Red Sea Global

Challenge: Launching Red Sea Global as an ultra‑luxury destination in the UK required establishing credibility and desirability within a highly discerning market. Key challenges included shifting perceptions of Saudi Arabia beyond a narrow desert‑focused image to showcase its exceptional coastline, sustaining trade engagement during product delays, and achieving clear differentiation amid multiple emerging luxury projects across the Kingdom.

Role: As the lead for UK Trade and Trade Communications, I developed the market‑entry strategy to position Red Sea Global as a premier luxury destination. This included trade communications, training, product development, fam trips, associations, and events, all highly curated to reach the ultra-high-net-worth individual. Alongside this, I maintained momentum during product delays through proactive communication, expectation management, and continuous advisor engagement.

Outcome: The strategy successfully embedded Red Sea Global within the competitive UK luxury travel landscape, with successful agent training and product development resulting in strong trade readiness and long waitlists of highly sought-after travel advisors keen to visit on the first trade fam trips. The result was a clearly defined visitor profile, strengthened brand positioning within the ultra‑luxury segment, and a credible platform for sustainable, high‑value tourism growth as the destination continues to scale.