Ras Al Khaimah is preparing to relaunch its brand positioning in India in early 2027. The emirate is shifting its pitch from a “value alternative to Dubai” toward a premium, experience-led leisure destination, Ras Al Khaimah Tourism Development Authority CEO Phillipa Harrison told Skift. The repositioning will put greater emphasis on signature experiences, wellness and premium leisure. “Our messaging is changing to be, we are a premium boutique leisure destination," she said. "It’s moving away from being price-led to being about signature experiences, about wellness, that sort of premium positioning.”