As part of this year\u2019s Arabian Hotel Investment Conference (AHIC), Ras Al KhaimahTourism Development Authority announces its long-term investment strategy aimed to boost the growth and diversification of Jebel Jais\u2013 the UAE\u2019s highest mountain. This announcement of continued investment underscores the Emirate\u2019s resilience and recovery momentum despite the challenges imposed this year by the COVID-19pandemic.<\/p>
This year, AHIC will bring together key industry leaders and stakeholders in a new format featuring a combination of physical and virtual sessions, which will be attended by Raki Philips, CEO of Ras Al Khaimah Tourism Development Authority and Alison Grinnell, CEO of RAK Hospitality Holding.<\/p>
According to the World Economic Forum COVID Action Platform, travel preferences and patterns have changed, leading to renewed interest in less crowded destinations. Within this context,a key trend that has emerged is Nature Tourism, since it offers travellers a combination of social distancing, discovery and connection with nature, all of which aligns seamlessly with the Jebel Jaisexperience. From a broader destination perspective, Ras Al Khaimah\u2019s diversity in landscape and offering makes it an ideal for visitors looking for comfort and security in expansive settings and where social distancing is easier to practice in serene surroundings on the mountains, on the coast or in the desert.<\/p>
Various government sectors of Ras Al Khaimah, including RAK Chamber of Commerce and Industry have worked together to identify a long-term investment strategy that will create ongoing funding for the development of nature-based tourism attractions on Jebel Jais. All projects and builds will be developed in the most sustainable way possible in order not to disrupt the mountain eco-system but rather to enhance knowledge and understanding of conservation.<\/p>
The Emirate\u2019s new phased investment strategy will focus primarily on developing Jebel Jais as a standalone destination by further diversifying its offering through several new nature-based projects including a pop-up hotel<\/strong> concept, scheduled to open in the second half of 2021, which will introduce unique cliff side accommodation with unrivaled picturesque mountain views. In addition, a Mountain Lodge<\/strong>, located adjacent to the Emirate\u2019s renowned hiking trails will provide luxury accommodation when it opens in 2022. Tourists will also get to experience the mountain from a completely different perspectiveby winding through gorgeous scenery with theJais Coaster<\/strong>, a summer toboggan\/bobsled concept inspired by the Alps, which will open in Q2 2021.<\/p> Adding yet another first to its diverse offering, Jebel Jais will also be the home Sky High Meetings<\/strong>, the first-of-its-kind highest meeting room in the UAE ideal for business meetings and gatherings against the backdrop of the Hajar mountains, slated to open later this year. Friends and families will have another reason to head to the peak for a day out in the fresh air where they can enjoy drive through food trailers, kiosks, retail containers, vintage truck restaurants, caf\u00e9s, rest area, and a kids playground area at the Food & Beverage village<\/strong> opening in the latter half of 2021. And with temperatures that are around 10 degrees lower than sea level on the peak, visitors will be able to enjoy the beautiful weather while engaging in a game of miniature golf at the putt-putt facility <\/strong>opening by the end of this year, which comes complete with a fully equipped driving range<\/strong> where golfing enthusiasts can hit biodegradable balls far into the open and clear expanse the of the mountain valleys.<\/p> The upcoming projects on UAE\u2019s highest mountain will join the existing attractions including Jais Adventure Peak <\/strong>which serves a gateway to the various attractions on the iconic mountain, including the World\u2019s Longest Zipline and1484<\/strong>by Puro- the highest restaurant in the UAE. Moreover, the world\u2019s first Bear Grylls Explorers Camp <\/strong>was recently announced and is scheduled to open on 16 October, bringing the mountain experience to life.<\/p> Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority<\/strong> said: \u201cSeeing the tourism and hospitality sectors unite during this period and pivoting in response to challenges imposed by the pandemic has been truly inspiring. We are honored to be part of this year\u2019s Arabian Hotel Investment Conference (AHIC) and look forward to sharing Ras Al Khaimah\u2019s experience in navigating through these times with a focus on building a stronger destination, as a result. Our road to recovery is still in its early phases, but we have already seen significant uplift in the tourism and hospitality sectors\u2019 performance leading to Ras Al Khaimah having the strongest RevPAR performance in the GCC.\u201d<\/p> \u201cWith the introduction of our new investment strategy, we aim to allocate additional funds towards Jebel Jais, one of the Emirate\u2019s key landmarks, to enrich visitor experiences and to accommodate the increasing demand for travel experiences set in expansive, open and natural environments\u201d added Phillips.<\/p> Alison Grinnell, CEO of RAK Hospitality Holding <\/strong>shared: \u201cRas Al Khaimah\u2019sjourney towards recovery has been remarkable despite all the uncertainties imposed on the travel and hospitality sector over the past year. Announcing our long-term investment strategy is yet another positive step towards a stronger comeback, and it demonstrates the Emirate\u2019s extraordinary efforts to continue developing its offering, especially on Jebel Jais, to meet travellers\u2019new expectations and needs. We are also proud that despite these unprecedented circumstances, we continue to evolve the Emirate\u2019s tourism offering with the introduction of new projects such as the world\u2019s first Bear Grylls Explorers Campopening in October and another first \u2013 1484 by Puro, the highest restaurant in the UAE.\u201d<\/p> The Emirate is also assigning considerable funds to enhance the infrastructure on Jebel Jais and facilitate easier access for visitors and improve their overall experience on the mountain. Some of the key areas of focus range from public camping spots, night hiking trails to a base jump platform, e-bikes and an electric car charging station.<\/p>