If you thought Ras Al Khaimah’s tourism scene was just about beaches, adventure, and breathtaking views—think again. The real magic lies behind the scenes, and now, it’s got its own digital playground. Say hello to BeRAK, the UAE’s first-ever employee engagement and wellbeing platform launched by Ras Al Khaimah Tourism Development Authority (RAKTDA). This isn’t your average HR app; it’s a feel-good movement disguised as tech.
The big reveal happened on October 29, 2025, at the RAK Sports Festival at Longbeach Campground—a fitting venue to flex both muscles and motivation. BeRAK aims to connect, inspire, and reward the people powering the emirate’s booming tourism and hospitality scene. Think of it as RAKTDA’s way of saying: “Hey, our people matter just as much as our mountains and beaches.”
What Makes BeRAK So Special?
It’s the first government-led platform of its kind in the UAE, seamlessly blending wellbeing, communication, recognition, and growth—all under one digital roof. From hotel managers to adventure guides, BeRAK gives everyone in tourism a space to connect, learn, and celebrate wins big or small.
Dr. Mira Zakharia, Senior Director of HR at RAKTDA, summed it up perfectly:
“BeRAK is a strategic investment in our people and our culture. We’re building a connected, healthier, happier workforce ready to deliver exceptional guest experiences.”
In other words—this is about creating a community, not just a company culture.
Features That Actually Make Work Fun
Forget boring bulletin boards and endless email threads. BeRAK brings energy, gamification, and a dash of friendly competition into everyday life:
- Gamified Challenges: Track your steps, crush hydration goals, or duel colleagues for wellness points you can redeem for exclusive rewards and VIP experiences.
- Live Events & Competitions: From sports tournaments to inter-hotel trivia nights, BeRAK brings digital vibes to real-life fun.
- Recognition & Rewards: Earn badges, celebrate milestones, and get personalised shoutouts—because hard work deserves more than a generic “well done.”
- Wellbeing on Tap: Access expert consultations with psychologists, dietitians, and personal trainers. Track your mood, sleep, and fitness for a healthier, balanced you.
- Community & Connection: Join social clubs, share stories, and connect with peers across the tourism industry—because teamwork makes dream destinations.
The Motto That Says It All
BeRAK lives by its tagline: Be One. Be Inspired. Be You.
It’s not just about productivity—it’s about purpose. Through its four pillars—engagement, wellbeing, communication, and development—BeRAK aims to nurture a tourism workforce that’s as vibrant as Ras Al Khaimah itself.
And yes, it’s powered by Wellbees, a global leader in employee wellbeing tech, known for transforming workplace cultures in over 100 countries. Their collaboration with RAKTDA marks the first time such a platform has been customised for a destination’s entire tourism ecosystem.
RAK: Where Work Feels Like Winning
Let’s be real—Ras Al Khaimah isn’t just a great place to visit; it’s officially one of the top ten cities in the world for expats. With RAKTDA now certified as a Great Place to Work® for five consecutive years, BeRAK takes things to the next level—making sure that every smile tourists see is backed by a happy, supported, and inspired professional.
So the next time you check into a resort, sip coffee overlooking the mountains, or join a desert adventure, remember: there’s a whole community of passionate people behind it—connected, motivated, and proudly BeRAK-ing it.
