RAS AL KHAIMAH TOURISM DEVELOPMENT AUTHORITY PIONEERS NEW APPROACH TO SUSTAINABLE TOURISM: BALANCED TOURISM

Announced at the 2022 Arabi an Travel Market, the Tourism Authority shares vision to become the region's most sustainable destination by 2025 with ambitious new approach at the heart of the Emirate's tourism strategy.

Ras Al Khaimah Tourism Development Authority (RAKTDA) announces its bold new approach to sustainability - Balanced Tourism, a key milestone in its strategy to drive overall sector growth and become the regional leader in sustainable tourism by 2025. Unveiled at the Arabian Travel Market 2022, the region's leading travel and tourism event, the vision underscores the Emirate's leadership in conscious tourism and aligns with its identity as a nature destination with a desire to progress, grow and evolve. Under the all-encompassing banner of Balanced Tourism, the Authority is shaping tourism in the UAE by placing all aspects of sustainability (environment, culture, conservation and livability) at the center of its investment and development strategy. By ensuring issues surrounding 'over tourism' - such as over development, crowding of heritage sites, and the spoiling of its unique natural environment are avoided, it is creating a destination that will resonate with today's responsible traveller. Balanced Tourism follows the Authority's announcement in September 2021 of its Sustainable Tourism Destination Strategy to secure the Emirate's long-term sustainability and drive overall growth through four key pillars: Sustainable Development; Cultural Conservation; Attractions Built with Purpose; and Community and Liveability. Raki Phillips, Chief Executive Officer at Ras Al Khaimah Tourism Development Authority, said: "The need for good stewardship of our cultural heritage, environment, people and infrastructure has never been stronger, especially in post pandemic times. Balanced Tourism does exactly that as we become ever mindful of the economic, social and environmental impacts on tourism. Simply put, it's time to move beyond just using less plastic to adopting an all inclusive approach - from ensuring new projects such as hotels are developed at an organic pace to building new attractions with sustainability at their core."