In the heart of Ras Al Khaimah, where desert sands meet azure waters, a new era of tourism is unfolding. At the helm of this transformation stands Raki Phillips , CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA),—an award-winning hospitality veteran with a passion for innovation and a vision that reaches beyond the horizon.
Raki’s journey to RAKTDA has been nothing short of remarkable. Having led hotel and project developments across the Emirate, bringing a wealth of experience to his role.
In this exclusive interview with Latin&Gulf, Phillips discusses the multifaceted approach involving sustainable practices, strategic infrastructure investments, and innovative marketing campaigns that are driving Ras Al Khaimah’s rapid growth and unique appeal in the competitive tourism landscape.
So, as the sun sets over Jebel Jais, we sit down with Raki Phillips to delve into his journey, aspirations, and the magic he’s weaving into Ras Al Khaimah’s tapestry.
Thanks Raki for the opportunity Today, and let’s start asking What is your vision for the future of tourism in Ras Al Khaimah, and what strategies are you implementing to achieve it?
Our overarching vision is to transform Ras Al Khaimah into a destination of the future, boosting tourism’s contribution to the economy from 5 percent to one-third and attracting over 3.5 million annual visitors by 2030. To achieve this, we have implemented a multi-faceted, strategic growth plan that includes investment in tourism infrastructure, targeted initiatives to drive more visitors to the Emirate and an ecosystem rooted in sustainability.
From a hotel infrastructure perspective, the Emirate currently has 53 properties with over 7,700 keys spanning everything from luxury beachfront resorts like Waldorf Astoria, two Ritz-Carlton properties and InterContinental Mina Al Arab, to budget-friendly, all-inclusive family resorts like the world’s largest Hampton resort by Hilton, catering to the needs of travellers from all walks of life. Most recently we welcomed Sofitel Al Hamra Beach Resort with 292 keys and Anantara Mina Al Arab Ras Al Khaimah Resort with 174 keys. We drive visitors to these hotels and the wider Emirate via strategic marketing initiatives, strong partnerships with leading tour operators in-market, participation in travel fairs and exhibitions, and targeted promotional campaigns to showcase the destination’s unique attractions, luxury resorts, outdoor activities, and cultural experiences.
We also have an additional 6,800-plus keys in development, with several new hospitality projects announced last year alone including Nobu Hotels, Le Méridien, W Hotels, JW Marriott & Hilton on Al Marjan Island in addition to Nikki Beach in Mina Al Arab. Design details of the USD $3.9 billion Wynn Al Marjan Island were also revealed. The integrated resort will attract a new segment of traveller with approximately 1,500 lavishly styled rooms, suites and villas, a wide array of entertainment options, a gaming area, 24 dining and lounge experiences, innovative spa and wellness experiences, a high-end shopping complex, a state-of-the-art events centre, a theatre hosting a unique production show, and other amenities.
The ongoing expansion of Ras Al Khaimah Airport will also play a crucial role in boosting international tourist numbers by increasing accessibility and connectivity, accommodating larger aircrafts, and enhancing the overall travel experience, attracting more visitors from around the world. This expansion is strategically linked to our wider initiative of increasing airlift to Ras Al Khaimah. 2023 saw the launch of various direct flights to Ras Al Khaimah International Airport with charter operators including SmartWings from Katowice, Poland; CentrumAir from Tashkent, Uzbekistan; and Smart Lynx from Munich, Germany, stimulating inbound traffic from these source markets. Additionally, IndiGo’s introduction of a direct service from Hyderabad, adding to its direct Mumbai flight, also helped accelerate arrivals growth from India, a major tourism source market for Ras Al Khaimah.
Last but by no means least, sustainability is at the heart of everything we do; we place all aspects – environment, culture, conservation and liveability – at the centre of our investment and development strategy. This approach is key to our strategy to drive overall sector growth and grow visitor numbers, underscoring the Emirate’s leadership in conscious tourism and aligning with its identity as a nature destination with a desire to progress, grow and evolve.
What makes Ras Al Khaimah stand out as a tourist destination compared to other Emirates in the UAE?
There are lots of things that make Ras Al Khaimah stand out, but I think it’s its diverse range of landscapes that differentiates it the most. Known as the nature emirate, it includes beaches, mountains and desert, all within a short drive from each other, ensuring that there is something for every kind of traveller. For example, families wanting to be outdoors can hop on ActionFlight’s hot air balloon experience for a bird’s-eye view of Ras Al Khaimah or stay at one of the Emirate’s desert camps which include everything from dune bashing to camel rides, Bedouin-style camp dinners, and live entertainment. Adrenaline seekers can head up Jebel Jais, the UAE’s highest peak, for the adventure of a lifetime with the Jebel Jais Flight – the world’s longest zipline, Jais Sky Tour – a course of six ziplines in the clouds, and Jais Sledder – the region’s longest toboggan ride. For those seeking a deeper connection with local culture, the Suwaidi Pearl Farm delves into the emirate’s pearling history, offering a fascinating glimpse into its maritime heritage. Ras Al Khaimah also boasts immersive desert camps where visitors can experience traditional Bedouin hospitality, complete with camel rides, starlit dinners and so much more. Lastly, the Emirate’s coastline with over 64 kilometres of stunning white sandy beaches, coupled with a selection of world-class resorts that cater to every preference, offers the perfect spot to relax, recharge and be at peace with nature.
How is Ras Al Khaimah balancing tourism growth with environmental sustainability and cultural preservation?
Recognising the potential environmental, cultural, and social challenges posed by rapid tourism expansion – such as increased consumption of resources and waste generation, cultural dilution, and biodiversity loss – we have placed sustainability at the centre of our investment and development strategy.
One of the most successful elements of this strategy so far has been our emphasis on partnerships with leading sustainability organisations like EarthCheck, the world’s leading scientific benchmarking, certification, and advisory group for travel and tourism. By maintaining partnerships with experts, we’re able to stay informed about best practices and continuously enhance the destination’s environmental, social, and economic impact. Awarded last year, Ras Al Khaimah’s EarthCheck Silver Certification highlights the benefits of such collaborations, demonstrating a significantly better performance in energy efficiency, waste management, and greenhouse gas reduction compared to regional averages. Additionally, the implementation of Responsible RAK, our robust sustainability certification programme, has been crucial in ensuring that hotels, attractions, and tour operators across the Emirate adhere to sustainable practices. This initiative not only promotes responsible behaviour but also establishes a framework for regulatory oversight and alignment with international sustainability standards, setting a high standard for the entire tourism sector.
Looking to the long term, we are adopting a thoughtful approach to new hotel developments by engaging with hospitality partners to ensure sustainable and well-planned growth. Additionally, we are prioritising holistic development that incorporates environmental protection, cultural conservation, and community engagement into all aspects of tourism planning and execution. By going beyond basic measures like recycling and reducing single-use plastics, we are making significant strides towards sustainability while simultaneously enhancing the overall visitor experience.
Apart from beach resorts, what other types of tourism experiences is Ras Al Khaimah actively promoting?
As the fastest growing tourism destination in the region, we’re constantly introducing new experiences to cater to the millions of tourists that visit us from across the globe each year. Our community is agile and resilient, working together to deliver a world-class destination that evolves in line with changing travellers’ preferences. At the moment, we are focused on experiences that blend adventure with eco consciousness, having just launched the Via Ferrata, a new rock-climbing experience and mountaineering routes. Later this year, we will unveil Jais Wings – the region’s first dedicated paragliding site – and next year, we will open Saij, A Mantis Collection Mountain, a sustainable retreat featuring 70 luxury lodges. We’re also promoting borderless travel. We recently announced a strategic partnership with The Oman Tourism Development Company (OMRAN Group) to enhance cross-destination tourism with the neighbouring Governate of Musandam in Oman. Through collaborative marketing efforts, improved transportation links, and frictionless border crossing, this collaboration has already borne fruit. Our first joint promotion, “See Double,” promises visitors double the fun in one experience-packed trip this summer, highlighting the shared natural beauty and fantastic attractions of both destinations.
Ras Al Khaimah is known for its outdoor activities. How are you leveraging adventure tourism to attract visitors?
In Ras Al Khaimah, we offer a wide range of activities that appeal to all kinds of adventure seekers. For
those who like exploring destinations with amazing scenery and unique attractions, we offer everything from hot-air balloon flights over our rolling terracotta dunes to horseback riding, archery lessons, and even the chance to swim with camels. We also offer thrill-seekers a host of adrenaline pumping adventures on Jebel Jais, the highest mountain in the UAE and ultimate adventure hub, including hiking trails for all levels, as well as attractions like Jais Flight, the world’s longest zipline, and Jais Sky Tour, a series of six ziplines. There’s also the Jais Sledder, the longest toboggan ride in the region, and the Bear Grylls Explorers Camp, which offers survival courses and outdoor activities plus the chance to stay overnight in in sustainable mountain cabins.
What initiatives are in place to showcase Ras Al Khaimah’s rich history and heritage to tourists?
With a history stretching back 7,000 years to the Bronze Age, Ras Al Khaimah is a treasure trove of history waiting to be explored. Just some examples include the Suwaidi Pearls, the only remaining pearl farm in the UAE, where visitors will get a fascinating glimpse into the emirate’s pearl diving heritage. The Emirate is also home to four culture and heritage sites that are on the UNESCO World Heritage Tentative List – Julfar, Shimal, Al Jazeera Al Hamra, and Dhayah Fort – among over 80 archaeological sites including ruins and forts. We have recently shortlisted 20 of these sites as priority cultural conservation projects to be developed to UNESCO standards in the coming years.
How do you collaborate with hotels, airlines, and travel agencies to enhance tourism offerings?
Partnering with industry stakeholders is central to our strategy to enhance tourism in Ras Al Khaimah to create a seamless and interconnected tourism experience that appeals to a wide range of visitors. We work with hotels to craft attractive packages that draw travellers to our destination. For instance, we often collaborate on seasonal promotions, weekend getaway packages, and family-friendly offers that include complimentary meals or activities for children. We also encourage hotels to develop unique themed experiences, such as wellness retreats, adventure packages, and cultural tours, which highlight the diverse attractions of Ras Al Khaimah.
To further enhance our tourism offerings, we engage in strategic marketing initiatives and form strong partnerships with leading tour operators. By participating in travel fairs and exhibitions, we showcase Ras Al Khaimah’s unique attractions, luxury resorts, outdoor activities, and cultural experiences. Our collaboration with travel agencies and online travel platforms enables us to highlight the Emirate’s offerings through special packages and exclusive deals.
Improved air connectivity to Ras Al Khaimah Airport through tour operator and airline partnerships has also significantly boosted international tourist numbers. In 2023, we launched direct flights from Katowice, Tashkent, Munich, and Hyderabad, stimulating inbound traffic. IndiGo’s direct flights from Hyderabad and Mumbai have notably increased arrivals from India, a key market for us.
How is technology being used to enhance the visitor experience in Ras Al Khaimah?
We’re constantly exploring new technologies and innovations to enhance the tourist experience. In line with the growing need for frictionless travel, we are working to provide seamless online booking experiences and offer hyper-personalised services that enhance business and leisure tourism. We are also directing our efforts towards addressing any stress associated with travel. We’ve recently announced a partnership with Ras Al Khaimah Transport Authority and Skyports, the company leading the development of vertiport infrastructure, to introduce electric air taxi services by 2027 that will provide fast and convenient zero-emission transport to our most popular areas and attractions.
What strategies are you implementing to revive tourism after the challenges posed by the pandemic?
Ras A Khaimah was one of the first destinations in the region to recover to pre-Covid levels thanks to the agility of our tourism community during the pandemic. In 2022, our annual visitor numbers surpassed pre-pandemic levels, and we continue to see growth year over year by focusing on what’s important for long term resilience – diversification, community and sustainability. Our investment strategy, which focuses on exactly that, was central to our fast rebound and is crucial for achieving our goal of reaching more than 3.5 million arrivals by 2030.
What trends do you foresee in the global tourism industry, and how is Ras Al Khaimah preparing for them?
The travel industry is thriving after the pandemic and we’re seeing loads of exciting trends as a result. One that stands out for me is soft adventuring. People are looking for experiences that blend adventure with luxury, but that don’t require high levels of fitness, training, skill, experience, or courage! Here in Ras Al Khaimah, we’re focused on making adventure accessible and enjoyable for everyone, regardless of their fitness level or experience. From serene desert safaris and gentle hikes across diverse terrains to exhilarating zipline adventures and snorkelling in our pristine waters, we offer loads of activities that allow visitors to immerse themselves in nature without compromising on comfort.
There is also a growing increase in low-carbon adventure travel and destinations where you can spend time outdoors enjoying nature without producing emissions. This is what we’re all about; sustainability is at the heart of our tourism strategy, which includes offering low-carbon travel experiences that enable visitors to enjoy our stunning natural landscapes responsibly. Activities across the Emirate like cycling, kayaking and paddleboarding, plus the many purpose-built attractions on Jebel Jais at Jais Adventure Park – such as the popular Jais Sky Tour, Jais Flight, Jais Sledder, Jais Rope Course, and more – coupled with eco-friendly accommodation options and hotels focused on sustainable operations, highlight our efforts to minimise environmental impact while maximising enjoyment.
Our approach not only caters to the adventurous spirit but also aligns with the increasing consciousness about environmental preservation among today’s travellers. As the adventure tourism market continues to expand, we continue to lead as a destination that exemplifies how thrill and sustainability can coexist beautifully.
