Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched its latest destination marketing film, ‘Not a Vacation…Our Vacation’, a creative and playful portrayal of the emirate’s unique appeal. Directed by acclaimed filmmaker Mark Middlewick, the film aims to captivate global audiences and position Ras Al Khaimah as a top destination for 2025.

Produced by Goldmine and creatively directed by Impact BBDO, the film breaks away from traditional travel narratives. It showcases the extraordinary contrasts that make Ras Al Khaimah stand out, inviting travellers to venture beyond the usual and discover hidden gems, rich cultural heritage, and exhilarating outdoor experiences. By blending the ordinary with the extraordinary, the film highlights the emirate’s blend of nature, adventure, and history, all while challenging conventional perceptions of what makes a destination worth visiting.

Alka Winter, Vice President of Destination Marketing & Communications at RAKTDA, explained, “Ras Al Khaimah isn’t just another vacation spot – it’s a destination that offers something entirely unique. With this campaign, we wanted to step away from the typical tourism marketing approach and embrace a more fun, authentic, and engaging narrative. We’re inviting travellers to experience a destination where the unexpected becomes unforgettable.”

The campaign taps into emerging travel trends, as detailed in Expedia’s Unpack ’25 report, which highlights the growing desire for distinctive, off-the-beaten-path destinations. Ras Al Khaimah fits this trend perfectly, offering authenticity, culture, and outdoor adventures – all elements that appeal to the modern traveller. According to the report, 63 per cent of global travellers are increasingly seeking destinations that provide a refreshing alternative to overcrowded tourist hubs.

Commenting on the campaign, Martino Caliendo, Creative Director at Impact BBDO, said, “We wanted to push the boundaries of traditional destination marketing, using humour and contrast to highlight the unique ‘RAK Effect’. This is just the beginning of a collaboration that will take Ras Al Khaimah’s tourism messaging to new heights.”

Building on its record-breaking tourism performance in 2024, Ras Al Khaimah continues to thrive, welcoming 1.28 million overnight visitors. The film ‘Not a Vacation…Our Vacation’ aims to further cement the emirate’s status as the region’s fastest-growing tourism destination, attracting those seeking authentic and unforgettable travel experiences.