Big news from Ras Al Khaimah! The Emirate has just rolled out the red carpet for Phillipa Harrison, the former Managing Director of Tourism Australia, who’s now officially the new CEO of the Ras Al Khaimah Tourism Development Authority (RAKTDA). Yep, the woman who helped make “there’s nothing like Australia” a tourism anthem is now set to sprinkle her magic on the UAE’s adventure capital.
And let’s be real—this isn’t just a job swap. This is RAK saying: “We’re not here to play small, we’re here to own the global tourism stage.” With her decades of experience across international markets, Harrison is basically the travel industry’s version of a blockbuster signing. Think Messi joining your local football club—but for tourism.
Why This Move Matters
Tourism isn’t just a side hustle for Ras Al Khaimah—it’s the fastest-growing sector, and the government is crystal clear about where it’s headed: becoming the “Destination of the Future.” Bold? Definitely. Achievable? Well, considering the Emirate welcomed a record 650,000 visitors in the first half of 2025, the future’s already looking pretty booked and busy.
Sheikh Ahmed bin Saud Al Qasimi put it perfectly: tourism is at the heart of RAK’s strategy, and with Harrison’s leadership, the confidence levels are sky-high. The Emirate has its eyes on the big prize—3.5 million visitors annually by 2030. That’s a whole lot of beach selfies, mountain hikes, and desert adventures waiting to happen.
What Phillipa Thinks
Harrison herself sounds ready to dive right in (possibly off Jebel Jais via the world’s longest zipline). “I’m honored to join at such an exciting time,” she said, calling RAK an “international success story” already—and promising even more growth in the years ahead. Translation? Buckle up, because the Emirate’s about to level up.
The Big Picture
This appointment isn’t just about numbers. It’s about solidifying Ras Al Khaimah’s place on the world map as a sustainable tourism hub. Between eco-friendly resorts, heritage preservation, and adventure-driven attractions, RAK is already giving heavy competition to its glitzier neighbors. With Harrison steering the ship, the journey ahead looks nothing short of epic.
So, if you thought Ras Al Khaimah was just that “quiet cousin” in the UAE, think again. The game has changed, and with a global tourism heavyweight at the helm, the Emirate’s future looks brighter (and busier) than ever.
