with its World’s longest zipline «Jebel Jais Flight» (2.83 km) attracted one million visitors in 2018. The emerging Tourism Destination recently launched its three-year destination strategy 2019-2021 which aims to attract more millennials and higher yield visitors looking for sustainable nature-based adventure and authentic cultural experiences. As part of the future strategy, the following adventure related attractions are also being planned: A 47-room luxury mountain camp, a survival training academy, more than 60 km of hiking trails and the Jebel Jais Adventure Park in partnership with Toroverde UAE.
«The strategic three-year plan will focus on diversifying the emirate’s tourism offering to attract a wider segment of tourists and higher yield visitors looking for authentic experiences,» says Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority.
World Tourism Forum Lucerne offers emerging destinations a unique partnership, which offers a collaboration in the areas of strategy, destination management, education, innovation and sustainable development. Ras Al Khaimah will therefore play a central role within the World Tourism Forum Lucerne on 1-3 May 2019; there will be an inspiring Keynote «Ras Al Khaimah: a young destination rooted in history», a Cocktail Dinner hosted by the Guest Destination and cultural performances, which will enrich the Forum. Haitham Mattar, CEO of Ras al Khaimah Tourism Development Authority, will participate personally and will be accompanied by a delegation from Ras al Khaimah.
About World Tourism Forum Lucerne
The World Tourism Forum Lucerne is a unique platform where global leaders in tourism, travel and hospitality meet to shape a more sustainable future of tourism. It provides decision-makers with detailed insights into the key issues of the tourism industry and with a unique global network. The World Tourism Forum Lucerne is the only platform to integrate start-ups, young leaders and students into one programme. Over the past ten years, it has evolved into a year-round network of leaders and leading thinkers who stimulate positive change in travel, tourism and hospitality. This includes an influential network of business, education, government, finance and community leaders. The 6th World Tourism Forum Lucerne will take place in Lucerne from 1 to 3 May 2019. wtflucerne.org
World Tourism Forum Lucerne
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