Shorouq Jameel Mufti: Championing Saudi Arabia’s Tourism and Marketing Transformation
Shorouq Jameel Mufti is a visionary leader in Saudi Arabia’s tourism and marketing sectors, driving cultural and digital innovation in line with Vision 2030.
Shorouq Jameel Mufti continues to lead and innovate in the fields of marketing communications (MARCOM), tourism, and cultural development, helping shape the future of Saudi Arabia’s burgeoning tourism sector. Her impact, driven by more than a decade of expertise, spans across government entities, local businesses, and multinational sectors, with a focus on aligning her work with the ambitious goals of Vision 2030.
From Business Foundations to Marketing Leadership
Shorouq’s educational background in Business Administration (BBA) with a specialization in Finance from the University of Business and Technology, along with certifications in Project Management (PMP), Risk Management (PMI-RMP), and Digital Branding, laid the groundwork for a career that blends business acumen with cutting-edge marketing strategies. Her ability to seamlessly integrate finance and creative innovation has been a cornerstone of her success across various industries.
New Ventures and Leadership Roles
In her current role, Shorouq has taken her passion for marketing to the next level by founding Sunrise Marketing Consultancy, where she serves as Founder and Destination MARCOM Consultant. Through this consultancy, she works closely with government entities and local businesses to elevate Saudi Arabia’s cultural and tourism profile. She continues to advise and consult on high-profile projects, using her expertise in PR, CSR strategies, digital engagement, influencer marketing, and business development to shape strategic initiatives across the Kingdom.
Shorouq’s role as a consultant for Destination KSA Magazine, combined with her involvement as a trainer for the Vibes Alula Accelerator, highlights her ongoing commitment to tourism development. As an advisor to over 20 local startups and Destination Management Companies (DMCs) across Jeddah, Riyadh, AlUla, Aseer, and AlMadinah, Shorouq continues to foster growth in the tourism and cultural sectors, ensuring that both established companies and emerging players are equipped to succeed in Saudi Arabia's rapidly changing landscape.
Previous Achievements and Pioneering Projects
Shorouq’s career has been defined by her entrepreneurial spirit and dedication to driving innovation in tourism and marketing. She is the Founder of “Sunrise Stories,” a tech-tourism startup that won the Misk Spark Tank and the Ministry of Tourism Bootcamp, demonstrating her ability to combine technology with tourism to create transformative experiences for travelers.
Her work also extends to strategic and high-impact initiatives, such as the PR launch of Aseer’s Tourism Identity for ASDA. This project marked a significant step in establishing the region as a leading tourism destination, both locally and regionally. Shorouq’s ability to craft compelling narratives that resonate across multiple platforms has been instrumental in positioning Aseer as a cultural gem within Saudi Arabia.
One of her key contributions includes the development of a MARCOM strategy for Jada Fund of Funds, a company under the Public Investment Fund (PIF), where she played a crucial role in shaping the organization’s communication and marketing framework. This high-level project reflects Shorouq’s expertise in aligning marketing strategies with the broader economic goals of Saudi Arabia’s Vision 2030.
A Visionary Approach to Tourism and Marketing
Shorouq’s work is particularly focused on tourism and culture, two key pillars of Vision 2030’s ambition to diversify the Kingdom’s economy and build a sustainable tourism industry. Her consultancy work enables her to collaborate with governmental entities, and her advice to local startups helps foster innovation and entrepreneurial growth in cities like AlUla, Jeddah, and Aseer, which are becoming focal points for tourism development.
As part of her consultancy and advisory work, Shorouq collaborates with clients to develop destination marketing strategies that emphasize digital transformation and community engagement. Her strategic insights are designed not only to promote Saudi Arabia as a world-class tourism destination but also to ensure that local businesses thrive in this new, globalized marketplace.
Driving Cultural Innovation and Empowering Entrepreneurs
Shorouq has long been a champion of cultural preservation and innovation, particularly through her leadership and advisory roles. Her involvement as a consultant for Jeddah Season and her contributions to Jeddah Historic District’s “Ehya’a Al-Amkina” Initiative showcase her commitment to merging cultural heritage with modern tourism strategies.
Beyond her role in large-scale projects, Shorouq is deeply invested in empowering the next generation of Saudi entrepreneurs. Her work as a trainer for the Vibes Alula Accelerator and her mentorship of over 20 startups highlight her dedication to fostering a culture of innovation and entrepreneurship within the Kingdom’s tourism sector. By providing guidance on marketing, branding, and business development, she ensures that these startups are well-positioned to thrive in a competitive global marketplace.
Looking to the Future
As Saudi Arabia continues to expand its cultural and tourism sectors, Shorouq Jameel Mufti’s visionary leadership and strategic insight are more critical than ever. Her ability to craft impactful marketing campaigns, nurture startups, and advise on high-profile governmental and private sector initiatives has established her as a key player in Saudi Arabia’s ongoing transformation.
Her work continues to advance the Kingdom’s standing on the global stage, while also promoting the richness of Saudi culture and heritage. As she drives forward with Sunrise Marketing Consultancy and other ventures, Shorouq remains a vital force in helping Saudi Arabia realize its ambitious goals for tourism, culture, and economic diversification.
Shorouq Jameel Mufti is not just a leader in tourism and marketing—she is a trailblazer helping to redefine Saudi Arabia’s image in the global marketplace. Her entrepreneurial ventures, advisory roles, and strategic marketing initiatives align with the country’s Vision 2030 goals, making her an indispensable figure in the nation’s transformation. As Saudi Arabia moves into its next phase of growth, Shorouq’s work will continue to leave a lasting impact on the Kingdom’s tourism and cultural landscape.
