Emma Campbell joins as Chief Marketing Officer and Maha Kassim appointed Senior Director, People & Culture
Emma Campbell and Maha Kassim join RAKTDA
Ras Al Khaimah: Ras Al Khaimah Tourism Development Authority (RAKTDA) has announced the appointments of Emma Campbell as Chief Marketing Officer and Maha Kassim as Senior Director, People & Culture, expanding its executive leadership team as the emirate works towards its target of welcoming 3.5 million visitors annually by 2030.
Emma Campbell appointed Chief Marketing Officer
As Chief Marketing Officer, Campbell will lead RAKTDA’s global marketing and communications strategy, overseeing destination branding, international campaigns and strategic communications to raise Ras Al Khaimah’s global profile.
Campbell brings more than 20 years of international experience across destination marketing, tourism and strategic communications. She joins from the Department of Culture and Tourism, Abu Dhabi, where she led destination marketing across 26 international markets and played a key role in strengthening the Experience Abu Dhabi brand through greater consistency in brand architecture and market activation. She also spearheaded major global campaigns with Chris Hemsworth and Elsa Pataky and led the launch of the Saadiyat Cultural District campaign.
Prior to this, Campbell 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.
Maha Kassim appointed Senior Director, People & Culture
As Senior Director, People & Culture, Kassim will lead RAKTDA’s people strategy, culture and transformation agenda, helping build a high-performing organisation that supports the Authority’s continued growth.
With more than 25 years of experience across the MENA region, Kassim is recognised for aligning people strategy with business priorities to deliver lasting change. Before joining RAKTDA, she held senior leadership roles at Aujan Coca-Cola, where she led enterprise-wide talent and transformation initiatives across multiple markets. Her career also includes leadership positions at AstraZeneca, Aramex International and PepsiCo, where she developed extensive expertise in organisational design, leadership development, talent management, culture transformation and HR digitisation.
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.”
Strengthening Ras Al Khaimah’s Tourism Ambitions
The appointments of Emma Campbell and Maha Kassim come at an important stage in Ras Al Khaimah’s tourism development. As the emirate works towards welcoming 3.5 million visitors annually by 2030, strengthening its marketing capabilities and organisational leadership will be essential to supporting sustainable growth and improving its position in the international travel market.
Ras Al Khaimah offers a diverse range of experiences, from the Hajar Mountains and outdoor adventures to coastal resorts, luxury hospitality and cultural attractions. A stronger global marketing strategy can help communicate this variety to international audiences, attract new visitor segments and encourage travellers to consider the emirate for longer stays and repeat visits. Consistent destination branding and targeted campaigns can also help distinguish Ras Al Khaimah from other destinations across the UAE and the wider Middle East.
Alongside destination promotion, investing in people and organisational culture is important as the tourism sector expands. Kassim’s experience in talent development, transformation and leadership can support RAKTDA in building the capabilities required to deliver its strategic priorities. A strong workplace culture can help attract skilled professionals, encourage collaboration and ensure teams are equipped to respond to changing visitor expectations.
Together, the appointments reflect RAKTDA’s focus on developing both its external destination presence and internal organisational strength. By combining international marketing expertise with strategic people leadership, the Authority aims to support its long-term tourism objectives while contributing to Ras Al Khaimah’s wider economic diversification and growing reputation as a destination for leisure, adventure and hospitality.
Related Reading : Ras Al Khaimah Achieves Record Tourism with 1.35M Overnight Visitors in 2025
Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
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