Ras Al Khaimah, UAE – In a notable leadership change, Raki Phillips, the current CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), has announced his decision to step down from his role in October 2025, bringing an impactful six-year tenure to a close. This move comes as the emirate’s tourism industry reaches a new high, thanks in large part to Phillips’ ambitious vision and strategic initiatives.
The announcement has drawn widespread attention across the travel and hospitality industries, both regionally and globally. Phillips’ leadership not only put Ras Al Khaimah on the world tourism map but also helped it emerge as a strong contender among global leisure destinations.
A Transformational Era for Ras Al Khaimah Tourism
When Raki Phillips took charge of RAKTDA in 2019, Ras Al Khaimah was still relatively lesser-known in the broader tourism scene, especially compared to its more flamboyant neighbors like Dubai and Abu Dhabi. Fast forward six years, and the emirate is now celebrated as one of the Middle East’s fastest-growing tourism destinations.
Under his guidance, Ras Al Khaimah has
- achieved record-breaking visitor numbers, crossing over 1.2 million tourists annually
- secured high-profile international partnerships with airlines, hotel groups, and travel influencers
- launched sustainable tourism projects, positioning the emirate as a leading eco-conscious destination
- diversified tourism offerings by developing adventure tourism, cultural experiences, and wellness retreats
Strategic Focus on Nature and Sustainability
One of Phillips’ most defining legacies is the Nature Emirate brand positioning, emphasizing Ras Al Khaimah’s natural beauty—mountains, deserts, and coastline—over artificial attractions.
Ras Al Khaimah became the first destination in the Middle East to receive the Silver Certification from EarthCheck, one of the most respected global tourism sustainability organizations. This was not just a branding exercise but a genuine shift towards eco-tourism, green infrastructure, and low-impact development.
Key Projects and Milestones Led by Raki Phillips
Jebel Jais Development
The rugged Jebel Jais mountain range, home to the world’s longest zipline, became a centerpiece of Ras Al Khaimah’s adventure tourism portfolio. During Phillips’ leadership, the area saw
- new hiking and cycling trails
- mountain lodges and glamping experiences
- eco-luxury resorts under planning
Jebel Jais transformed from a hidden gem into a globally recognized adventure hotspot.
Major Hotel Deals
Phillips played a central role in attracting global hotel brands. New openings and agreements under his watch included
- Anantara Mina Al Arab
- Wynn Resorts’ multibillion-dollar development bringing the first casino in the UAE
- InterContinental, Mövenpick, and Radisson Blu expansions
These moves boosted hospitality capacity by over 40 percent, directly supporting the emirate’s tourism targets.
COVID-19 Response and Recovery
Perhaps one of the most significant tests of his leadership came during the COVID-19 pandemic. Unlike many destinations, Ras Al Khaimah quickly pivoted with a robust response strategy:
- implemented the ‘Stay Safe’ certification program for hotels
- pioneered free return PCR testing for international visitors
- promoted staycations and domestic tourism to keep the sector afloat
As a result, Ras Al Khaimah was among the first destinations to recover its tourism numbers post-pandemic.
A Global Vision Rooted in Local Values
What made Raki Phillips stand out was his ability to connect global tourism trends with the unique character of Ras Al Khaimah. Instead of replicating the glitz and glamour of other emirates, he embraced the authenticity and raw beauty of the region.
His tenure saw a stronger emphasis on
- local culture and heritage tourism such as the Pearl Museum and Dhayah Fort
- adventure and wellness travel
- digital transformation in tourism marketing
He also introduced data-driven decision-making into the Authority’s core, leading to more efficient and personalized visitor experiences.
What’s Next for Ras Al Khaimah Tourism?
With Raki Phillips stepping down, many are wondering what lies ahead for the emirate’s tourism ambitions. According to the statement released by RAKTDA, a global search for his successor is underway, aiming to ensure a smooth transition and continued growth.
Several projects are already in motion
- Wynn Integrated Resort set to open by 2027
- expansion of airport infrastructure
- continued focus on MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism
- new eco-lodges and sustainable experiences in development
The solid foundation built by Phillips provides a strong springboard for the next chapter in Ras Al Khaimah’s tourism story.
Industry Reactions and Tributes
Since the announcement, industry leaders and partners have shared their appreciation for Phillips’ contribution.
Issam Kazim, CEO of Dubai Corporation for Tourism, commented:
“Raki’s vision and collaborative mindset have helped elevate not just Ras Al Khaimah but the entire UAE’s position on the global tourism map.”
Travel + Leisure praised his quiet revolution in reshaping Ras Al Khaimah as a meaningful alternative to crowded mass tourism spots.
Employees and stakeholders within RAKTDA described his leadership style as inspirational, hands-on, and focused on long-term impact over short-term wins.
Who Is Raki Phillips?
For those unfamiliar, Raki Phillips is an American national of Jordanian and Jamaican descent. Before joining RAKTDA, he held leadership roles at Hilton Worldwide and the Ras Al Khaimah hospitality company RAK Hospitality Holding, bringing a unique blend of corporate, cultural, and entrepreneurial experience.
In addition to his CEO role, Phillips has also served on several advisory boards and was recognized as one of the Top 10 Most Influential Tourism Leaders in the Middle East.
Final Thoughts: A Legacy of Purpose and Progress
As Raki Phillips prepares to leave RAKTDA in October, he does so with a legacy of strategic transformation, sustainability, and global relevance. His six years at the helm were not just about increasing tourist numbers but about shaping an identity for Ras Al Khaimah that respects nature, culture, and innovation.
The emirate, once considered an underdog in the UAE tourism sector, now stands tall with a clear brand, robust infrastructure, and a growing global audience.
For Ras Al Khaimah and its tourism stakeholders, the journey ahead looks promising. And for Raki Phillips, wherever his next chapter leads, he leaves behind an indelible mark on the landscape of Middle Eastern tourism.
Do follow UAE Stories on Instagram
Read More: How Do I Open a Bank Account as an Expat in Dubai?
