Ras Al Khaimah is gearing up for a bold transformation in its tourism strategy, aiming to reposition itself as the UAE’s next ultra-luxury hotspot. As the emirate prepares for the highly anticipated 2027 opening of the $5 billion-plus Wynn Al Marjan Island—the country’s first integrated resort with gaming—industry leaders say the shift from mass-market, all-inclusive holidays to upscale, experience-driven travel is already underway.
Historically, Ras Al Khaimah has drawn large numbers of package holidaymakers, especially from Russia and the Commonwealth of Independent States. Of the 1.35 million tourists who visited last year, Russians alone made up 233,000—outnumbering the next five top source markets combined. Many of these visitors favor all-inclusive, week-long stays, seeking value and stability over more adventurous, multi-destination trips.
But that’s starting to change. Hotel managers say the emirate’s dependence on price-sensitive, brochure-led segments is giving way to more affluent travelers seeking bespoke experiences. “Wealthier guests want personalized dining, wellness, and curated activities—not just a buffet,” said Evan Harrington, general manager at Pullman and Mövenpick Al Marjan Island.
Tatiana Veller, head of hospitality strategy at Marjan, agrees that the Wynn resort will likely drive up hotel rates throughout the area. “The emirate has matured beyond relying on just a solid base of package business,” she explained.
The numbers reflect this upmarket pivot: 91% of future hotel developments in Ras Al Khaimah are five-star properties, with only a handful of three- and four-star hotels in the pipeline. Leading luxury brands—including Four Seasons, Nobu Hospitality, and Waldorf Astoria—are expanding their footprint in the emirate.
Already, Ras Al Khaimah’s average daily room rate stands at Dh618—about Dh100 higher than Dubai’s—signaling a premium shift. As mega-developments reshape Al Marjan Island and international interest grows, the emirate is poised to shed its budget-friendly image and emerge as a leading destination for luxury seekers in the UAE.
