RAK to roll out ‘BeRAK’ app to boost employee engagement and wellbeing across tourism and hospitality sectors

Designed with input from HR and wellbeing experts, BeRAK brings together four key pillars,  engagement, wellbeing, communication, and development, into one interactive space. The app allows hotel staff, tour operators, guides, and attraction employees to connect, share updates, access learning opportunities, and celebrate milestones as part of one unified community.

“We wanted to reflect the authentic, connected spirit of Ras Al Khaimah through its tourism workforce,” said Dr. Mira Zakharia, Senior Director of Human Resources at Ras Al Khaimah Tourism Development Authority. “It’s not just an app, it’s a reflection of our people and how we want them to feel: engaged, recognised, and cared for.”

The platform combines the best of social and professional tools, from celebrating birthdays and work anniversaries to sharing internal news and recognising team achievements like 'Employee of the Month' announcements. It eliminates the need for multiple communication channels, making it easier for organisations to stay connected and aligned. 

Adding a fun twist, BeRAK introduces gamified engagement features that let employees join challenges, earn rewards, and redeem points for vouchers or gifts, turning everyday interactions into opportunities for recognition and reward. But beyond engagement, the focus runs deeper. 

“It’s about giving people easy access to what makes them feel better physically, mentally, and emotionally,” Zakharia added. “When employees feel supported, that positivity extends naturally to guests and the workplace.” 

With a phased rollout across all hotels and tourism establishments in the emirate, BeRAK is more than a digital tool, it’s a movement to redefine how Ras Al Khaimah’s tourism community connects, grows, and thrives.