Fahd Hamidaddin: Architect of Saudi Arabia's Tourism Renaissance

Saudi Arabia's transformation under Vision 2030 has been nothing short of extraordinary. Among its most vibrant sectors is Tourism, an industry now positioned as a pillar of the Kingdom's diversified economy. At the helm of this metamorphosis is Fahd Hamidaddin, the founding CEO and board member of the Saudi Tourism Authority (STA), whose strategic clarity, global insight, and innovative execution are turning "Saudi Welcome to Arabia" into a globally recognized invitation.

For young consultants seeking inspiration, Hamidaddin's journey is a masterclass in impact leadership, ecosystem building, and mission-driven branding. What makes his path even more unique is the combination of deep cultural grounding, humility rooted in family values, and a passion for inclusion that transcends statistics.

Early Life and Education

Fahd Hamidaddin's rise began at King Fahd University of Petroleum & Minerals, where he earned a Bachelor of Science in Industrial Management. His education emphasized analytical thinking and operational strategy essential tools in the consultant's toolkit.

With early leadership roles at Procter & Gamble, SAGIA, and Emaar Economic City, Hamidaddin learned to navigate high-stakes corporate landscapes, manage multi-stakeholder environments, and deliver under pressure. These experiences taught him how to align commercial objectives with national narratives, a skill that consultants across sectors can emulate.

Leadership Role in Tourism Development

As CEO of the Saudi Tourism Authority since 2020, Hamidaddin has redefined what it means to launch a national brand. With "Saudi Welcome to Arabia," he didn't just sell a destination, he sold a vision of identity, warmth, and untapped potential. In 2023, under his leadership, Saudi surpassed its Vision 2030 tourism target of 100 million visitors, six years ahead of schedule. This success has led to a bold new goal: 150 million annual visitors by 2030.

He scaled operations by building agile cross-border partnerships. At the Arabian Travel Market (ATM) 2025, STA signed 14 MoUs with global hotel groups like Accor, IHG, Radisson, and Booking.com, while facilitating 52 additional partnerships across the tourism ecosystem.

"Hypergrowth doesn't happen by chance. It happens when partnerships unlock the power of shared insight, focus, and execution." – Fahd Hamidaddin

Transforming Tourism Through Ecosystem Collaboration

Fahd Hamidaddin’s “Colour Your Summer 2025” campaign demonstrates how strategic collaboration can elevate national tourism into a transformative force. Instead of relying on traditional promotion, Hamidaddin engineered an ecosystem involving over 120 partners from airlines and hospitality giants to tech innovators and tour operators, ensuring every touchpoint of the visitor journey was aligned. The result was a harmonized effort that launched more than 600 tourism products and 250 tailored offers, each designed not just to attract, but to deliver seamless, high-quality experiences.

This integrative approach reflects a deeper philosophy: brand-building is not a department, but a networked endeavour. By matching demand generation with infrastructure readiness and cultural authenticity, Hamidaddin turned marketing into a nationwide movement. Young consultants can take note not just of the scale or KPIs, but of the precision with which emotion, access, and delivery were woven together. It’s a model where vision meets execution and where every partner becomes a co-author in Saudi Arabia’s evolving tourism story.

Culture-Led Growth and Inclusive Opportunity

Hamidaddin understands that tourism is more than foot traffic; it's cultural diplomacy. By elevating Saudi heritage, he has fostered pride at home and curiosity abroad - a branding lesson that extends beyond sectors. He draws deeply from personal values. Influenced by his mother Hafawah, he promotes the principles of generosity, authenticity, and a welcoming spirit. These human qualities have become cornerstones of Saudi Arabia’s tourism identity.

His work has positioned tourism as a high-impact career path, creating thousands of jobs for Saudi youth and women. STA boasts around 43% female staff, with a growing share in leadership roles. Tourism now serves as a key engine for inclusion, upskilling, and upward mobility. Consultants focused on talent and workforce transformation can take note of how one sector's growth can ripple through a nation's human capital strategy.

"You don't need to be a graduate of an Ivy League to make it and become a leader at the world level." - Fahd Hamidaddin

Scientific Innovation and National Impact

In 2019, as a senior leader at the Ministry of Tourism, Hamidaddin led the launch of Saudi’s eVisa system, breaking historic barriers. Later, he introduced the Nusuk platform to simplify the travel journey digitally. Both initiatives reflect the consulting principle of user-centric design and seamless experience delivery. He also signed strategic agreements that have helped drive digital connectivity and accessibility, expanding Saudi’s tourism offerings from a service into an ecosystem.

By 2024, Saudi welcomed over 116 million visitors, including 30 million international tourists. That's a 9% year-over-year increase in global visitation. The pace of growth is accelerating, a direct reflection of STA's precision marketing, infrastructure expansion, and brand positioning.

"What makes this success even more remarkable is that it is driven largely by word of mouth. Travelers who visit Saudi Arabia are captivated by the experiences and share them, encouraging others to explore the country." - Fahd Hamidaddin

Recognition and Legacy

Fahd Hamidaddin has been recognized in Forbes Middle East's "Top 100 Travel & Tourism Leaders 2025" and serves on the boards of SAUDIA, Cruise Saudi, Qiddiya Investment Company, King Saud University, and the Tourism Development Council. These roles show how consultants can evolve into systemic leaders, leveraging influence across sectors to achieve national transformation.

His principle of "soul segmentation" over demographic targeting reminds consultants to look beyond metrics and into motivation. Strategy must resonate, not just perform. He also emphasizes that rapid growth must never come at the cost of cultural erosion a guiding value in today's purpose-driven business landscape.

A Vision 2030 Trailblazer

Fahd Hamidaddin’s journey demonstrates how clarity of purpose, disciplined execution, and cultural authenticity can unlock a new economic frontier. By shaping a brand with a soul and an ecosystem built to scale, he is helping position tourism as a lasting engine of diversification, opportunity, and pride.

For young consultants, the takeaway is timeless: build with empathy, measure what matters, and let national purpose guide your craft. Fahd represents a blueprint of what strategic leadership can achieve when fused with national purpose. His journey is a call to action: to think big, execute smart, and always link personal ambition to societal progress. As Saudi Arabia continues its unprecedented transformation, Hamidaddin’s leadership proves that when bold vision meets inclusive action, nations don’t just grow, they inspire.

Discover more inspiring stories at Saudi Wins, where Vision 2030 comes to life.