Saudi Arabia has appointed Aqeel Al‑Shibani as Chief Executive Officer of the Saudi Tourism Authority, placing a senior strategist with extensive experience in tourism, government transformation and international consultancy at the head of the organisation responsible for promoting the Kingdom worldwide.
The appointment, effective from 1 September 2026, was announced by the Authority’s Board of Directors and subsequently confirmed by Saudi Minister of Tourism Ahmed Al Khateeb.
Al‑Shibani succeeds Abdullah Al Hagbani, who had led the Authority on an interim basis following the departure of founding CEO Fahd Hamidaddin on 1 July.
His arrival completes an important transition at the top of the Saudi Tourism Authority while also offering an indication of the type of leadership required for the next stage of the Kingdom’s tourism development.
Saudi Arabia has already succeeded in opening itself to international leisure tourism, creating global awareness and exceeding its original visitor target years ahead of schedule. The challenge facing its new tourism chief will be to convert that extraordinary momentum into sustainable growth, stronger international partnerships and consistently high-quality visitor experiences.
Minister welcomes the appointment
In confirming the appointment, Ahmed Al Khateeb described Al‑Shibani as a highly qualified Saudi executive who had accumulated extensive experience in consultancy, strategic management and marketing.
The Minister highlighted Al‑Shibani’s master’s degree from the University of Bradford School of Management, his experience with leading organisations including McKinsey & Company and the Mohammed bin Salman Foundation—better known as Misk—and his previous position as Deputy Minister of Tourism for Strategic Planning and Follow-up.
“Congratulations to Ageel Alshaibani on his appointment as CEO of the Saudi Tourism Authority,” Al Khateeb wrote in an English-language statement.
“Ageel brings deep sector knowledge and board experience across several key institutions and a commitment to strengthening partnerships globally. He will drive the next chapter of growth as Saudi continues to rise as a leading global destination.”
The emphasis upon global partnerships is particularly significant. The Saudi Tourism Authority’s success increasingly depends upon its relationships with international airlines, hotel groups, tour operators, travel advisers, destination-management companies, technology platforms and tourism institutions.
Completing the leadership transition
Al‑Shibani’s appointment follows a carefully managed two-month transition at the head of the Authority.
On 1 July 2026, Fahd Hamidaddin officially stepped down as Chief Executive Officer of the Saudi Tourism Authority, bringing to a close a remarkable seven-year tenure during which he helped transform Saudi Arabia into one of the world’s fastest-growing tourism destinations.
Hamidaddin was succeeded on an interim basis by Abdullah Al Hagbani, the Authority’s Chief Partnerships and Executive Affairs Officer, while its Board considered a permanent appointment.
Having been closely involved in the organisation’s development and international relationships, Al Hagbani provided continuity during the intervening period and an important bridge between the Authority’s founding era and the arrival of its new permanent chief executive.
As SA-FE reported when Hamidaddin announced his departure, the former CEO became one of the most recognisable faces of Saudi tourism.
Under his leadership, the Saudi Tourism Authority developed the Visit Saudi brand, created international trade partnerships and promoted a destination that had remained largely inaccessible to overseas leisure travellers until 2019.
Hamidaddin’s departure marked the end of the first chapter of Saudi Arabia’s modern tourism story. Al‑Shibani’s arrival begins the second.
Who is Aqeel Al‑Shibani?
Al‑Shibani brings direct experience of the policies and institutions that have driven Saudi Arabia’s tourism transformation.
As Deputy Minister of Tourism for Strategic Planning and Follow-up, he contributed to the development and implementation of the National Tourism Strategy. He was also involved in strategic initiatives and programmes designed to expand the tourism sector and achieve the Kingdom’s national objectives.
This gives the new CEO an intimate knowledge of how Saudi tourism policy is conceived, coordinated and measured.
His background extends well beyond tourism. Before joining the Ministry, he served as Head of Strategy at the Misk Foundation and worked as a partner at McKinsey & Company.
He also held senior advisory responsibilities within the healthcare sector, including work as an adviser to the Minister of Health and oversight of strategic partnerships.
This combination of consultancy, government strategy, healthcare transformation and tourism gives Al‑Shibani experience in managing complex programmes involving numerous public and private stakeholders.
That experience will be essential at the Saudi Tourism Authority.
Tourism in the Kingdom is not being developed by one institution in isolation. It requires constant coordination between destinations, ministries, airlines, airports, investors, hotel companies, cultural organisations, entertainment bodies, technology providers and local communities.
The Authority’s role is not simply to advertise Saudi Arabia. It must help bring these different components together and translate them into a destination that international visitors can understand, access and book.
Experience across tourism, entertainment and aviation
Al‑Shibani also has significant board and governance experience across institutions connected with tourism and the visitor economy.
According to the Saudi Tourism Authority’s announcement, he has held board or committee responsibilities involving Matarat Holding, the General Entertainment Authority, Tuwaiq Steel, the Saudi Swimming Federation and organisations connected with the Saudi Olympic and Paralympic movement.
Matarat Holding oversees the operation and development of Saudi Arabia’s airports, making aviation and air connectivity a particularly relevant part of this experience.
The General Entertainment Authority has meanwhile played a major role in expanding the Kingdom’s leisure and events offering, including festivals, concerts, cultural programmes and internationally recognised entertainment events.
Al‑Shibani’s involvement across these different sectors places him at the intersection of tourism, aviation, entertainment, sport and quality of life—all vital parts of Saudi Arabia’s emerging visitor economy.
Delivering the Quality of Life agenda
One of the most relevant elements of Al‑Shibani’s career has been his contribution to the Quality of Life Program, one of the principal programmes created to deliver Saudi Vision 2030.
The initiative seeks to make Saudi cities more attractive places in which to live, work and visit through the development of culture, sport, entertainment, public spaces and leisure activities.
Al‑Shibani contributed to national projects developed during the programme’s initial implementation and worked with specialist teams from different government organisations to activate cultural and entertainment facilities, improve quality of life and strengthen the Kingdom’s capacity to host major international events.
This experience corresponds closely with the increasingly broad responsibilities of a modern national tourism authority.
Successful destinations are no longer promoted through hotels and scenery alone. Their appeal is shaped by culture, gastronomy, festivals, heritage, sport, transportation, entertainment and the quality of everyday public spaces.
This will become even more important as Saudi Arabia prepares to host major events including Expo 2030 in Riyadh and the 2034 FIFA World Cup.
The Saudi Tourism Authority’s Vision 2030 overview states that 15 Saudi cities will participate in hosting the World Cup, supported by more than 230,000 hotel rooms.
Tourism reaches a new scale
Al‑Shibani takes over an industry whose scale has already exceeded the expectations established when Saudi Arabia opened to international leisure tourism in 2019.
The Kingdom originally aimed to attract 100 million domestic and international tourism visits annually by 2030. That target was achieved seven years ahead of schedule, prompting the government to raise its ambition to 150 million visits annually by the end of the decade.
According to the Ministry of Economy and Planning’s DataSaudi tourism indicators, Saudi Arabia recorded approximately 123 million domestic and international tourism visits in 2025.
These comprised 93.3 million domestic visits and 29.3 million arrivals from overseas.
Religious travel remained the largest component of inbound tourism, representing 48.3 per cent of international arrivals. Leisure travel accounted for 24.1 per cent, while visits to friends and relatives represented a further 14.9 per cent.
The figures demonstrate the continuing importance of the Kingdom’s established religious tourism market, while also illustrating the rapid emergence of leisure travel as a substantial international segment.
The Saudi Tourism Authority reports that the Kingdom led the G20 in international tourism growth, with arrivals increasing by 69 per cent compared with 2019. It also states that Saudi Arabia ranked first globally for tourism-revenue growth in 2024.
DataSaudi estimates that tourism’s direct contribution reached 4.9 per cent of Saudi GDP in 2024, while direct tourism employment represented approximately 5.5 per cent of total employment.
These are no longer the results of an experimental or emerging industry. Tourism has become a major component of Saudi Arabia’s economic diversification.
From international awareness to conversion
The first phase of Saudi Arabia’s tourism transformation was largely about visibility.
The Kingdom had to explain that it was open, introduce previously unfamiliar destinations and convince the international tourism industry that it intended to become a serious long-term player.
That work produced extraordinary results. Destinations including AlUla, the Red Sea, Diriyah, Riyadh, Jeddah and Aseer have gained increasing international recognition, while global hospitality brands have committed to an unprecedented pipeline of hotels and resorts.
The next phase will require a greater focus on converting awareness into bookings.
International travellers and travel professionals must be able to understand the different destinations, combine them into practical itineraries and access reliable information about flights, accommodation, transport and experiences.
This requires more than marketing. It calls for product development, distribution, professional training, technology and close cooperation with the global travel trade.
Al‑Shibani’s experience in strategy and partnerships suggests that these areas are likely to feature prominently during his leadership.
Challenges accompanying rapid growth
Saudi tourism’s impressive expansion also brings considerable challenges.
Visitor experiences must develop at the same speed as hotel capacity and international promotion. New properties and destinations need skilled employees, dependable transportation, knowledgeable guides and consistently high standards of service.
Geographical distribution will be another priority.
Riyadh, Jeddah, Makkah, Madinah and AlUla have already achieved substantial visibility, but the Kingdom’s tourism ambitions extend much further. The challenge will be to encourage visitors to explore the country’s different regions, from the mountains and heritage villages of Aseer to emerging destinations along the Red Sea and the landscapes of the north.
Increasing visitor numbers alone will not be enough. Success will also be measured through length of stay, expenditure, regional distribution, repeat visitation and the contribution tourism makes to local employment and communities.
The Authority must simultaneously ensure that rapid expansion protects cultural authenticity and environmental resources—two of the qualities upon which Saudi Arabia’s long-term international appeal will depend.
What the appointment means for international partners
For international tourism partners, Al‑Shibani’s appointment points towards continuity in Saudi Arabia’s overall ambitions combined with a renewed focus on coordination and delivery.
The Minister’s specific reference to strengthening global partnerships will be welcomed by the travel industry.
Airlines, hotel companies, tour operators, luxury travel advisers and technology businesses will be watching how the Authority develops its commercial relationships, brings emerging destinations into international distribution and evolves the Visit Saudi brand.
The luxury market will be especially important.
New hotels and resorts in AlUla, Diriyah, the Red Sea and AMAALA are bringing many of the world’s leading hospitality brands into the Kingdom. Their success will depend not only upon their individual quality, but also upon air connectivity, ground services, destination experiences and the confidence of international travel professionals selling Saudi Arabia to demanding clients.
The appointment of an executive with experience in strategic management, marketing, aviation-related governance and government coordination could prove particularly valuable in bringing these different elements together.
Saudi tourism’s second chapter
In responding to his appointment, Al‑Shibani thanked the Board of the Saudi Tourism Authority for its confidence and said he looked forward to strengthening the Kingdom’s position as a global destination and supporting the continued growth of tourism in cooperation with the Authority’s partners.
That reference to cooperation may ultimately define the next phase of Saudi tourism.
Fahd Hamidaddin helped open the country to the world and establish Saudi Arabia as a credible international destination. Abdullah Al Hagbani subsequently maintained continuity during an important leadership transition.
Aqeel Al‑Shibani now inherits an organisation with an established international brand, a worldwide network of partners and ambitious targets still to achieve.
The foundations have been built and global awareness has risen dramatically. The challenge is now to ensure that Saudi Arabia’s many investments, destinations and experiences operate as a coherent, accessible and consistently high-quality tourism proposition.
Al‑Shibani’s appointment suggests that the next chapter will be driven as much by strategy, partnership and execution as the first was by ambition.
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