Full Video: Ras Al Khaimah’s 2030 Tourism Playbook

Key Points

• Phillipa Harrison, newly appointed CEO, outlined her vision for Ras Al Khaimah’s tourism growth at the Skift Global Forum East.
• The emirate aims to triple visitor numbers by 2030 while emphasizing sustainable development and benefits for local communities.
• Key strategies include luxury offerings, authentic cultural storytelling, and targeting emerging travel markets like India.

Summary

At the Skift Global Forum East, Phillipa Harrison, the new CEO of Ras Al Khaimah Tourism Development Authority, shared her roadmap for tripling the emirate’s visitor numbers by 2030. Her approach emphasizes sustainable growth that benefits local communities, authentic cultural storytelling, and brand differentiation. Key initiatives include delivering luxury experiences and building connections with fast-growing markets such as India to position Ras Al Khaimah as a unique UAE destination amid regional competition.