Ras Al Khaimah’s New Pitch to Indian Tourists: We’re Premium — Not Just Cheaper Than Dubai

Ras Al Khaimah is preparing to relaunch its brand positioning in India in early 2027. The emirate is shifting its pitch from a “value alternative to Dubai” toward a premium, experience-led leisure destination, Ras Al Khaimah Tourism Development Authority CEO Phillipa Harrison told Skift. The repositioning will put greater emphasis on signature experiences, wellness and premium leisure. And the destination will broaden beyond its established Indian wedding business to other categories, such as meetings and events. “Our messaging is changing to be, we are a premium boutique leisure destination," she said. "It’s moving away from being price-led to being about signature experiences, about wellness, that sort of premium positioning.” The shift is being developed as part of the emirate’s broader brand strategy, but Harrison confirmed that the positioning will be relaunched specifically in th