“This is the most exciting job I’ve had in my whole career,” said Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA) at the Arabian Business Leadership Summit 2024.
The leader shared insights into the emirate’s burgeoning tourism sector and ambitious future plans. Highlighting the rapid growth and strategic vision for Ras Al Khaimah (RAK), Phillips emphasised the emirate’s potential to become a premier global destination.
“As we look for the prospects to growth, our targets between now and the end of the decade is 3.5 million overnight visitors and 1.5 million day guests,” he revealed. This growth will be supported by doubling the room inventory to between 16,000 and 20,000 keys.
The CEO believes that the authority has covered the UK and India “pretty well” in terms of tourism, however, more focus needs to be placed on the east, specifically the Americas.
He underscored RAK’s significant attractions and opportunities, positioning it as “the destination of the future.” Domestically, RAK is already the number one place for staycations, which Phillips dubbed “shortcations,” and is the fastest-growing contributor to the emirate’s GDP.
“RAK is the destination of the future,” he affirmed.
UAE Casino: Wynn Al Marjan
Addressing what can be considered as one of the emirate’s biggest developments and announcements recently, Phillips believes that the region’s first fully-integrated gaming resport – Wynn Al Marjan will have as big as an impact on the region as the opening of the Burj Al Arab, Burj Khalifa and Atlantis, The Palm.
“When you talk about a destination of the future there is no better stamp of approval than Wynn announcing a $3.9bn project in RAK,” he gleamed.
The Wynn Resort will employ 7,000 people and is complemented by other significant developments, including the opening of the Westin and the Rove hotel set to open later this year, the RAKTDA CEO revealed.
These projects will drive the creation of new housing, schools, hospitals, and lifestyle amenities, further enhancing the emirate’s appeal.
Adapting to change: borderless and frictionless travel
Phillips shared how the COVID-19 pandemic was an eye-opener for RAK, allowing it to pivot and offer a diverse range of experiences to consumers. This adaptability has been crucial in positioning RAK as a versatile destination.
Initiatives like borderless and frictionless travel, such as the recently announced GCC-style Schengen visa, and partnerships with the Omani government to allow seamless travel experiences aims to significantly boost tourism.
“Covid-19 allowed us to pivot and become a destination that offers multiple things to consumers,” Phillips said.
‘Hire people that are better than you’
Phillips’ leadership philosophy centers on hiring individuals who are better than him in their respective domains and fostering a supportive, non-bureaucratic work environment.
“I’ve surrounded myself with a leadership team that in trust and in their respective domain are significantly stronger than me,” he said.
He advocates for gender parity in leadership, acknowledging the unique strengths women bring to the table, adding that, “I believe in hiring more women than men.”
“Men have egos,” he said, “we can only do one thing at a time, we cannot multitask.”
“Women are smarter than men; they can multitask. If you give them the opportunity they will be much more loyal and hardworking,” Phillips said garnering an applause from the audience.
He further emphasised the importance of being a calm and steady leader. “You’ve got to be the calm in the storm – I don’t get frazzled very easily,” he said. He values passion, risk-taking, and customer focus as essential traits for successful leadership.
The future of RAK
Looking ahead, RAK aims to become a hub for nature-based and adventure tourism. The emirate’s strategic initiatives and investments are set to drive significant economic growth and enhance its global appeal.
Phillips concluded by highlighting the emirate’s unique position and bright future, stating, “RAK is only going to grow further.”
The Arabian Business Leadership Summit is currently underway in Dubai at the Armani Hotel with some of the most influential business leaders in the region in attendance including Raki Phillips, Maaz Sheikh, Eddy Tannous and Easa Al Gurg.
The summit serves as a platform for leaders to exchange ideas, discuss obstacles, and explore possibilities for shaping the future of business in the Arab region.
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