Ras Al Khaimah targets UAE residents with “unfiltered” tourism campaign

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Ras Al Khaimah is targeting UAE staycationers with the launch of RAK Summer Unscripted, a playful marketing push “that feels as unfiltered as the memories people actually make.”

Designed to stand out from the glossy imagery typical of tourism ads, the new campaign highlights the northern emirate’s appeal as the Gulf region’s adventure capital, tapping into a growing demand for real, spontaneous travel experiences.

The launch comes on the back of a record-breaking first half of 2025 for RAK’s tourism sector, which attracted 654,000 visitors, up 6% year on year, and recorded a 9% increase in revenues.

True to its name, RAK Summer Unscripted embraces imperfection in both tone and visuals.

Campaign shots feature skewed angles, unexpected photobombs and witty captions suggesting the official photographer was too busy hiking, dune bashing or floating in the pool to capture a flawless image.

The self-aware humour extends behind the scenes, with creative agency Impact BBDO depicted as swapping desks for deckchairs, leaving RAKTDA CEO Raki Phillips to step in as the radio voiceover artist.

Ras al khaimah unscripted tourism campaign shot

RAK Summer Unscripted campaign

In keeping with this lighthearted approach, the visuals credit unlikely ‘stand-in photographers’ such as ’Marj from finance’ and ’Ian from procurement’, while video clips capture relatable mishaps from wobbly vlogs to poorly framed selfies, reinforcing the message that the best holiday memories are unplanned.

“This isn’t your typical destination marketing campaign, because Ras Al Khaimah isn’t your typical destination,” said Alka Winter, Vice President of Destination Marketing & Communications at RAKTDA.

“We wanted to do something creatively bold and refreshingly honest. RAK Summer Unscripted captures the spirit of the stays we actually remember – the spontaneous ones that turn into stories.”

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Aimed squarely at UAE residents, the campaign invites travellers to explore ziplining across Jebel Jais, kayaking through mangroves or relaxing at a resort and builds on RAKTDA’s ongoing strategy to showcase the emirate’s unspoilt landscapes and outdoor lifestyle.

This isn’t the first time RAKTDA has gone “unfiltered”. Previous guerrilla-style social media campaigns – such as the Not a Vacation…Our Vacation push in 2025, which used real visitor footage and playful, imperfect imagery – carried the same message: in Ras Al Khaimah, the best experiences aren’t staged, they just happen.

Boosted by expanded air connectivity and major hotel projects — including the Wynn Al Marjan resort set to open in 2027 — Ras Al Khaimah is on course to reach its target of attracting more than 3.5 million visitors a year by 2030, according to RAKTDA CEO Raki Phillips.

For more information, visit raktda.com