Ras Al Khaimah, one of the UAE’s most scenic emirates, is taking tourism to new heights—literally. The Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched a fresh mountain tourism campaign that shines a spotlight on the towering beauty of Jebel Jais, the UAE’s highest peak. With a strong focus on eco-tourism and thrilling adventure experiences, the campaign is set to draw international and GCC travelers looking for a refreshing, nature-filled getaway during the summer season.
This campaign is not just about visiting a mountain—it’s about creating lasting memories in nature. From adrenaline-pumping ziplines to peaceful hiking trails, Ras Al Khaimah is turning Jebel Jais into a dream destination for every kind of traveler.
A Summer Campaign Like No Other
Launching just in time for the busy summer travel season, the campaign aims to capture the attention of tourists who are craving unique outdoor experiences. Unlike traditional beach holidays or city breaks, this initiative invites people to unplug from daily life and reconnect with the raw beauty of the mountains.
According to RAKTDA, this campaign is part of the emirate’s long-term vision to position Ras Al Khaimah as the nature-based adventure hub of the region. By promoting sustainable travel and encouraging tourism that respects the environment, the authority is aligning with global trends that favor eco-conscious experiences over luxury for the sake of luxury.
What’s on Offer at Jebel Jais?
Jebel Jais is not your average mountain. Standing at 1,934 meters, it’s the tallest peak in the UAE and offers much more than just scenic views. It has become one of the country’s top spots for adventure seekers, nature lovers, and even families looking to escape the heat.
Here’s what visitors can look forward to as part of the campaign:
- Jais Flight: The world’s longest zipline, where you soar through the mountains at speeds of up to 160 km/h.
- Jais Sledder: A thrilling ride down a winding mountain track that’s perfect for all ages.
- Jais Viewing Deck Park: A peaceful place with viewing platforms, food trucks, and family-friendly areas to soak in the stunning landscapes.
- Hiking and Trekking Trails: Designed for different skill levels, from beginners to experienced hikers.
- Sky-high Dining Experiences: Restaurants and pop-ups offering meals with a view you’ll never forget.
And the best part? The weather in Jebel Jais is often 10 degrees cooler than the rest of the UAE, making it an ideal summer escape.
A Smart Move for the Tourism Sector
This campaign is more than just a marketing effort—it’s a smart strategy to keep Ras Al Khaimah competitive in the growing regional tourism market. As travelers seek destinations that offer authenticity, nature, and adventure, the emirate is perfectly positioned to deliver all three.
Raki Phillips, CEO of RAKTDA, shared that the campaign reflects Ras Al Khaimah’s commitment to sustainable tourism growth. “We want to offer experiences that highlight the natural beauty of our emirate while also respecting and protecting it for future generations,” he said.
In fact, Ras Al Khaimah was recently named the Gulf Tourism Capital and has been gaining international recognition for its responsible tourism initiatives. This mountain campaign further reinforces the emirate’s growing reputation as a leading destination for eco-adventures.
Special Focus on GCC and Global Travelers
The campaign specifically targets two key audiences—GCC nationals and international tourists. For GCC residents, it offers an exciting nearby escape from the intense summer heat, with the promise of cool mountain air and outdoor fun. For international travelers, especially those from Europe and Asia, the campaign presents a fresh alternative to traditional Middle Eastern travel experiences.
To attract these visitors, the campaign will roll out across digital platforms, social media, travel agencies, and influencer networks. Expect to see stunning aerial footage, first-person adventure videos, and interviews with travelers who have already explored the heights of Jebel Jais.
Eco-Friendly Tourism at the Core
A key pillar of the campaign is sustainability. The Ras Al Khaimah Tourism Authority is working closely with environmental experts to ensure that all development on the mountain follows strict eco-guidelines. From waste management to wildlife protection, the goal is to keep Jebel Jais as pristine and unspoiled as possible.
Visitors are also encouraged to take part in the effort, with educational campaigns teaching them how to leave no trace, recycle properly, and show respect for the natural surroundings. This approach not only protects the mountain but also builds a stronger connection between tourists and the land they explore.
What’s Next for Ras Al Khaimah?
While the focus is now on Jebel Jais, this campaign is just one part of a broader vision. Ras Al Khaimah has been steadily rising as a top travel destination, offering everything from desert resorts to heritage villages and untouched beaches. The emirate is clearly betting big on tourism as a key driver for its economy—and it’s doing so in a smart, sustainable way.
New eco-resorts, desert glamping experiences, and cultural festivals are all on the horizon, as the emirate continues to expand its offerings while keeping nature at the heart of its growth.
Final Thoughts
If you’re looking for something new, exciting, and refreshing this summer, Ras Al Khaimah might just be the destination for you. With its incredible Jebel Jais mountain, a commitment to eco-tourism, and a wide variety of adventure activities, this campaign is proof that you don’t need to leave the UAE to enjoy world-class outdoor fun.
Whether you’re a thrill-seeker, a nature lover, or just someone looking to escape the city, Ras Al Khaimah is calling—and it’s got something spectacular waiting at the top.
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