Ras Al Khaimah is embarking on an ambitious tourism expansion strategy that strategically merges its 7,000-year historical legacy with contemporary luxury developments to establish itself as a distinctive global destination. Under the leadership of newly appointed Ras Al Khaimah Tourism Development Authority (RAKTDA) CEO Phillipa Harrison, the emirate is implementing a comprehensive growth blueprint targeting a threefold increase in visitor numbers over the next five years.
The emirate’s remarkable visitor surge—recording 650,000 arrivals in the first half of 2025 alone—demonstrates the effectiveness of its current approach. This growth is propelled by strategic enhancements including new hotel openings, strengthened international partnerships, and significantly improved air connectivity with eleven new routes established. Current projections indicate the destination will reach 1.4 million visitors by year’s end, with accelerated growth anticipated as major developments come online.
Harrison, drawing from her extensive experience leading Tourism Australia, emphasizes the critical importance of distinctive branding and authentic experiences in global tourism success. “We must be choiceful in how we market ourselves and develop strong points of connection with diverse global audiences,” Harrison stated during an exclusive interview. While maintaining its successful all-inclusive sun-and-sand offerings from traditional markets like the UK, the emirate is simultaneously expanding into luxury tourism and fully independent traveler segments.
The strategic vision extends beyond conventional tourism parameters, with plans to enhance guest experiences across mountain, desert, coastal, and mangrove environments. Cultural tourism represents another key growth pillar, leveraging historical assets including Al Jazeera Al Hamra and the emirate’s significant position along ancient trade routes.
A pivotal milestone in this transformation will be the opening of the Wynn Integrated Resort on Al Marjan Island, anticipated to serve as a regional game-changer that will focus unprecedented global attention on Ras Al Khaimah. Harrison identifies this development as an opportunity to comprehensively showcase the emirate’s diverse offerings and unique identity to an international audience.
The tourism strategy incorporates a strong emphasis on sustainability and community engagement, ensuring that growth benefits both visitors and residents while maintaining the natural and cultural integrity that defines the ‘Nature Emirate.’ Harrison and her team are working to present Ras Al Khaimah as a cohesive destination where visitors can reconnect with nature, discover authentic culture, and experience a genuine sense of escape, all while complementing rather than competing with neighboring emirates.