The initiative will aim to promote the region, one of the seven areas to make up the UAE, through promotions across the travel giant’s stores, agent training programmes, social media channels and special promotions.

Initially running until February 2017, the campaign from the Ras Al Khaimah Tourist Development Authority and the UK-owned company will take place simultaneously across its British, German and Scandinavian markets.

Both parties will be hoping to offer an alternative for European tourists, who in a recent trend are staying away from North African sunspots including Tunisia, Egypt and Turkey in Europe due to terrorism fears.

Upon announcing the partnership, Haitham Mattar, chief executive of the Ras Al Khaimah Tourist Development Authority, said: “We are happy to be partnering with Thomas Cook and working with one of the leading leisure travel groups in the world to promote Ras Al Khaimah.”

“We are confident that this alliance will help spread the word about our emirate’s unique selling points, rich offerings and stunning natural surroundings, which appeal to a wide range of travellers across the globe, and strengthen our position as the best place to be for genuine Arabian experiences, great beach resorts and exciting adventures.”

Thomas Cook Group’s head of media & partnerships, Stuart Adamson, added: “We are very excited to be partnering with Ras Al Khaimah, leveraging the full strength of Thomas Cook as an omni- channel retailer.

“We are looking forward to delivering a fully integrated campaign promoting this premier Middle East destination to the millions of holiday makers that engage with us on our channels and beyond, across several markets.”