Ras Al Khaimah Tourism Development Authority (RAKTDA) has strengthened its executive leadership team with the appointments of Maha Kassim as Senior Director, People & Culture and Emma Campbell as Chief Marketing Officer, as the emirate steps up efforts to attract 3.5 million visitors annually by 2030.
The appointments are aimed at strengthening RAKTDA’s people strategy, organisational transformation, destination marketing and global communications as Ras Al Khaimah continues to position itself as a leading international tourism destination.
Kassim will oversee RAKTDA’s people strategy, culture and transformation agenda, with a focus on building a high-performing organisation to support the Authority’s growth.
She brings more than 25 years of experience across the MENA region, with expertise spanning organisational design, leadership development, talent management, culture transformation and HR digitisation. Before joining RAKTDA, Kassim held senior leadership roles at Aujan Coca-Cola, where she led talent and transformation initiatives across multiple markets. She has also held leadership positions at AstraZeneca, Aramex International and PepsiCo.
Campbell, meanwhile, will lead RAKTDA’s global marketing and communications strategy, including destination branding, international campaigns and strategic communications designed to raise Ras Al Khaimah’s profile in global tourism markets.
She joins RAKTDA from the Department of Culture and Tourism – Abu Dhabi, where she led destination marketing across 26 international markets.
Campbell previously served as Chief Marketing Officer at Tourism Fiji, where she led the award-winning Open for Happiness campaign and the destination’s brand and digital transformation following the pandemic. Her earlier career includes senior leadership roles at Museums Victoria, Hallmark Cards Australasia and VisitScotland.
Commenting on the appointments, Phillipa Harrison, CEO of Ras Al Khaimah Tourism Development Authority, said, “As Ras Al Khaimah continues to grow as a global tourism destination, attracting exceptional talent is critical to delivering our long-term vision.”
“Emma and Maha each bring outstanding international experience, fresh perspectives and proven leadership that will strengthen both our destination brand and our organisation as we continue shaping the future of tourism in the emirate,” Harrison added.
The appointments come as RAKTDA continues to expand its organisational capabilities and strengthen its destination proposition, with the Authority targeting 3.5 million annual visitors by 2030.