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Innovation in Destination Websites: How Mr.Highline have looked to a surprising source for inspiration and user engagement


24 May 2022, London…/ When the Ras Al Khaimah Tourism Development Authority (RAKTDA) approached Mr.Highline they knew they needed to create something impressive for their new Jebel Jais destination website, something that would engage tourists looking for their next adventure escape and reflect the excitement of a holiday in the emirate.

If the regions focus on adrenaline sports and impressive sightseeing wasn’t enough Mr.Highline, through user research and technical knowledge worked to develop something that would put user experience at the top of the agenda and took influence from an unexpected source – online video streaming.

“Services like Netflix, Amazon Prime and Disney+ have revolutionised the way we search for consumer content and their innovative platforms have earned them millions of fans around the world,” said John Ropas, CTO of Mr.Highline. “Their content is easily searchable, learns your likes and recommends more of it. Overall it is so simple to use you can’t go wrong, so this is exactly what became our objective for Jebel Jais’ new website.”

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Regional tourism websites are often not the first place you think to look when planning a holiday. However, this website hosts all the info someone might be looking for. From ability to book activities, to where to stay, eat and how to get there. Making it easy for travellers to find everything they need, in one intuitive place.

On the launch of the new website and push to promote the Jebel Jais region Christalena Vraila, Co-Founder & Director of Mr.Highline comments ‘I am so proud of what our team has achieved in bringing  the Jebel Jais destination to life. Visitors from around the world landing on the site will enjoy an outstanding user experience which is what was needed to put this exhilarating and astonishingly beautiful part of Ras al Khaimah on the map. Just 2hrs drive from Dubai and 1hr from some of Ras al Khaimah’s stunning hotels and resorts, we’re excited to be part of welcoming more visitors to the region throughout 2022 and beyond’


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