Ras Al Khaimah is set to launch a groundbreaking digital platform, ‘BeRAK,’ aimed at enhancing employee engagement and wellbeing across its tourism and hospitality sectors. The app, developed over a year with input from industry experts and wellbeing specialists, integrates four core pillars: engagement, wellbeing, communication, and development. It provides a unified space for hotel employees, tour operators, guides, and attraction staff to connect, share updates, access professional learning opportunities, and celebrate achievements.
BeRAK offers a blend of social and professional features, including spaces for celebrating milestones, dedicated channels for internal communication, and team recognition. It also introduces a playful, community-driven element where employees can participate in games, create cross-hotel challenges, and earn rewards for engagement. Points accumulated through app activity can be redeemed for vouchers, discounts, or gifts, providing tangible incentives for participation.
Beyond engagement, the app emphasizes employee wellbeing by offering access to psychologists, nutritionists, and personal development coaches. Employees can book up to five private sessions annually with certified experts and access on-demand training videos covering topics like stress management and healthy living.
Dr. Mira Zakharia, Senior Director of Human Resources at Ras Al Khaimah Tourism Development Authority, highlighted the app’s role in fostering a sense of belonging and support among employees. ‘Healthy people are happier and perform better, and when employees feel supported, that positivity extends naturally to guests and the workplace,’ she said.
The initiative is expected to set a new benchmark for employee engagement and wellbeing in the tourism and hospitality sectors, starting in Ras Al Khaimah. The app will be gradually introduced across all hotels and tourism establishments in the emirate, reflecting the region’s commitment to nurturing a connected and thriving workforce.