Travel marketplace Wego has partnered with the UAE’s Ras Al Khaimah Tourism Development Authority (RAKTDA) on a destination campaign aimed at drawing regional travellers to the emirate through bookable experiences, the companies said in a statement on May 18.
The campaign, branded RAK Moments, positions Ras Al Khaimah through what the partners describe as authentic, bookable experiences spanning nature, adventure, wellness, culture, luxury hospitality and family travel, framing the destination around individual moments rather than fixed itineraries.
Wego, which describes itself as the largest online travel marketplace in the Middle East and North Africa, will use its regional reach and booking data to spotlight the emirate’s beachfront resorts, mountain and desert escapes, heritage sites and its expanding culinary and wellness offering.
Mamoun Hmidan, chief business officer at Wego, said Ras Al Khaimah had become one of the region’s most compelling destinations by offering a range of experiences within a single trip.
“Whether visitors are looking for relaxation, adventure, culture, or wellness, the emirate delivers an experience that feels authentic and accessible. Through this partnership, we aim to connect more travellers across MENA with everything Ras Al Khaimah has to offer,” Hmidan said.
Brent Anderson, chief commercial officer at RAKTDA, said the campaign reflected a shift in how travellers select and connect with destinations.
“RAK Moments reflects the way travellers increasingly choose and connect with destinations through meaningful, experience-led journeys. Through our partnership with Wego, we aim to inspire travellers to discover the emirate in ways that feel personal, accessible, and genuinely memorable,” Anderson said.
The partnership will be supported by marketing initiatives, destination storytelling and targeted digital campaigns aimed at couples, families and solo travellers.
Ras Al Khaimah, one of the seven emirates that make up the United Arab Emirates, has positioned itself as a quieter, nature-led alternative to Dubai, leaning on its mountain terrain at Jebel Jais, its beaches and a pipeline of resort development. RAKTDA was established in May 2011 with a government mandate to license, regulate and monitor the emirate’s tourism and hospitality industry.
Wego operates the WegoPro business travel platform and the MENA-focused WegoBeds bedbank alongside its consumer marketplace, and is backed by investors including Tiger Global, Ares Management and Square Peg Capital.
Earlier, Ajman, a neighbouring emirate, has also been pushing for a growth in MICE tourists on May 18.
Why it matters for the trade
For agents and DMCs, the tie-up channels RAKTDA’s destination marketing directly into Wego’s booking funnel, shortening the path from inspiration to confirmed sale. The experience-led framing favours operators packaging activity-based and wellness product over straight beach stays, and reinforces Ras Al Khaimah’s pitch as a short-haul break for the MENA market rather than a Dubai substitute.