Global CEO Excellence 2017

CEO MONTHLY / GLOBAL CEO EXCELLENCE AWARDS 2017 45 undertaking any project, whilst also making sure the team are aligned with the authority’s vision and goals. “Number one is to ensure that my team are aligned with our strategy, vision and goals, so that we can work together to achieve what we promise to set out to do, no matter how ambitious. And two, is to create the right working environment that keeps them motivated and driven. From projects ranging from the launch of new destination products in the mountains, to organizing world class events that bring together the visitors and the community, I make sure that my team and our stakeholders have everything they need to achieve success. And three is to do everything right from the start by ensuring that everything we do is informed by research and studies.” The strategy of how the authority develops the tourism infrastructure is simple but the team and their staff must still employ an array of techniques in order to ensure the vision and goals are met. Defining his team’s strategy, using an example, Haitham lists a current project which has undergone extensive research to enable the team to reach its goals in 2019 and in the future. “Destination Ras Al Khaimah 2019” is the first tourism strategy for Ras Al Khaimah. As the product of extensive consultation and research, it enables us to lead our industry and many stakeholders to deliver our common goals to 2019 and beyond. Our vision is to create a compelling destination for visitors seeking authentic culture and nature-based Arabian experiences. What we have done differently is engage the local community in order to extract our brand essence and values. This insight has allowed us to reveal the Arabian culture, heritage and authenticity that Ras Al Khaimah has to offer. It certainly helps that our natural assets include 64km (40 miles) of pristine beaches, the highest mountain in the UAE, hot springs, rich flora and fauna and a unique terracotta desert. “Our goals are ambitious, but they are realistic and achievable. They are based on thorough studies and research into consumer trends and careful analysis of our current situation, including international market forecasts. RAKTDA also supports the RAK Government development objectives, which are a Sustainable Competitive Economy, Excellent & Pioneering Government, Balanced Social & Cultural Development, Innovative Talents, High Quality of Life and Outstanding Environment.” In order to achieve its vision outlined above, RAKTDA needs the support of the government entities and the industry as a whole. The authority has identified sustainable tourism as a major pillar of its tourism strategy, meaning it will be able to protect its assets in a sustainable way, something Haitham is keen to point out. “At the heart of our approach are strategic partnerships. If we are to achieve our vision for 2019 and beyond, we need the full support of our industry partners and government stakeholders to align their activities with ours. “RAKTDA is a proud sponsor of the United Nations International Year of Sustainable Tourism for Development 2017. By identifying sustainable tourism as a major pillar of our tourism strategy, not only will we protect and conserve these assets in a sustainable way, but we will also achieve our targets for visitor arrivals, employment creation, and contribution to GDP.” Discussing his thoughts on the state of the tourism industry currently, Haitham believes that protecting the environment is vital whilst also trying to increase visitor arrivals. There are many concerns arising and he emphasises why the authority has made a strong commitment to sustainable tourism. “Above all, the major