Published on
October 31, 2025
Ras Al Khaimah has taken a bold step in redefining tourism workforce wellbeing with the launch of BeRAK, a digital platform designed to inspire, connect, and empower hospitality employees across the UAE. By merging wellness programs, interactive challenges, and professional growth opportunities, the initiative reflects the Emirate’s vision of building a healthier, more engaged tourism community that supports long-term sustainability and exceptional visitor experiences.
Ras Al Khaimah Launches BeRAK to Transform Tourism Workforce Wellbeing
Ras Al Khaimah Tourism Development Authority (RAKTDA) has rolled out BeRAK, a pioneering employee engagement and wellbeing platform that redefines how the tourism and hospitality sector connects and thrives. The initiative underscores the Emirate’s growing commitment to ensuring that its tourism professionals are not just motivated and productive, but also mentally and physically balanced. It sets a new precedent in the UAE by integrating communication, development, and wellness in a single digital ecosystem.
Introduced during the RAK Sports Festival in late October 2025, BeRAK stands as the first government-led platform in the country designed to improve the overall wellbeing of the tourism workforce. It aligns perfectly with Ras Al Khaimah’s long-term strategy of creating a people-centric tourism environment where employees feel valued, connected, and inspired.
A New Era for Workforce Engagement
BeRAK offers an innovative space that blends wellbeing programmes with technology, creating a stronger sense of community among tourism and hospitality employees. The platform is accessible through both mobile and web applications, allowing users to engage anytime, anywhere. It acts as a digital meeting ground for workers across hotels, resorts, attractions, and tourism-related organisations.
Within this interactive hub, employees can join wellness programmes, participate in gamified challenges, and celebrate professional milestones. The goal is to strengthen collaboration and mutual motivation within the tourism sector while also recognising personal achievements. By blending learning, interaction, and rewards, the platform encourages a holistic approach to professional growth.
Interactive Features Designed for Motivation
BeRAK is built around interactive wellbeing challenges and live events. These activities are crafted to promote teamwork, physical fitness, and positive engagement. The platform includes recognition tools that highlight achievements, fostering a culture of appreciation across the industry. Employees can access consultations with experts such as psychologists, nutritionists, and fitness trainers to support their personal wellbeing goals.
Through these services, participants can track essential habits including mood, hydration, sleep, and physical activity. Each healthy action earns points that can be redeemed for rewards or experiences, reinforcing continuous participation. The system’s gamified structure makes wellbeing enjoyable and accessible rather than routine, ensuring that motivation remains high throughout the year.
A Step Toward a Healthier Tourism Community
BeRAK’s impact goes beyond traditional workplace engagement. It represents a shift towards prioritising mental and emotional health in an industry often associated with high pressure and fast-paced environments. By creating an all-in-one tool for wellness and connection, Ras Al Khaimah is helping tourism professionals lead healthier and more balanced lives, both personally and professionally.
This initiative also complements the Emirate’s broader focus on sustainable tourism development. Recognising that employee wellbeing directly influences guest satisfaction, the programme seeks to elevate service quality by ensuring workers are motivated, informed, and emotionally supported. It ties personal growth with professional excellence, resulting in a stronger and more resilient tourism ecosystem.
Building a Digital Culture of Care
At its core, BeRAK uses technology to humanise workplace culture. The platform’s design encourages open communication and emotional awareness. Employees can share progress, participate in team challenges, and even engage in community-based activities that extend beyond the workplace. The inclusion of digital tools ensures every individual feels connected, even in large and diverse organisations.
Moreover, the system enables the tourism authority to gather valuable insights into workforce wellbeing trends. By analysing participation data, RAKTDA can tailor future initiatives and provide better support to employees across the sector. This data-driven approach ensures that wellbeing isn’t treated as a one-time initiative but as a continuous, evolving commitment.
A Collaboration for Global Standards
Developed in partnership with global wellbeing technology firm Wellbees, BeRAK aligns Ras Al Khaimah with international standards of workplace health innovation. The collaboration ensures that the platform benefits from advanced digital wellness methodologies and proven engagement models already adopted in other leading tourism markets.
Through this partnership, RAKTDA has ensured that BeRAK remains inclusive, culturally sensitive, and accessible to all employees, regardless of role or background. The programme’s structure is designed to evolve with the changing needs of the tourism workforce, reinforcing Ras Al Khaimah’s status as a forward-thinking and compassionate destination.
Reinforcing Ras Al Khaimah’s Tourism Vision
Beyond its focus on employee wellbeing, BeRAK complements Ras Al Khaimah’s ambition to position itself as one of the most liveable and visitor-friendly destinations in the region. By creating an empowered, healthy, and motivated workforce, the Emirate is laying the foundation for a tourism experience that reflects care and authenticity.
The initiative also signals a broader transformation in how the tourism industry in the UAE approaches sustainability — extending the concept beyond the environment to include people. Through BeRAK, RAKTDA demonstrates that long-term tourism success depends on nurturing those who deliver the experience as much as those who enjoy it.
Ras Al Khaimah’s commitment to its workforce reflects its understanding that genuine hospitality begins with happy and healthy individuals. With BeRAK, the Emirate has taken a bold step in redefining workplace wellbeing, setting an example for other destinations across the region and beyond.
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