Text size:

  • Small
  • Normal
  • Large

RAK officials expect economic boon from beauty boot camp

Rakia hopes a boot camp for Miss Germany contestants will lure German tourists and businesses in the hi-tech sector.

RAS AL KHAIMAH // The RAK Investment Authority hopes a boot camp for Miss Germany contestants will show off the emirate as it tries to lure German tourists and businesses in the hi-tech sector. RAK has been better known for feeding the growth of the other emirates with its construction firms, cement factories and limestone quarries, but Serge Guillaume, the executive director of Rakia, is working to project a more glamorous image.

"Everybody knows Dubai and Abu Dhabi," Mr Guillaume said. "Now we have to do a few things to put our name on the map." A week before the Miss Germany competition ends, all 23 finalists will attend a camp at the Al Hamra Fort Hotel and Beach Resort in RAK. There, they will learn how to pose and be interviewed as German television cameras record the camp, and the location. Mr Guillaume said the emirate did not pay the Miss Germany Corporation any money for the advertising, instead providing goods and services, including use of the hotel.

The Al Hamra resort is one of RAK's largest and 40 per cent of its visitors are from Germany, according to Hilary McCormack, the manager of RAK Tourism. "We realised that by partnering with the Miss Germany Corporation the emirate of RAK will be exposed to millions more during the camp," Ms McCormack said. RAK has taken a page out of Dubai's planning book to make the emirate more appealing. Development is under way for a luxury hotel, a man-made island called Al Marjan and an indoor ski hill in the Hajjar Mountains.

The emirate has set a goal of 2.5 million visitors by 2012 and said it plans to build 7,500 hotel rooms. Abu Dhabi expects 2.7 million tourists by 2012 and has said it needs 25,000 rooms to accommodate them. Dubai expects 10 million by 2010. Miss Germany has been holding camps for its contestants in sunny locales, including Spain and Egypt, for the past five years. While the contestants will wear bikinis at the camp, organisers have promised to respect the UAE's traditional culture.


Back to the top

More articles

Editor's Picks

 Shah Rukh Khan performs at the IPL Gala dinner to open IPL VII at the Emirates Palace hotel in Abu Dhabi.

In pictures: Shah Rukh Khan stars at IPL Gala dinner in Abu Dhabi

The superstar entertainer Shah Rukh Khan on stage last night at a gala dinner to launch the Indian Premier League cricket tournament.

No words can describe this April 17, your captions will

Have a catchy caption for this picture. Share it with us and we might publish it and reward you.

 The year-long project aims to create a form of social autobiography — the story of Dubai documented by those who know it best, the people who live there.

Zoom in! This is your Dubai in a single image

On our sixth birthday, we are all about pictures. So here is our #mydubai offering. Using zoom.it, explore the city.

 This Dh17,000 Miele system can prepare your choice of coffee - from capuccino to espresso - at a touch of a button. Pawan Singh / The National

In pictures: Miele puts art in coffee making

Miele has devoted itself to the art of preparing the black liquid with its beautifully designed coffee machines, living up to its mantra of turning kitchens into cafés.

 Iranian President Hassan Rouhani greets supporters after his arrival in Zahedan, the regional capital of Sistan and Baluchestan province on Tuesday, April 15, 2014. During Mr Rouhani's two-day visit, he will tour several other cities and hold meetings with local scholars and entrepreneurs. Maryam Rahmanian for The National

On the road with Hassan Rouhani

Iran's president is touring some of Iran's most underdeveloped provinces. Foreign correspondent Yeganeh Salehi is traveling with him.

 Amir Khan, during a workout at the Gloves Community Centre on March 24, 2014 in Bolton, England, says his fight will be the real main event in Las Vegas on May 3. Alex Livesey/Getty Images

Amir Khan says bout with Luis Collazo ‘will steal the show’ in Las Vegas on May 3

British-Pakistani boxer Amir Khan says his fight with Luis Collazo will be the main attraction on same fight card led by Floyd Mayweather Jr and Marcos Maidana, writes Omar Al Raisi.


To add your event to The National listings, click here

Get the most from The National