Ras Al Khaimah to tokenise tourism

Groundbreaking partnership will reward tech-savvy travellers with tokenised Web3 experiences, exclusive perks and next-generation loyalty for the digital age
Ras Al Khaimah, UAE – Ras Al Khaimah Tourism Development Authority (RAKTDA) today signed a Memorandum of Understanding (MOU) with Open World, a Web3 technology innovator, to explore new possibilities in tourism through blockchain-powered travel rewards.
Unveiled at the Arabian Travel Market 2025, a fitting stage for an initiative that places Ras Al Khaimah at the forefront of tourism innovation, the agreement aims to introduce a rewards system using tokenisation – a digital approach that could offer travellers new ways to engage with and enjoy the destination.
Through this collaboration, RAKTDA and Open World will explore how blockchain-based rewards can be integrated into the tourism ecosystem through:
Curated tourism experiences
Personalised offers and access to exclusive events
Digital reward tokens on tourism spend
Secure transactions within the Ras Al Khaimah tourism ecosystem
Unlocking a new segment
With a global shift toward digital-first travel preferences, particularly among younger, tech-savvy demographics, RAKTDA's move taps into a lucrative and largely untapped market. The project will investigate new ways of inspiring travel decisions and building loyalty in key source markets including North America, the UK, Europe, Asia and the Middle East.
From beaches to blockchain – a destination of the future
Ras Al Khaimah is uniquely positioned to deliver this next-generation travel experience. Known as the Nature Emirate, it boasts a landscape of contrasting terrains – from deserts and beaches to mountains and mangroves – as well as luxury resorts, culture and heritage sites and adrenalin-filled attractions such as the world's longest zipline, Jais Flight.
With this reward programme the emirate becomes a digital playground too, offering TECH-savvy travellers more than just a holiday – but a way to earn, explore and experience.
The initiative also reflects RAKTDA's agile, collaborative tourism ecosystem – uniting public and private sector players to drive innovation and visitation. Through flexible partnerships with hotels, airlines, and attractions providers, the programme will support creative revenue management, stimulate off-peak travel, and unlock value across the tourism supply chain.
Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, commented:
"This is a bold leap into the future of travel. As the first destination to develop a tokenised rewards programme of this kind, we are not only drawing a new mega-audience to Ras Al Khaimah but also reinforcing our position as a destination of the future – one that embraces innovation, inclusivity and immersive travel. Ras Al Khaimah is ready to welcome the next generation of explorers."
Matt Shaw, CEO of Open World, added: "We are thrilled to bring our Web3 expertise and global network to this game-changing partnership with RAKTDA. By tokenising travel, we can create more rewarding and interactive experiences that will resonate with millions worldwide. Ras Al Khaimah is setting a new benchmark for what tourism can be in the digital age."
For updates on Ras Al Khaimah's tourism initiatives, visit www.visitrasalkhaimah.com
About Ras Al Khaimah Tourism Development Authority (RAKTDA)
The Ras Al Khaimah Tourism Development Authority (RAKTDA) was established in May 2011 under the government of Ras Al Khaimah. RAKTDA aims to develop the Emirate's tourism infrastructure and establish Ras Al Khaimah as a world-class destination for leisure and business travel, creating sustainable investment opportunities and enhancing the quality of life for its residents. In order to achieve its goals, the Authority has a government mandate to license, regulate and monitor the Emirate's tourism and hospitality industry.
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Zawya

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• Zawya

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Arabian Business

28-05-2025

• Arabian Business

Raki Phillips

As CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA), Raki Phillips is responsible for the continued growth of the Emirate as a world-class tourism destination. This includes collaborating with key partners, regulating standards within the sector, developing the Emirate's tourism infrastructure and creating sustainable investment opportunities. In addition to improving the competitive performance of the tourism sector, Phillips is also tasked with the economic and social prosperity of Ras Al Khaimah while enhancing the quality of life for all its residents. Phillips is an award-winning hospitality veteran and a serial entrepreneur with over 20 years of experience working with some of the world's most renowned brands including Ritz-Carlton Hotels, Fairmont Raffles Hotels International (FRHI) and Universal Studios Orlando. He has always taken pride in what he has done from an early start, ever since he was a sandwich artist at Subway in the US earning his way through college to opening concepts such as JamDubai, District Lounge and Sugarmoo – a game-changing online dessert concept that was the first of its kind. Phillips has a colourful background, as an American national with Lebanese and Argentinian roots. As a fluent Arabic speaker he has a great understanding of the region having worked in the Middle East since 2005 and was recognized by Hotelier Middle East as one of the 'Top 20 Most Powerful Arab Hoteliers'. His previous role as Senior Partner and Senior Vice President of Development with International Hospitality Consulting Group (INHOCO), saw him develop hotel project pipelines exceeding $5 billion in assets and negotiating multimillion-dollar hotel deals for global luxury brands in over 25 markets worldwide. Phillips is a member of the Executive Board of RAK Airport and the Pacific Asia Travel Association. He holds a Bachelor of Science in Business Administration from the University of Central Florida, and a MBA in Organizational Management from the University of Phoenix in Orlando.