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Ras Al Khaimah, a Nature-Centric Gem in the Middle East, Highlights Tourism Industry

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The Integrator had an exclusive interview with Alka Winter, Vice President of Destination Marketing and Communication for Ras Al Khaimah Tourism Development Authority.

What strategies are being implemented to attract leisure travelers to Ras Al Khaimah? 

We are pleased to report that our visitor numbers in the past year have surpassed pre-pandemic levels, reaching a record of 1.13 million. The growth momentum has continued into the first quarter of this year, with a 13% increase in visitor numbers.

Our strategy is focused on balanced tourism, meaning that we not only aim to drive visitor numbers but also pay attention to the development of our tourism community. It is crucial for us to ensure that the destination’s infrastructure, supply chain, and livability are well-established alongside the growth of visitors.

The Middle East is renowned for its tourism and hospitality industry so what sets Ras Al Khaimah apart from other regions? 

Tourism plays a significant role in the UAE, contributing to 12% of the GDP. In Ras Al Khaimah, tourism accounts for 5% of the GDP, and we aspire for it to grow to one-third. Ras Al Khaimah identifies itself as the Northern Emirate. We take pride in our remarkable diversity, encompassing mountains, deserts, and the sea.

Unlike other emirates, Ras Al Khaimah offers a less congested experience, with abundant natural areas and 64 kilometers of pristine beaches. We boast the highest mountain peak in the UAE, Jebel Jais. What truly sets us apart is the combination of a nature-centric experience with renowned hotel brands such as Emaar, Accor, Marriott, and Hilton.

What steps or initiatives is Ras Al Khaimah taking to become a sustainable destination in the region?

We have recently launched a program called Responsible RAK, which includes the participation of approximately 20 hotels and attractions. While our partner hotels already have excellent sustainability practices in place, we wanted to scale it up. To accomplish this, we have collaborated with EarthCheck, a leading advisory firm specializing in sustainable destinations.

As part of Responsible RAK, all the participating hotels provide data against 10 performance metrics, covering various aspects such as energy consumption, greenhouse gas emissions, waste diversion from landfills, and social factors like gender parity in the workplace. It is not a race to be the fastest, but a collective effort to reach our destination.

What initiatives have been undertaken to enhance tourism and attract more investments?  

Ras Al Khaimah presents significant growth potential and opportunities. Last year, we announced the upcoming Wynn Resort on Marjan Island, an integrated resort with impressive credentials as a luxury operator. With 1,500 rooms, 24 restaurants, and various entertainment concepts, the Wynn Al Marjan Island will significantly enhance our destination’s allure.

We are focused on expanding our range of attractions and enhancing the development of our mountains. We have recently created 65 kilometers of hiking trails, making us the destination with the most developed hiking trails in the country.

Ras Al Khaimah is known for its collaboration with neighboring Emirates to promote the country. We benefit from having our own airport and thanks to the proximity of other airports, including Dubai, Abu Dhabi and Sharjah International Airport.

We recently announced a partnership with Qatar Airways, set to commence charter flights in November, adding to the excitement and activities happening in Ras Al Khaimah.

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AT.MOSPHERE AT BURJ KHALIFA: FOUR MOMENTS, ABOVE THE ORDINARY

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At At.mosphere, guests are welcomed to one of the city’s most coveted tables. High within the Burj Khalifa, dining takes on a rare stillness, with Dubai unfolding far below and the horizon dissolving into sky, creating a sense of scale that feels almost otherworldly.

At AED 155, the day moves through four distinct moments from morning to evening. No matter the hour, there’s a moment that fits.

Sunrise in the Sky – Breakfast
A slow start above the city with two organic eggs your style or fluffy pancakes with raspberry jam and vanilla Chantilly, alongside coffee as Dubai wakes beneath you.
Time: 8:00 am to 11:30 am

Business Lunch
A midday selection featuring roasted sea bream with black Venere rice or slow-cooked beef cheek with potato purée, finishing on something light.
Time: 12:30 pm to 3:00 pm

Afternoon Tea
Delicate sandwiches, warm English scones with jam and artisanal cream, and classic pastries served as the light shifts across the skyline.
Time: 2:30 pm to 3:00 pm

Golden Hour – Cocktails and Bites
Golden hour takes over with signature cocktails, curated bites, and a skyline that naturally draws you in.
Time: 5:00 pm to 8:00 pm

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BAVARIAN-ARAB SOCIETY OPENS OFFICE AT MUNICH AIRPORT

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With the opening of its office at Munich Airport, the Bavarian-Arab Society is creating a one-of-a-kind contact point for Arab travelers right at the airport. The initiative aims to build a lasting bridge between Bavaria and the Arab world, as well as enhance the passenger experience for guests from this region by making it more personalized, comfortable, and culturally sensitive.

The society sees itself as a point of contact and an active mediator among passengers, airlines, the airport operator, the region, and business and tourism partners. Its approach is holistically aligned with the entire travel chain – from the moment passengers arrive at the airport through their stay in Munich and Bavaria.

Its services include, among other things, personal assistance for Arab guests at the airport, the promotion of cultural understanding, and the development of tailored service offerings such as “Meet & Assist.” The Bavarian-Arab Society works closely with Arab airline representatives and consulates to identify their needs and wishes, translating them into concrete improvements or further optimizing existing offerings.

The close connection between the society and Munich Airport, as well as the strategic importance of the Arab market, is also evident in the leadership structure at the highest level. Dr. Jan-Henrik Andersson, Munich Airport’s Chief Commercial Officer and Chief Security Officer, is also the Bavarian-Arab Society’s president. Andersson and the society’s Vice President, Youssef El Aobaidi, will work together to ensure the continued success of the Bavarian-Arab Association.

Dr. Jan-Henrik Andersson said, “The opening of our new office sends a clear message: Arab guests are warmly welcomed at Munich Airport. This spirit of hospitality should be experienced throughout the entire customer journey, not just in isolated instances.”

The new office opened almost simultaneously with the recently inaugurated Terminal 1 Pier, which is specifically tailored to the needs of Arab travelers with high-quality retail and dining options – including halal-friendly choices and prayer rooms.

“The vision of the Bavarian-Arab Society is to create a vibrant platform for intercultural dialogue and economic exchange, and to strengthen Munich and Bavaria’s appeal as destinations for Arab travelers,” explains Metin Ülker, General Manager of the Bavarian-Arab Society.

With this opening, Munich Airport is signaling its commitment to internationalism, genuine hospitality, and its position as a cosmopolitan, service-oriented hub.

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VAPIANO INTRODUCES BREAKFAST FOR THE FIRST TIME IN ITS HISTORY ACROSS UAE OUTLETS

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Vapiano is set to introduce breakfast for the first time in its history across its UAE outlets, marking an exciting new chapter for the international dining brand. The new Vapiano Breakfast Menu has been created to bring a fresh, social, and relaxed international lifestyle experience to the morning dining scene, offering guests a new way to begin their day with freshly prepared dishes, premium ingredients, and world-class Illy coffee.

Owned and operated in the UAE by Al Ahlia Group, Al Ahlia General Trading Company PVT LTD, which was conceived and established in 1979 by a group of prominent UAE Nationals, Vapiano continues to strengthen its presence in the country’s evolving food and beverage landscape.

Known for its fresh ingredients, casual dining atmosphere, and made-to-order culinary experience, Vapiano is now extending its offering into breakfast with a menu designed to appeal to today’s evolving dining preferences. The new breakfast selection has been created to bring together comfort, freshness, convenience, and flavour, giving guests the opportunity to enjoy a relaxed breakfast experience whether they are starting their workday, meeting friends, taking a slow morning break, or enjoying a weekend gathering.

The launch is especially significant as it represents the first Vapiano Breakfast Menu to be introduced anywhere in the world, with the UAE selected as the pioneering market for this new chapter in the brand’s journey. This global first reflects the UAE’s dynamic dining culture, its appetite for fresh culinary experiences, and its position as a leading market for innovation in the food and beverage sector.

The new breakfast menu features a wide variety of dishes created for different tastes and morning moods. Guests can enjoy wholesome bowls, warm croissant-based favourites, egg dishes, sourdough options, fresh juices, smoothies, coffee, and tea.

The menu also includes comforting favourites such as Classic Omelette and Shakshuka, served on Vapiano’s baked sourdough pizza base. For guests looking for lighter and refreshing options, the menu offers the House Granola Acai Bowl, Mango Chia Pot, and Feel-Good Bowl, alongside freshly squeezed juices and a selection of coffee and tea options.

With the introduction of breakfast, Vapiano aims to become a new morning destination for guests seeking quality, freshness, and a warm social setting. The menu has been designed not only as a food offering, but as a complete morning experience – one that encourages guests to gather, connect, share, and enjoy a different side of Vapiano.

“Breakfast is one of the most important moments of the day, and we are excited to bring the Vapiano experience into this occasion for the very first time,” said Ilenia Alba, Head of Operation. “Launching the first Vapiano Breakfast Menu worldwide in the UAE is a proud milestone for us. This market has always embraced fresh ideas and new dining experiences, making it the perfect place to introduce our breakfast concept. We look forward to welcoming guests to enjoy good mornings, fresh flavours, and memorable moments at Vapiano.”

The introduction of Vapiano Breakfast also responds to a growing demand for morning dining experiences that are casual, social, and high quality. With more guests looking for places that offer both convenience and atmosphere, Vapiano’s breakfast menu creates a new opportunity for people to enjoy the brand earlier in the day.

The Vapiano Breakfast Menu will be available from May 20 across Vapiano UAE outlets at Abu Dhabi Mall, Marina Mall Abu Dhabi, Yas Mall, Bawadi Mall Al Ain, Palm Jumeirah Mall, City Centre Al Zahia, City Centre Deira, and Al Jimi Mall.

For more information, guests can follow @VapianoUAE on social media.


About Vapiano

Vapiano is an international restaurant brand known for its relaxed atmosphere, fresh ingredients, and made-to-order dining experience. With a menu inspired by Italian flavours and a casual social setting, Vapiano brings people together over fresh food, warm hospitality, and memorable dining moments.

In the UAE, Vapiano is owned and operated by Al Ahlia Group, Al Ahlia General Trading Company PVT LTD, which was conceived and established in 1979 by a group of prominent UAE Nationals.

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