Change of leadership for Saudi tourism

Saudi Arabia is preparing to turn a historic page in its tourism industry with the announced departure of Fahd Hamidaddin, the leading figure and Director General of the Saudi Arabian Tourism Authority (STA).

After seven years of an exceptional tenure during which he established himself as one of the principal architects of the Kingdom’s opening to international leisure tourism, the executive will officially hand over his position on July 1, 2026, to Abdullah Al Hagbani, who will serve as interim director until a permanent successor is appointed.

Fahd Hamidaddin’s record is colossal: as the founding CEO of STA, he orchestrated major global marketing campaigns, forged strategic multi-sector alliances—from aviation to tech and hospitality—and propelled the « Visit Saudi » brand to the heart of the Vision 2030 economic diversification strategy.

Having become the face of Saudi transformation to foreign investors, media, and governments, his leadership enabled the country to shatter its initial target of 100 million annual visitors several years ahead of schedule, forcing Riyadh’s authorities to raise their ambitions for the goal is now to reach 150 million tourists by the end of the decade.
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