As the world recently celebrated World Tourism Day (September 27th), the spotlight shone brightly on Princess Haifa bint Mohammed Al Saud, a key architect of Saudi Arabia’s transformative tourism sector. Serving as the Deputy Minister of Tourism since 2022, Princess Haifa’s strategic vision has been instrumental in positioning tourism as a core driver of Saudi Vision 2030.

Her leadership has translated into tangible, impactful results, most notably in doubling the number of tourists visiting the Kingdom. Her work is directly credited with helping Saudi Arabia surpass its Vision 2030 target of 100 million annual visitors two years ahead of schedule, with the Kingdom welcoming 116 million visitors in 2024 (Source: Travel And Tour World, September 2025).

Beyond the numbers, Princess Haifa has been a champion for advancing Women in the Sector. She has been a strong force behind initiatives that have seen the percentage of women employed in the Saudi tourism sector reach an impressive 45% (Source: Saudi Press Agency (SPA), February 2024).

Princess Haifa’s journey is one of impactful progression. She leveraged her foundational experience in the financial sector before transitioning to the General Sports Authority, where she passionately advocated for and supported women’s sports. Today, she continues to be a powerful and influential voice, driving digital transformation, sustainability advocacy, and investment within the tourism landscape.

Her remarkable achievements stand as an inspiring message on this global day of celebration: Saudi women are leading partners in shaping not only the nation’s future but also the trajectory of global tourism, demonstrating extraordinary capability and vision.