The UAE’s next hotspot?

Magazine launch spotlights growing tourism markets beyond Dubai and Abu Dhabi

Reflecting the growing importance of the emirates outside of the UAE’s Dubai and Abu Dhabi, veteran homegrown lifestyle magazine What’s On has launched a Northern Emirates edition.

First published in 1979, What’s On was the UAE’s first English language magazine and has established editions covering Dubai and Abu Dhabi. Recently, it also launched What’s On Saudi Arabia, reflecting both the growing international and domestic tourism demand.

The northern emirates, Ras Al Khaimah (RAK), Sharjah, Ajman, Umm Al Quwain and Fujairah, are benefitting from the global positioning of Dubai and Abu Dhabi as international tourism destinations, attracting millions of visitors each year.

Long known as popular staycation destinations for UAE residents, the five other emirates that make up the emirates are also looking to attract more overseas guests as tourists look for greater diversity.

Sharjah, known for its museums and culture, has seen a number of high-profile openings in recent years and exciting upcoming developments. Sharjah Safari is the world’s largest safari experience outside Africa, featuring more than 120 species, including lions, elephants, giraffes, black and white rhinoceros, and many endangered animals. The Chedi Al Bait, Sharjah is a converted collection of seven heritage houses, now a 65-key luxury five-star hotel and resort, and captures the emirate’s rich culture and hospitality.

The Chedi Al Bait, Sharjah

Fujairah on the UAE’s east coast is a favourite with UAE residents looking to escape the city, but the addition of more hotels has also seen overseas visitors increase. The Indian Ocean and sandy beaches are the main attraction, as well as diving and hiking in the mountains.

Ajman is the smallest of the seven emirates but offers big-name hospitality brands, such as think Radisson, Fairmont, Oberoi and Marriott’s Ajman Saray.

Umm Al Quwain, meanwhile, may lack hospitality heavyweights but has a host of quirky accommodation, and the Dreamland water park. 

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Of the Northern Emirates, RAK is the one enjoying the brightest spotlight when it comes to international tourism and grabbing headlines.

Around a 60-minute drive from Dubai Airport, RAK is rapidly emerging as a major tourism hub with a record 1.28 million overnight arrivals in 2024, climbing 5% compared to 2023. The emirate aims to attract 3.5 million annual visitors by 2030, boosted by landmark developments like the Wynn Al Marjan Island resort. 

New luxury openings such as Anantara Mina Al Arab Resort have helped attract more visitors, alongside a growing calendar of events and attractions, plus increased air connectivity with new direct flights launched to RAK International Airport from key cities in Poland, Uzbekistan, Kazakhstan, Romania, Czech Republic, Russia, Saudi and India. 

Anantara Mina Al Arab Resort

The 1,542-key Wynn Al Marjan, on Al Marjan Island, has been awarded the UAE’s first commercial gaming operator’s licence and is on track for completion in 2027. The Unexpected Al Marjan Hotel and Residence, an extravagant property with rooms featuring maxi-bars, ceiling mirrors and bathtubs on balconies, will open in 2026. Marriott has announced four five-star properties on the island and Earth Hotels will bring a beach hotel here.

In January 2025, Radisson Red was the latest to announce a new hotel on Marjan Island, opening in 2027.

Part of the appeal of RAK is its diverse landscape, with beaches, mangroves, desert and the soaring Hajjar mountains, including the UAE’s highest peak Jebel Jais.

Much has been done to promote RAK tourism in the last few years, including making the most of the mountains, such as the world’s longest zipline and a Bear Grylls Explorers Camp.

Just this week, Four Seasons announced a new beach resort in RAK, marking the brand’s debut in the northern emirate.

The new hotel, in partnership with RAK Properties, will form part of a two-island development called Mina. Nestled within two million square metres of protected mangroves, Mina will feature 18km of coastline, 5km of private beaches and views of the Arabian Gulf and Hajar mountains. It will also eventually be home to brands including Nikki Beach, Anantara and InterContinental. 

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