RAK Chamber launches a Tourism Ambassador programme

• Key year: 2030

What happened

The Ras Al Khaimah Chamber has officially launched a strategic initiative to enlist the local community in the emirate's tourism growth. By transforming residents into 'Tourism Ambassadors,' the program seeks to leverage authentic, grassroots storytelling to attract more international and domestic visitors to the region.

Under the program, registered residents will be provided with the tools and knowledge to promote RAK's unique cultural and natural landmarks. In return for their advocacy and active promotion of the emirate as a premier destination, ambassadors will receive a curated set of discounts and exclusive benefits at various local attractions and services.

This move reflects a shift toward experience-led marketing, recognizing that personal recommendations from residents often carry more weight than traditional advertising. The initiative aligns with the broader RAK Vision 2030, aiming to diversify the economy by increasing the contribution of the tourism sector to the GDP.

By incentivizing the local population to engage with the tourism industry, the RAK Chamber is not only boosting visitor numbers but also fostering a sense of civic pride and community involvement in the emirate's rapid development.