The UAE's Emerging Luxury Travel Hotspot

The Middle East is undeniably one of the fastest-growing regions for hospitality, with a staggering $1.9 trillion invested in destinations like the United Arab Emirates, Saudi Arabia, and Egypt. Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), has a unique perspective on the future of tourism in this dynamic region from his base in Ras Al Khaimah (RAK), the UAE’s fourth largest emirate.

With over 20 years of experience with hotel brands such as Ritz-Carlton and Fairmont Raffles Hotels International, Phillips has witnessed remarkable transformations in the hospitality landscape of the Middle East. Since becoming CEO of RAKTDA in 2019, he has focused on destination marketing that emphasizes sustainable growth, community involvement, and authentic cultural experiences.

Thanks to Phillips’ leadership, Ras Al Khaimah has evolved from a quaint fishing village into a notable tourist hotspot, aided by the introduction of impressive new resorts like Anantara Mina Al Arab and the revitalization of the Waldorf Astoria Ras Al Khaimah. Upcoming projects, including a Wynn resort, a Nobu hotel and restaurant, and the innovative W hotel brand from Marriott, promise to further enhance the destination’s allure.

Dinogo spoke with Phillips about transforming Ras Al Khaimah’s hospitality sector, ambitious plans for the Middle East and Africa, and the challenges and opportunities that lie ahead in the travel industry.

This interview has been edited for brevity and clarity.

Can you explain your role at the Ras Al Khaimah Tourism Development Authority?

My team and I lead the advancement of Ras Al Khaimah’s tourism infrastructure and sustainability initiatives. Our ambitious goal is to evolve the emirate into a future-ready destination, increasing its tourism share from 5 percent to one-third of the economy by 2030 and welcoming over million visitors.

My role encompasses a wide array of tasks, from managing infrastructure and project development to forging international partnerships that enhance inbound tourism. I take great pride in our success in attracting substantial investments, including a $3.9 billion (USD) agreement with Wynn Resorts to establish a 1,500-plus-room integrated resort on Al Marjan Island.

Could you share details about the new hotel openings in RAK?

Ras Al Khaimah is rapidly emerging as the region's top tourism destination. Our emirate boasts luxurious beachfront resorts, delightful glamping experiences, and peaceful desert and mountain getaways. We currently feature an impressive collection of 50 properties with over 8,000 guest rooms, alongside more than 7,000 additional rooms in the pipeline.

Our hospitality landscape includes renowned global brands such as Waldorf Astoria, Hilton, InterContinental, Ritz-Carlton, and Mövenpick. The recent launch of Anantara Mina Al Arab Ras Al Khaimah Resort, featuring opulent Maldivian-style overwater villas, has been incredibly well-received. We also have several exciting new developments on the horizon, including Sofitel, Westin, Rove, Nobu, JW Marriott, W Hotels, and Nikki Beach. One of the most anticipated projects is the Wynn Al Marjan Island, scheduled to open in 2027 with over 1,500 rooms, suites, and villas.

What distinguishes us is not only our accommodation options but also the rich diversity of dining experiences available throughout our hotel collection. This includes Umi, a theatrical Japanese dining experience at the Waldorf Astoria, and Farmhouse, a farm-to-table restaurant set in a tranquil oasis at the Ritz-Carlton Ras Al Khaimah, Al Wadi Desert.

What is your perspective on the future of hotels and hospitality in the Middle East?

The year 2024 is set to be a pivotal time for the Middle East's hospitality industry, adapting to evolving trends and changing consumer behaviors. This year will emphasize technology, sustainability, personalization, authenticity, and wellness.

From contactless check-ins to AI-driven room service and tailored digital concierge options, hotels are embracing technology to improve customer service and operational effectiveness. Virtual reality tours and mobile apps for room management are gaining popularity, providing guests with a smooth and customized experience.

Sustainability is a vital factor shaping the future of hospitality in this region. As consumers grow more environmentally aware, hotels are adopting green practices such as waste-reduction initiatives, renewable energy solutions, and sourcing local produce. This commitment to sustainability is evident in the design and construction of new hotels, with eco-friendly materials and technologies being increasingly utilized. We are proud to be the first EarthCheck-certified destination in the Middle East, aligning with global standards.

We’re witnessing a surge in the Middle East hospitality sector—what do you think is driving this momentum?

In recent years, Middle Eastern countries have made significant efforts to promote tourism globally through a blend of strategies, including innovative marketing campaigns and hosting major international events. As demonstrated by the Dubai Expo 2020 and the 2022 FIFA World Cup in Qatar, such events serve as catalysts for tourism and hospitality growth in the region.

The Middle East is attracting an increasing number of high-net-worth individuals and luxury travelers from around the globe. There is a strong appetite for premium hospitality experiences, encompassing luxury resorts, fine dining, and exclusive entertainment.

Additionally, the region's strategic position between Europe, Asia, and Africa makes it an ideal hub for international travel and transit. Countries like the UAE have established themselves as global aviation and transportation centers, drawing travelers from all corners of the world and thereby boosting the demand for hospitality services. With an expanding network strengthened by partnerships with top airlines and a diverse range of hospitality offerings, Ras Al Khaimah is rapidly emerging as one of the region's fastest-growing destinations, providing unique experiences.

How would you describe Arabian hospitality?

Arabian hospitality is a treasured cultural tradition that emphasizes the importance of guest well-being and comfort, ensuring they feel welcome, respected, and valued. It reflects the generosity and kindness typical of Arab societies, nurturing close-knit communities and fostering meaningful connections. In Ras Al Khaimah, we focus on providing enriching cultural experiences for guests that are deeply rooted in local traditions and heritage.

Ras Al Khaimah’s extensive history of 7,000 years showcases the authentic Arabian identity and hospitality of the region. For example, visitors can embark on an immersive journey at Suwaidi Pearls, the UAE’s sole pearl farm, where they can explore the captivating history of pearl diving and observe live oyster-opening demonstrations.

Can you share a memorable story or highlight from your career?

Among the highlights of my career, reaching a record annual visitor count of 1.22 million in 2023 in Ras Al Khaimah stands out. This achievement represented the unwavering dedication, resilience, and hard work of our entire team and the broader Ras Al Khaimah tourism community, demonstrating our agility and shared commitment to enhancing our destination in ways that resonate deeply with visitors.

Leading a diverse team of 80 employees from 24 different countries, I take pride in RAKTDA being recognized as one of the top places to work in the Middle East for the third consecutive year, ranking fourth in Best Workplaces in the Public Sector in 2023. This recognition affirms our commitment not only to our external stakeholders and visitors but also to our internal team, whose well-being and satisfaction are essential to our success.

A key milestone was securing a $3.9 billion deal with Wynn Resorts—the largest foreign direct investment of its kind in the region. This collaborative success was not only a triumph for RAKTDA but for the entire Emirate, marking a significant step in our journey towards economic diversification and sustainable tourism development. It showcased our capacity to work together towards a common vision, attracting world-class investments that enhance the emirate’s growth and global reputation.

As we celebrate National Arab American Heritage Month in the United States, how has your Arab American identity shaped your career?

Growing up as an Arab American, with a Lebanese Argentinian mother and an American father, I was surrounded by a vibrant mix of cultural influences from a young age. Whether it was through our food traditions, celebrating both Thanksgiving and Eid, or traveling extensively with my family, my upbringing was a rich blend of customs from various continents. This multinational background, combined with the experience of living in Orlando and attending high school in Kuwait, opened my eyes to diverse cultures and the fundamental values of hospitality and connection, which have been pivotal in my career.

My move to Ras Al Khaimah was not merely a professional choice but a personal journey. Drawing from my varied heritage, I recognized in Ras Al Khaimah the values I cherish: a profound respect for tradition paired with a visionary approach to innovation and growth. The UAE, celebrated globally for its outstanding hospitality, seemed like the ideal place to continue my path, blending tradition and modernity in a way that resonates with my multicultural background.

My choice to lead RAKTDA was fueled by my lifelong experiences with diverse cultures and the aspiration to highlight the emirate’s rich heritage, stunning landscapes, and welcoming hospitality. In Ras Al Khaimah, I discovered a destination that mirrors my personal journey of connecting worlds, celebrating diversity, and fostering relationships. This path, from the multicultural festivities of my childhood to the strategic ambitions for RAKTDA, has been driven by my belief in travel's ability to unite us across cultures and boundaries.

Share what you love about travel and hospitality, and how you think it could be enhanced?

What I cherish most about travel and hospitality is their incredible ability to connect individuals, bridge cultural gaps, and cultivate understanding and appreciation for the richness of our world. Traveling broadens our horizons, challenges our perspectives, and enriches our lives in myriad ways. In hospitality, the chance to create joyful and comforting experiences for others is profoundly fulfilling.

Nonetheless, I see significant room for improvement in sustainability within the industry. As we progress, it is crucial to embrace more eco-friendly practices to safeguard the destinations we love for future generations. This entails reducing our environmental footprint and ensuring that tourism contributes positively to local communities while preserving cultural heritage.