The RAK Tourism Development Authority has confirmed Emirates' acceptance into Virtuoso and Serendipity by Traveller, making the airline a member of two of the world's most exclusive luxury travel networks. The dual membership underscores RAK's positioning among leading global luxury destinations. It enhances its reach to influential travel advisors, reinforcing and growing its portfolio of high-end hospitality and unique experiences.
The RAK Tourism Development Authority has announced that RAK has been accepted into Virtuoso and Serendipity by Traveller Made, and has been recognised among the world's most exclusive luxury travel networks. The acceptance places RAK alongside global destinations such as Santorini, Kyoto, the Amalfi Coast and the Serengeti, underlining its rising portfolio as a luxury travel destination.
Membership in Virtuoso and Serendipians is invitation-only, reserved for destinations and hospitality providers that meet strict criteria in authenticity, sustainability, service quality, and guest experience. RAK admission reflects its success in building a luxury portfolio that combines natural landscapes, cultural heritage, and premium hospitality while setting out a roadmap for further high-end development.
As part of these, Networks RAK will gain visibility among influential travel agencies and luxury providers who cater to tailor-made journeys for discerning travellers worldwide. The company's inclusion highlights both its experimental and cultural depth, as well as its pipeline of new developments set to strengthen its operational positioning.
"Becoming part of Virtuoso and Serandipians marks a pivotal moment for RAK as it continues to evolve as a destination. These partnerships will showcase the Emirates' exceptional blend of nature, culture, and hospitality to a global audience of travellers who value authenticity, exclusivity, and meaningful experiences. We have a pipeline of world-renowned hotels and unique attractions. With our pipeline of world-renowned hotels and unique attractions, we are poised to redefine luxury in the region, reinforcing RAK as a must-visit destination for discerning travellers," said Jyad Rasbey, Vice President, Destination Tourism Development, RAK Tourism Development Authority.
The emirate is already home to luxury resorts such as Waldorf Astoria and The Ritz-Carlton, with recent openings including Anantara Mina Al Arab and Sofitel Al Hamara Beach Resort. Upcoming projects by Wynn Resorts, Four Seasons, and Nobu Hotels will further expand the Emirates' high-end hospitality offering.
Complementing its resorts is a diverse range of signature experiences from he world's longest zipline at Jebel Jais and sunrise hot air balloon rides to desert stargazing and cultural encounters at the Suwaidi Pearl farm. This mix of adventure heritage and reaction continues to position RAK as one of the region's most compelling destinations for luxury travellers.
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