Saudi Women at the front roles in hospitality industry

Saudi Women at the leading roles in major tourism projects 

At the heart of Saudi Arabia’s most ambitious tourism projects are two trailblazing women reshaping how the Kingdom presents itself to the world.

Mona Siraj, Senior Director of Public Relations, and Reema Almokhtar, Senior Director of Tourism Communications and Industry Partnerships at Red Sea Global (RSG), are leading the communications strategies for mega-developments like The Red Sea and AMAALA.

Once roles filled largely by international executives, these senior positions now reflect a national shift—Saudi women are stepping into the spotlight, offering not only professional expertise but deep cultural insight and authenticity.

 

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From newsrooms to national platforms

Both Siraj and Almokhtar began their careers in journalism—spaces where female voices were once scarce.

“Being the only woman in the newsroom taught me how to lead without losing myself,” recalls Siraj. “Journalism grounded me in storytelling that is strong yet human.”

Almokhtar echoes the sentiment, noting that her early career sharpened her authenticity and resilience:

“Walking into rooms where conversations paused simply because I was unfamiliar made me realise the power of presence—and how important it is to use your voice with purpose.”

 

A new voice for giga-projects

Saudi Arabia’s giga-projects were once communicated primarily through external perspectives. That’s changing.

“We don’t need to outsource our voice anymore,” says Siraj. “Saudi talent brings both global understanding and cultural depth. It’s time we shape our own narrative.”

Almokhtar links this change to Vision 2030, which calls for a new generation of local leaders:

“Vision 2030 hasn’t just opened doors—it’s demanded that Saudi talent rise. This includes women, who now help lead the Kingdom’s most ambitious tourism efforts.”

 

Balancing global luxury with Saudi soul

For Siraj and Almokhtar, luxury storytelling isn’t just about aesthetics—it’s about meaning.

“With The Red Sea, we begin with the place—its untouched reefs, its natural beauty—and connect that to a global luxury mindset,” says Siraj.

“At AMAALA,” adds Almokhtar, “we draw on centuries-old traditions of wellness, grounding them in Saudi values. Today, luxury is about connection and intention.”

Their campaigns reflect this balance. One example: “We’ve Saved a Place for You”, which translated a deeply Saudi concept of hospitality into a global message about belonging.

“It’s not just about a seat at the table,” says Almokhtar. “It’s about welcoming people with meaning. That’s what resonates.”

 

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Saudi women shaping the guest experience

Siraj and Almokhtar emphasise that Saudi women bring an emotional and cultural fluency essential to hospitality.

“From childhood, we’re immersed in traditions of generosity,” Siraj explains. “That shows up in how we tell stories and build experiences.”

But it’s not just about Saudi perspectives—collaboration with expat women is also key.

“Together, we blend global standards with local soul,” says Almokhtar. “That dual lens makes our communications globally resonant yet deeply authentic.”

 

Turning vision into reality

As The Red Sea welcomes its first guests and AMAALA nears launch, the role of communications is shifting.

“We’re no longer talking about what’s coming—we’re showing what’s here,” says Siraj. “We’re hosting journalists, influencers, and leaders to experience the destination first-hand.”

Almokhtar adds: “We’ve opened five resorts at The Red Sea, with more on the way. At AMAALA, our ‘Awaken Life’s Rhythm’ campaign introduces a new kind of wellness rooted in our land.”

 

Correcting misconceptions with immersion

Both leaders acknowledge that global perceptions of Saudi Arabia still lag behind its progress.

“We don’t correct from a distance,” says Almokhtar. “We invite people in, offer transparency, and let them experience the real Saudi Arabia.”

Siraj agrees: “Nothing changes minds like walking the land, meeting the people, and feeling the culture. It turns headlines into human stories.”

 

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Creating the future—and lifting others

While opportunities have grown, barriers remain—particularly around visibility and support systems.

“We need more platforms for Saudi women to be seen, heard, and promoted,” says Siraj. “There’s immense talent that still goes unnoticed.”

“Progress is outpacing policy,” adds Almokhtar. “We need real infrastructure—mentorships, leadership tracks, and systems that support growth without sacrificing cultural identity.”

Both leaders see mentorship as essential.

“I carve out time to mentor younger women,” says Almokhtar. “It’s a privilege to help others navigate what’s still a rapidly changing industry.”

“Female success should be the norm, not the exception,” Siraj adds. “I make it a point to amplify women’s voices in every room I enter.”

 

Their message to the next generation

Siraj and Almokhtar have a clear message for young Saudi women: Be bold, be prepared, and lead with purpose.

“Don’t wait for permission,” says Siraj. “Your perspective is not just valid—it’s needed.”

“Challenge convention,” Almokhtar adds. “And when you get your seat at the table, make room for others.”

Together, these women represent more than personal achievement—they embody the growing confidence of a nation, with Saudi women at the forefront of defining how the Kingdom is experienced, communicated, and remembered by the world.

 Source: Hotelier Middle East