Ras Al Khaimah Tourism Development Authority (RAKTDA) has appointed Phillipa Harrison, the former Managing Director of Tourism Australia, as its new Chief Executive Officer. The appointment marks a decisive step in the Emirate’s ambitions to position itself as one of the world’s leading sustainable tourism destinations.
Harrison brings with her more than two decades of global tourism expertise, having spearheaded Tourism Australia’s transformation into one of the industry’s most successful destination marketing organizations. During her tenure, she oversaw high-profile international campaigns that elevated Australia’s status as a premier global destination. Her deep knowledge of overseas markets and commitment to sustainability are expected to play a pivotal role in advancing Ras Al Khaimah’s long-term tourism strategy.
Government Endorsement of Tourism Vision
Sheikh Ahmed bin Saud Al Qasimi, Chairman of RAKTDA’s Executive Committee, welcomed the appointment, noting:
“Tourism is at the heart of Ras Al Khaimah’s strategy; it is our fastest-growing sector and we’ve achieved remarkable milestones in a short period of time. Ms. Harrison brings with her a depth of knowledge and leadership experience, most recently with Tourism Australia, that gives us confidence in her ability to align with Ras Al Khaimah’s ambitious goals and strategic targets in the tourism sector.”
The appointment comes at a time of strong momentum. Ras Al Khaimah welcomed 650,000 visitors in the first half of 2025, underscoring its rapid recovery and growing global appeal. The Emirate has set an ambitious target of attracting 3.5 million annual visitors by 2030, signaling its commitment to tourism as a core economic driver.
Sustainability at the Core
Sustainability remains central to Ras Al Khaimah’s tourism policy, which emphasizes preserving the Emirate’s natural landscapes, cultural heritage, and wildlife while catering to the needs of modern travelers. From eco-lodges and protected nature reserves to environmentally conscious hospitality initiatives, Ras Al Khaimah is building its brand as a destination where development and conservation coexist.
Harrison, who has long championed responsible tourism, will be instrumental in reinforcing this vision. “I’m honored to join at such an exciting time,” she said. “Ras Al Khaimah has already established itself as an international success story, and I look forward to unlocking even more growth in the years ahead.”
Innovation and International Reach
Alongside sustainability, innovation will be a driving force in Harrison’s leadership. Ras Al Khaimah has positioned itself as the UAE’s “Destination of the Future,” embracing smart city concepts, digital traveler engagement, and tech-driven visitor experiences. Under Harrison’s leadership, these initiatives are expected to accelerate, making the Emirate an attractive destination for a new generation of global travelers.
Equally important will be strengthening international tourism ties. Leveraging her extensive experience in global marketing and partnerships, Harrison is expected to expand Ras Al Khaimah’s footprint in emerging and established markets alike. Strategic collaborations with airlines, travel agencies, and tourism boards will be critical to boosting connectivity and global visibility.
Collaboration for Long-Term Growth
Harrison’s role will also involve close collaboration with local government, private stakeholders, and the community to build a cohesive tourism ecosystem. Her track record in forging strong partnerships positions her well to drive RAKTDA’s integrated approach to growth—one that balances economic expansion with cultural and environmental stewardship.
Looking Ahead
Ras Al Khaimah stands on the threshold of a transformative period in its tourism journey. With Harrison at the helm, the Emirate is poised to enhance its reputation as a leader in sustainable, innovative, and globally connected tourism.
By uniting its natural assets—from the dramatic peaks of Jebel Jais to pristine beaches—with a forward-thinking strategy, Ras Al Khaimah is charting a course to become one of the world’s premier destinations. Harrison’s appointment signals a new era of leadership designed to ensure that the Emirate’s tourism growth is not only ambitious but also sustainable for generations to come.
