Saudi Tourism Authority

Challenge: Saudi Arabia opened to international leisure tourism only in 2019 and had recently launched its first domestic tourism board. To build credibility in global markets, it required international agency support to establish best‑practice processes and structures, shift perceptions of the destination, and stimulate visitor demand.

Role: As Country Manager for the UK & Ireland, I developed and led the market‑entry strategy across trade communications, training, product development, fam trips, associations, and events, with a focus on adventure, culture, sports, and Umrah+. I also introduced new processes and provided detailed feedback on product and supplier readiness, identifying gaps and opportunities to accelerate growth.

Outcome: The number of UK and Irish tour operators selling Saudi Arabia increased from fewer than 30 in 2022 to more than 200. Arrivals continue to grow year on year, and the SOPs I developed are now used across the international team in all markets.