As CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), Raki Phillips is responsible for driving the tourism sector, along with the economic and social prosperity of the Emirate. He is also an award-winning tourism veteran and a serial entrepreneur with over 20 years of experience working with Ritz-Carlton, Fairmont Raffles Hotels International (FRHI), and Universal Studios Orlando. In this ‘In Conversation With’ Raki shares with us his approach to success in the travel sector, key trends, insights into the unique and beautiful Emirate and much more.
Please describe a typical working day for you.
A typical day for me is anything but typical, and that’s one of the things I love most about my role. For a destination that is progressing so rapidly, such as Ras Al Khaimah, there’s always something exciting happening. Most days are a blend of overseeing the development of new tourism projects, forging strategic partnerships that enhance our connectivity, and collaborating with our stakeholders on initiatives to elevate our tourism offerings and bring more visitors to Ras Al Khaimah.
A significant aspect of my role involves guiding Ras Al Khaimah’s transformation into a destination of the future. This involves not just driving tourism numbers but ensuring our growth is sustainable and meaningful for both visitors and residents. For example, securing significant investments like the USD $3.9 billion deal with Wynn Resorts to develop a 1,500-plus-key integrated resort which is currently under construction on Al Marjan Island, is a project that I’m particularly proud of, as it not only represents a significant step forward in elevating our tourism offering, but is also a key driver of job creation and quality of life in the emirate.
My mornings often begin with a review of key tourism metrics and a meeting with my leadership team to ensure we’re maintaining our trajectory. We’re working towards a goal of increasing tourism’s contribution to the economy from 5% to one-third by 2030, and every day brings us closer to that milestone. Of course, fostering a positive work culture within RAKTDA is just as important. Leading a diverse team from 24 countries, I make it a point to cultivate an environment where creativity and collaboration thrive, and I am very proud to see that this has not gone unnoticed. This year RAKTDA was recognized as a Great Place to Work® for the third consecutive year. In 2023, we were ranked 4th in the Best Workplaces in the Public Sector for the GCC, adding to a series of other prestigious awards.
You have been recognised by Forbes Middle East as one of the ‘Top 100 Travel & Tourism Leaders’ in 2023 (congratulations!). Was the industry always one that you wanted to work in? And how do you maintain a positive and innovative approach to your work life?
Thank you! My journey into the hospitality and tourism industry has been quite the adventure. The moment that set me on this path came when I was walking through New York City and saw a giant Emirates airline billboard on the Flatiron Building, promoting Jumeirah Burj Al Arab. That was when I knew I wanted to be in the UAE. At the time, I wasn’t sure about my career path. My father had suggested I pursue a trade, but a close friend encouraged me to consider the hotel business, believing my personality was well-suited for it. That led me to an internship at Universal Studios in Orlando, which became the foundation of my career in tourism. From there, I moved into roles with hotel brands like Ritz-Carlton and Fairmont Raffles Hotels International, each step deepening my zeal for the industry. When the opportunity came to join RAKTDA as CEO in 2019, it felt like everything had come full circle. Maintaining a positive and innovative approach comes naturally when you’re passionate about what you do and in an environment that provides endless opportunities, such as Ras Al Khaimah.
In 2022, you and your team led the destination to achieve the highest-ever visitor numbers at 1.13 million. What were the fundamental principles underpinning this success and how do you plan to build upon this?
2022 was quite a year! Not only did we achieve record-breaking visitor numbers, reaching 1.13 million, but we also exceeded pre-pandemic levels, demonstrating the resilience of our destination. Our success was largely due to our agility and responsiveness during a volatile year, and our community-minded approach that shaped a welcoming and attractive experience for visitors.
With a focus on diversification and enhancing Ras Al Khaimah’s connectivity, we continued this success into 2023, welcoming 1.22 million overnight arrivals—an 8% increase over 2022. This was also rooted in several strategic partnerships and targeted campaigns that showcased Ras Al Khaimah’s unique attractions.
Another driver of our growth has been investing in our tourism infrastructure and the expansion of our hospitality portfolio. In 2023, we welcomed new hotels like InterContinental Mina Al Arab, followed by the opening of the Anantara Ras Al Khaimah Resort and Sofitel Al Hamra Beach Resort earlier this year. These great additions have further enhanced the appeal of our destination. Looking ahead, we are doubling our hotel inventory with a pipeline of 21 properties set to add around 7,000 keys in the next few years. This includes projects by some of the best brands in the industry such as Nobu Hotels, JW Marriott, The Westin, Hilton, W Hotels, Nikki Beach and Wynn Resorts.
Preserving Ras Al Khaimah’s heritage and authenticity has been a priority, for you and your team. This must be quite challenging whilst also promoting tourism within the Emirate. Please tell us how you strike the perfect balance.
Balancing heritage preservation with tourism growth in Ras Al Khaimah requires a thoughtful and strategic approach. Our focus is on two key areas: cultural conservation and sustainable development. These elements work together to maintain Ras Al Khaimah’s unique cultural identity as we continue to grow.
In terms of cultural conservation, we have developed long-term plans to preserve the integrity and develop 20 of our heritage sites as key tourist attractions. For instance, Al Jazeera Al Hamra, a historic pearl diving village and one of the four sites on the UNESCO World Heritage Tentative List in Ras Al Khaimah, is being meticulously restored and managed to become a key component of our tourism offering. Moreover, empowering the local community of Emiratis to participate in the tourism sector is an equally important step that we are taking to ensure equitable distribution of tourism’s economic benefits and provide more authentic experiences for visitors. By integrating these elements into our tourism strategy, we’ve found a balance that drives growth while preserving the cultural heritage that makes Ras Al Khaimah unique.
And please tell us more about Ras Al Khaimah’s approach to eco-tourism?
Sustainability and environmental stewardship are at the very core of how we approach tourism development in Ras Al Khaimah. Created in partnership with EarthCheck, a global leader in sustainability certification, our sustainable tourism strategy integrates economic, environmental, cultural, and social considerations into our development framework for shaping a vibrant tourism eco-system for the future. Under this program, Ras Al Khaimah stands out as one of the few destinations globally with a thoughtful and holistic sustainable tourism policy. The EarthCheck Sustainable Destination Silver Certification, which we were the first in the region to receive earlier this year, is testament to this commitment with audits revealing remarkable progress in areas like energy efficiency, waste management, and greenhouse gas reduction. Furthermore, through our ‘Responsible RAK’ program, also created with EarthCheck, we’re ensuring that all tourism businesses and hotels are aligned with our sustainability goals and ESG objectives.
We have also applied a measured, purpose-driven approach to new hotel developments and are continuously expanding our nature-based experiences to meet the growing demand for eco-conscious travel. We’re particularly excited about Saij, A Mantis Collection Mountain Lodge, which is set to open in early 2025. This sustainable retreat will provide 70 luxury lodges, offering a peaceful escape that’s deeply connected to the natural environment.
Ras Al Khaimah (RAK) is a bit of a hidden gem of a holiday destination – boasting a beautiful natural landscape that promises visitors adventure and culture. What can visitors expect from a holiday here and what type of traveller is RAK best suited to?
Ras Al Khaimah truly offers a remarkable blend of natural beauty and a diverse range of activities that cater to all types of travellers. One of our standout attractions is Jebel Jais, the UAE’s highest peak, where visitors can immerse themselves in outdoor activities ranging from thrilling to soft adventure. These include everything from hiking and camping to the more adrenaline-pumping Jais Flight, the world’s longest zipline. We also have other great activities including Jais Sky Tour, a series of six exhilarating ziplines stretching 5km; Jais Sledder, the region’s longest toboggan ride; and the first Bear Grylls Explorer Camp in the region offering survival courses and outdoor activities led by expert guides.
Nature enthusiasts can also explore the 1,235-acre Al Wadi Nature Reserve, a protected area teeming with desert wildlife, through activities like nature drives, horseback riding and falconry lessons. For those looking to immerse themselves in traditional Bedouin hospitality, desert camps provide an authentic experience with camel rides, starlit dinners, and live entertainment.
For a taste of local culture, Dhayah Fort and Al Jazeera Al Hamra provide glimpses into the rich history of the Emirate, while the Suwaidi Pearls farm offers a fascinating look into the region’s pearl diving heritage.
If relaxation is what you’re after, our Emirate boasts 64km of coastlines dotted with world-class hotels and beach resorts, perfect for a relaxing holiday under the sun. The majority of our hotels and resorts offer a range of amenities that are perfect for families, from kid’s clubs and waterparks to babysitting services and watersports.
How does Ras Al Khaimah differ from the other Emirates’ holiday destinations?
Ras Al Khaimah stands out for its incredibly diverse natural landscapes which include pristine beaches, vast desert dunes, lush mangroves and the majestic Hajar Mountains—all within a short distance of each other. We are known as the “Nature Emirate” due to this variety which allows visitors to experience everything from mountain adventures to seaside relaxation in one destination. Our hotels offer expansive open spaces and some of the longest private beaches in the country, which is why we are the number one staycation or shortcation destination domestically. Residents across the Emirates often choose Ras Al Khaimah for its tranquil and laid-back atmosphere.
7,000 years of history dating back to the Bronze Age adds another layer to Ras Al Khaimah’s appeal. Visitors can explore a great number of ancient forts and historical sites, which offer insights into the emirate’s past. This deep connection to history gives visitors a unique and authentic cultural experience. To put it simply, it’s the ideal destination for those looking to experience the UAE’s natural beauty and rich heritage.
What is your top tip for a first-time visitor to Ras Al Khaimah?
For first-time visitors, my top tip is to embrace the diversity of experiences that Ras Al Khaimah has to offer. Start your day by exploring the Emirate’s natural beauty with a hike on Jebel Jais or a nature drive at Al Wadi Desert Nature Reserve. The calm and serenity of these areas give you a true sense of the untouched landscapes that define Ras Al Khaimah. You can also explore Ras Al Khaimah from above in a hot air balloon with ActionFlight or a light sport aircraft tour at the Jazira Aviation Club. After connecting with nature, shift gears into some of the amazing adventure activities on Jebel Jais or delve into the local culture by visiting the Suwaidi Pearls farm and one of our heritage sites like Al Jazeera Al Hamra or Dhayah Fort. These are perfect spots to discover rich history of Ras Al Khaimah. Finally, wrap up your day by catching the sunset from one of the many beachfront spots along our coastline. By mixing nature, culture, and relaxation, you’ll get a real taste of what makes Ras Al Khaimah such a special place to visit.
What are the key industry trends you anticipate for the luxury travel market over the next five years?
The luxury travel market is set for some exciting shifts over the next five years, driven by a few key trends that are already making an impact. One of the biggest is the demand for hyper-personalized and immersive experiences. Today’s luxury travellers aren’t just looking for high-end accommodations—they want unique journeys tailored to their interests. This could include custom-designed wellness programs or exclusive cultural experiences.
Sustainability is also a major focus. Eco-conscious guests are increasingly drawn to destinations that prioritize responsible practices, not just environmentally but also in preserving cultural heritage and local traditions. Alongside this, slow travel—spending more time in one place to truly connect with it—is gaining popularity.
Finally, spontaneous and solo travel is on the rise, particularly among younger generations who value flexibility and last-minute adventures that focus on experiences over traditional luxury. In Ras Al Khaimah, we’re embracing these trends, ensuring our offerings are personalized, sustainable, and deeply immersive to meet the evolving desires of today’s travellers.
Luxury is highly subjective – what does it mean to you personally?
For me, true luxury is about meaningful experiences that offer a deep sense of connection—whether to nature, culture, or oneself. In our fast-paced world, the greatest indulgence is often the time to slow down and fully immerse in an experience without distractions.
Over the next five years, I anticipate that the luxury travel market will continue to evolve towards more personalized and sustainable experiences. Travelers are increasingly seeking authenticity and are more conscious of their environmental impact. This shift will drive demand for eco-luxury accommodations and bespoke travel experiences that allow guests to connect deeply with the local culture and environment. This kind of richness can be found in the simplicity of a quiet moment on a secluded beach, where the only sound is the waves meeting the shore. It’s also present in the care and attention to detail that go into crafting an unforgettable journey, where every element is thoughtfully curated to create a sense of comfort and ease.
Authenticity is another key aspect. It’s not just about opulence, but about experiences that feel genuine and connect you to the essence of a place. Whether it’s an encounter with local culture or a stay at a resort that blends seamlessly with its natural surroundings, the goal is to create memories that linger long after the moment has passed.
Finally, what is your life motto?
My life motto is “aim big, work hard, stay humble”. I believe that hard work pays off. Setting ambitious goals that push boundaries and inspire growth is great, but it’s the hard work, the dedication, and the relentless pursuit of those goals that truly make a difference. Along the way, it’s important to stay humble, recognizing that success is often a collective effort and that there’s always more to learn and achieve. Humility keeps you grounded, reminding you to appreciate the journey, the people you meet, and the lessons you learn along the way.
