Fahd Hamidaddin is a key architect behind Saudi Arabia’s meteoric rise as a global tourism hub. As the CEO of the Saudi Tourism Authority (STA), he has played a pivotal role in branding, marketing, and developing the nation’s tourism sector to align with Vision 2030—an initiative aimed at diversifying Saudi Arabia’s economy beyond oil. Under his leadership, the Kingdom has seen record-breaking visitor numbers, game-changing collaborations with global travel brands, and an evolving tourism infrastructure designed to compete with the world’s top destinations.
But Hamidaddin’s journey to the forefront of Saudi tourism was shaped by more than just boardroom strategy. His deep-rooted values, influenced by his upbringing, personal experiences, and extensive career across different industries, have given him the vision and resilience to transform Saudi Arabia into a must-visit destination.
Early Life and Influences: Shaped by Hospitality
Fahd Hamidaddin’s upbringing played a crucial role in shaping his approach to leadership and tourism. Growing up in a household with nine siblings, he experienced first-hand the importance of hospitality, generosity, and inclusivity. His mother, in particular, was a guiding influence, instilling the values of care and openness. She embraced and raised three step-siblings alongside her own children, teaching Hamidaddin the significance of fostering an environment where everyone feels welcomed and valued.
This philosophy of hospitality has become a defining principle in his leadership of the Saudi tourism sector. He understands that tourism is not just about attractions and hotels—it is about people, culture, and the feeling of being embraced by a destination. This mindset has influenced how Saudi Arabia is marketed to the world: as a country rich in tradition, yet open to modern travelers seeking authentic experiences.
Professional Journey: A Career in Strategy and Growth
Strategic Leadership in Business and Marketing
Before leading Saudi Arabia’s tourism transformation, Hamidaddin built an impressive career in investment strategy, commercial development, and marketing. He worked in several high-profile positions, gaining expertise in brand building, economic growth, and market expansion.
His roles included:
- Chief of Investment, Strategy, and Tourism Marketing at the Saudi Ministry of Tourism: Here, he played a critical role in shaping Saudi Arabia’s long-term tourism vision and investment strategies.
- Chief Commercial Officer at King Abdullah Economic City (KAEC): This role gave him first-hand experience in large-scale infrastructure projects, urban planning, and commercial development—all crucial elements for tourism growth.
- Senior roles in economic and business councils: These experiences strengthened his understanding of international business relations, foreign investments, and the economic impact of tourism.
Through these experiences, Hamidaddin became a master at positioning brands for success—an essential skill he brought to his role at the Saudi Tourism Authority.
Transforming Saudi Tourism: CEO of the Saudi Tourism Authority
Overcoming the Challenges of a Global Pandemic
Appointed as CEO of the Saudi Tourism Authority in 2020, Hamidaddin took on the challenge of promoting Saudi Arabia as a global travel destination at a time when the world was dealing with the COVID-19 pandemic. While many tourism-dependent economies suffered setbacks, he turned the crisis into an opportunity.
Instead of waiting for international borders to reopen, he focused on strengthening domestic tourism and developing long-term strategies to position Saudi Arabia as a top travel destination post-pandemic. His leadership played a key role in ensuring that Saudi Arabia emerged stronger and ready to welcome global travelers.
Key Achievements Under His Leadership
1. Record-Breaking Tourism Growth
Saudi Arabia witnessed an unprecedented 93.5 million visits in 2022, a direct result of Hamidaddin’s efforts to enhance the country’s appeal to both local and international tourists.
2. Strengthening Global Connectivity
To make Saudi Arabia more accessible, Hamidaddin forged partnerships with major airlines. Deals with Wizz Air, Emirates, and Qatar Airways have helped improve flight connectivity between Saudi Arabia and major global cities.
3. Launching the “Visit Saudi” Brand
One of his most significant contributions has been the “Visit Saudi” initiative, a powerful global marketing campaign positioning Saudi Arabia as an exciting and diverse tourist destination. The campaign highlights:
- Cultural and historical sites like AlUla, Diriyah, and the UNESCO-listed Hegra.
- Modern attractions such as Riyadh Season and Jeddah’s Red Sea coastline.
- Unique desert adventures and eco-tourism experiences in The Empty Quarter and NEOM.
4. Creating Tourism Investment Opportunities
To attract foreign investments, he launched several Tourism Sector Accelerator Programs designed to encourage startups, innovators, and international investors to contribute to Saudi Arabia’s tourism industry.
Vision 2030: The Road to 150 Million Visitors
Looking ahead, Fahd Hamidaddin has set an ambitious target—bringing 150 million visitors to Saudi Arabia by 2030. This vision aligns with Crown Prince Mohammed bin Salman’s Vision 2030, which aims to:
- Diversify Saudi Arabia’s economy beyond oil.
- Create job opportunities through tourism.
- Position Saudi Arabia as a cultural, entertainment, and adventure tourism hub.
Key initiatives planned under Vision 2030 include:
- The Red Sea Project: A luxury tourism destination featuring over 90 pristine islands.
- NEOM: A futuristic city with unparalleled eco-tourism experiences.
- Diriyah Gate Project: A cultural heritage destination showcasing Saudi Arabia’s historical roots.
A Legacy of Leadership and Innovation
Fahd Hamidaddin’s leadership is about more than just numbers and revenue—it is about changing perceptions and creating a global destination rooted in authenticity and innovation. By leveraging his expertise in strategic marketing, investment, and tourism development, he has turned Saudi Arabia into a tourism powerhouse.
His visionary leadership continues to attract international travelers, investors, and businesses, all contributing to Saudi Arabia’s economic and cultural transformation. As the Kingdom moves toward its 2030 goals, Hamidaddin’s work will remain pivotal in shaping its future as a premier global travel destination.
Expanding Saudi Arabia’s Tourism Future
Fahd Hamidaddin’s work is far from over. While Saudi Arabia has already seen incredible progress in attracting global visitors, the next few years will be critical in achieving the ambitious Vision 2030 targets. His strategy includes not only increasing visitor numbers but also ensuring that tourism development is sustainable, inclusive, and economically impactful.
One key focus is digital transformation in tourism. Saudi Arabia is embracing AI-driven tourism experiences, smart city integrations in NEOM, and seamless digital visa applications to enhance convenience for travelers. The rise of eco-tourism is another major aspect of Saudi Arabia’s evolving tourism sector, with projects like the Red Sea Global Initiative focusing on sustainable luxury travel that preserves marine life and natural habitats.
Additionally, Hamidaddin continues to strengthen cultural tourism, ensuring that Saudi Arabia’s rich history is not overshadowed by modern attractions. From Riyadh Season’s entertainment spectacles to AlUla’s ancient wonders, he is creating a holistic tourism experience that balances heritage with innovation.As Saudi Arabia moves forward, Hamidaddin’s leadership will be instrumental in solidifying the Kingdom’s reputation as a premier destination—not just in the Middle East, but on the global stage. His ability to blend strategy, hospitality, and innovation makes him a true pioneer in modern tourism development.
