On the sidelines of the PATA Annual Summit (PAS 2025) in Istanbul, Turkey, TDM had the opportunity to interview Raki Phillips, the CEO of the Ras Al Khaimah Tourism Development Authority (RAKTDA) in the UAE.

Phillips is focused on enhancing the Emirate’s stature as a premier tourism spot. He emphasized, “Ras Al Khaimah is an incredible destination that appeals to travelers globally. We have a targeted campaign to showcase the destination’s wonders, including Jebel Jais, the UAE’s tallest mountain, and our extensive beachfront of 68 km, along with our stunning desert landscape. This region is ideal for families, individuals, and offers an unmatched hotel collection.”

Sharing insightful statistics, he noted the increase in inbound travel, saying, “We’ve recorded a 12% Year-over-Year increase in visitors, particularly from Asia. We anticipate this trend to persist. The Indian market remains crucial, benefiting from its proximity and superb connectivity—just 45 minutes from Dubai International Airport. The Emirates’ safety further enhances its attractiveness to Asian travelers.”

Discussing outbound travel from the UAE, he explained that, “Outbound tourism is on the rise, with Japan leading among Asian destinations, especially during the Eid holiday. Europe remains favorable as well, with travelers exploring new places, such as Georgia and Armenia. Many are also traveling domestically to discover various attractions within the UAE.”

Tourism is a significant contributor, accounting for 12% of the UAE’s GDP. Phillips added, “Ras Al Khaimah is undergoing a remarkable transformation. We welcomed just under 1.3 million tourists last year, but our target for the end of the decade is 3.5 million. Hence, diversifying our markets is essential.”

He concluded by stating, “Our key source markets are performing well, including the UK, Germany, the CIS region, India, and now China, which is among our top 10. We are excited to welcome travelers from this important Asian nation. Through our campaigns highlighting accessibility and the beauty of our destination, we see promising potential.”