About
Former VP with global experience in 4 continents, working across complex market portfolios
Specialist expertise across GCC tourism transformation initiatives, particularly Saudi Arabia
Known for translating strategic thinking into genuinely implementable actions
Strong experience managing cross-functional and multi-stakeholder environments
Proven track record of launching new DMOs and advising high-profile clients
Deeply committed to tourism as a driver of economic opportunity, job creation and female empowerment
I am a strategic tourism advisor specialising in destination development, market positioning, and growth strategy across the Middle East and international tourism markets. My work connects vision, stakeholder alignment, and, crucially, implementation. Having led delivery myself over many years, my recommendations are grounded in a practical understanding of exactly how destinations grow and are built around what actually works, driving commercial outcomes.
As VP, Strategy & Growth at MMGY Hills Balfour, I built and led the consultancy practice from the ground up, defining its strategic direction, shaping how the agency advised clients, and personally directing the highest-profile engagements across the portfolio.
I have extensive Middle East experience, launching high‑profile clients including Saudi Tourism Authority, Play Qiddiya City, and Red Sea Global, alongside globally recognised tourism boards such as Brand USA, Kenya Tourism Board, and PROMPERÚ, and international organisations like Destinations International. My work has material impact on the destination, increasing length of stay and spend, redistributing visitors, securing new audience segments, and driving money into local communities.
My career began in research and public diplomacy roles at Chatham House and the Embassy of Ethiopia, experience that continues to inform my approach to stakeholder engagement, policy awareness and strategic advisory work.
Ultimately, having directed trade strategy, representation, and destination events at a senior level, I understand how each pillar connects and where the gaps between strategy and delivery arise. I, therefore, focus on ensuring strategic recommendations are commercially and operationally deliverable, informed by my extensive experience of delivering on the ground for clients.
