Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched its latest marketing film titled ‘Not a Vacation…Our Vacation’ which takes a bold approach to redefine the emirate as an extraordinary holiday destination.

Produced by Goldmine and directed by acclaimed filmmaker Mark Middlewick, the film aims to break away from traditional travel narratives.

Alka Winter, Vice President of Destination Marketing & Communications at RAKTDA, stated, “Ras Al Khaimah isn’t just another vacation spot – it’s a destination that offers something entirely unique.”

The film emphasizes the unique experiences visitors can find in Ras Al Khaimah, avoiding common stereotypes and promoting genuine exploration of the region.

“With this campaign, we wanted to move away from the typical tourism marketing playbook and embrace a more fun, authentic, and engaging narrative.”
(Translation: …and embrace a fun, authentic narrative.)

Ras Al Khaimah’s tourism sector continues to thrive, welcoming unprecedented visitor numbers and expanding its global outreach, solidifying its status as a must-visit travel destination.