RAK Tourism's Ambitious Growth Plans Under New Leadership

Feb 25, 2026

87 min

Feb 25, 2026 01:32

RAK Tourism’s new chief’s vision: Triple the tourists, double the hotels — but keep its soul

## New Leadership and Vision

Phillipa Harrison, the new CEO of Ras Al Khaimah Tourism Development Authority, aims to significantly boost tourism in the emirate. Her strategy involves tripling the number of visitors and doubling hotel accommodations by 2030, while maintaining the region's cultural essence.

## Distinctive Positioning

Harrison emphasizes Ras Al Khaimah's unique appeal compared to neighboring Dubai and Abu Dhabi. She highlights the emirate's natural beauty, tranquility, and "quiet luxury" as key attractions. The focus is on promoting its distinct identity rather than imitating larger cities.

## Target Markets and Growth

The emirate experienced a 6% increase in visitors last year, reaching 1.35 million. Harrison plans to concentrate on eight core markets, including domestic travelers, Saudi Arabia, Russia, and the UK. Emerging markets like India and China are also on the radar for future growth.

## Infrastructure and Connectivity

Ras Al Khaimah's airport saw over a million arrivals last year, with new routes enhancing connectivity. Harrison also sees potential in developing water-based arrivals, further expanding access to the emirate.

## Cultural Emphasis

A key part of Harrison's vision is to elevate Ras Al Khaimah's cultural and historical offerings. She aims to showcase the emirate's rich heritage, including its trading history and local traditions, alongside its natural attractions.

## Hotel Expansion

Significant hotel developments are underway, including the Wynn Al Marjan resort, set to open in 2027. Other projects include the Janu Al Marjan Island and Armani Beach Residences, contributing to the planned doubling of hotel capacity.

## Sustainable Growth

Harrison is committed to ensuring that rapid expansion does not compromise the emirate's character. Thoughtful planning and alignment among stakeholders are central to her approach, aiming to create a world-class destination that remains livable and authentic.

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