Published on
August 25, 2025
Phillipa Harrison has been named the new Chief Executive Officer (CEO) of the Ras Al Khaimah Tourism Development Authority (RAKTDA) by the Government of Ras Al Khaimah (RAK). The emirate is anticipated to soar to new heights as a result of this calculated leadership move, further solidifying its goal of becoming known as the “Destination of the Future”. Harrison will guide RAKTDA through a revolutionary phase, propelling the emirate’s tourism industry towards greater sustainability and growth, thanks to his extensive experience, especially in international tourism.
A New Leadership Era for Ras Al Khaimah’s Tourism Sector
Phillipa Harrison brings decades of experience in the tourism industry, having previously served as the Managing Director of Tourism Australia. Her international expertise spans various global markets, and her leadership has contributed to the growth of one of the world’s most successful tourism bodies. In her new role, Harrison is expected to play a pivotal role in shaping Ras Al Khaimah’s future as a key player in the region’s tourism scene.
RAK’s tourism sector is among the fastest-growing in the UAE, and Harrison’s appointment is seen as a significant step toward achieving the emirate’s ambitious goals. Under her leadership, Ras Al Khaimah aims to expand its appeal as a sustainable tourism destination, building on the solid foundation already laid by previous efforts. The emirate is on track to attract over 3.5 million visitors annually by 2030, a target that is becoming more achievable with Harrison’s leadership.
Vision for Sustainable Tourism and Growth
Ras Al Khaimah is already recognised as one of the UAE’s most sustainable tourism destinations, offering a blend of adventure, relaxation, and cultural experiences. Its pristine landscapes, including mountain ranges, beaches, and desert areas, have made it an attractive destination for both domestic and international tourists. As the emirate continues to invest in tourism infrastructure, including luxury resorts, eco-friendly hotels, and modern transport networks, Harrison’s role becomes crucial in aligning these efforts with the overarching goal of sustainability.
In the first half of 2025 alone, Ras Al Khaimah welcomed a record-breaking 650,000 visitors, underscoring the increasing appeal of the destination. With the UAE government emphasising the importance of sustainability in its Vision 2030 agenda, Harrison is expected to ensure that Ras Al Khaimah not only meets its visitor targets but does so in a way that prioritises environmental responsibility and cultural preservation.
As CEO, Harrison will guide the development of ecotourism initiatives, the promotion of low-impact travel experiences, and the integration of sustainability into the region’s tourism policy. The focus will be on attracting high-value tourists who appreciate the environmental and cultural assets that Ras Al Khaimah offers, ensuring that tourism growth is balanced with ecological and community well-being.
Expanding the Appeal of Ras Al Khaimah
One of Harrison’s key tasks will be to expand Ras Al Khaimah’s appeal to a broader demographic of tourists, including those seeking adventure tourism, wellness retreats, and authentic cultural experiences. The emirate is already known for its adventure tourism offerings, such as hiking in the Hajar Mountains, zip-lining at Jebel Jais, and desert safaris. In addition to these, the growing wellness tourism sector is a key area of focus. Ras Al Khaimah’s serene beaches, luxurious resorts, and spas are ideal for wellness travellers, a sector that is poised for significant growth in the coming years.
Furthermore, Harrison’s expertise in international tourism is expected to enhance Ras Al Khaimah’s visibility in overseas markets, particularly in Europe, North America, and Asia. With the UAE positioned as a hub for international travel, Ras Al Khaimah is uniquely placed to attract tourists from around the globe. Strategic partnerships with global travel agencies and international tourism boards will be vital to driving this global awareness and positioning Ras Al Khaimah as a leading tourism destination.
Fostering Public-Private Partnerships
Harrison will also focus on strengthening public-private sector collaborations to foster innovation and create a more dynamic tourism ecosystem. Ras Al Khaimah has seen tremendous growth in recent years due to successful public-private partnerships that have improved the overall visitor experience. These collaborations have led to the development of world-class hotels, eco-tourism resorts, and state-of-the-art infrastructure, making the emirate an increasingly attractive destination for both leisure and business tourists.
The UAE government has long recognised tourism as one of the key sectors driving the country’s economic diversification, and Ras Al Khaimah is poised to benefit from this national focus. By working closely with both local and international stakeholders, Harrison will guide the emirate’s tourism sector to greater heights, ensuring that investments continue to flow into the region.
The Road Ahead: Targets and Strategic Initiatives
The ambitious target of attracting 3.5 million visitors annually by 2030 requires not only strategic planning but also the successful execution of key initiatives. The emirate is expected to enhance its tourism infrastructure, focusing on creating a seamless and memorable visitor experience from start to finish. This includes the expansion of airport facilities, the development of new tourist attractions, and the promotion of Ras Al Khaimah’s cultural heritage through festivals, exhibitions, and partnerships with global tourism events.
As part of its efforts to strengthen its position in the regional and international tourism markets, Ras Al Khaimah will continue to expand its marketing efforts, reaching out to diverse global audiences. With the rise of digital marketing and social media platforms, RAKTDA will tap into online channels to engage potential visitors, particularly those seeking unique travel experiences that combine adventure, relaxation, and cultural exploration.
In addition to attracting more visitors, Harrison’s leadership will focus on creating high-quality jobs in the tourism sector, training a new generation of hospitality and tourism professionals, and promoting Ras Al Khaimah as a centre for tourism innovation and excellence.
A Promising Future for Ras Al Khaimah
The Ras Al Khaimah Tourism Development Authority has appointed Phillipa Harrison as its CEO, putting the emirate in a strong position for success in the international travel industry. It is anticipated that under Harrison’s direction, Ras Al Khaimah will surpass its tourism goals and establish itself as a sustainable, varied, and creative travel destination in the years to come. Ras Al Khaimah’s development as a top travel destination continues to be a crucial part of the UAE’s future vision as the nation continues to grow as a major player in the world of tourism.
Visit the official Ras Al Khaimah Tourism Development Authority website to learn more about the city’s tourism initiatives and to be informed of any updates.
[Image Source: WTTC]
