Developing a World-class Analytical Framework to Measure and Track Ras Al Khaimah’s Destination Brand Health

Ras Al Khaimah Tourism Development Authority (RAKTDA), the DMO leading the sustainable development and management of tourism in the Emirate, required a comprehensive view of how the destination was perceived by prospective and existing visitors relative to competitors. Entering its second decade of tourism development and promotion, the strong believe was the destination needed to enhance its brand positioning and marketing efforts in order to effectively position their visitor offering and outcompete regional peers.

Twenty31 was selected in 2019 to develop an analytical model to benchmark and then track travel consumer perceptions, attitudes and behaviors and the drivers of Ras Al Khaimah’s brand. In tandem, Twenty31 was also instructed to conduct a deep-dive assessment of the DMO’s KPIs, compare to a basket of comparable destinations, and then recommend a new slate of KPIs that in turn could be cascaded throughout the organization.