The brand story of Ras Al Khaimah began with the word kashida. For those familiar with Arabic, it is an extendable line that connects two words. The Arabic cursive script is graceful and flows like beautifully scribed calligraphic words.

The RAKashida tells the story of the inimitable destination and its connection to the desert, sea and mountains. It links the incredible geography with the natural environment. It provides a bond between the three tribes of the mountains, deserts and coastal line of the Emirate. The line is constantly in motion, waxing and waning with evolution, progress and development. The line is playful and connects words, art, fashion and the conscious to ancient worlds of Bedouin Taghrouda and Nabati poetry. It’s the heart and soul of the Emirate.

Ras Al Khaimah is world-famed for its glorious nature and sustainable adventure. RAKTDA unveiled a new vision and destination branch at the 2021 Arabian Travel Market (ATM). The new identity highlights the features of Ras Al Khaimah, including the mountain peaks, terracotta deserts, 64 kilometres of beaches and world-class hotels.

RAKashida is synonymous with personalised tourism experiences, including its rich history penned by the hand of its ancestors. RAKashida allows visitors to experience fun, discovery and adventure. RAKashida connects different worlds and people through its sustainable actions, wellness and unchartered moments.