ABOUT SAFE
About SAFE
Saudi Arabia for Elites:
Tailored journeys... and insider access
This site, the only independent one of its kind solely dedicated to the Kingdom of Saudi Arabia, is designed as a working tool for travel advisors specialising in true luxury, possessing an intimate understanding of their clients and their unique way of experiencing travel, to tailor the journey to their distinctive style.
Simultaneously, it’s also the place where affluent travellers and their assistants can find the right contacts with travel advisors specialising in Saudi Arabia.
To this end, www.sa-fe.org offers highly structured sections that allow for the total personalisation of a trip to the Kingdom of Saudi Arabia. To begin with, the “Destination” section allows you to gain a better grasp of the lay of the land, understanding not only the geographic location of the Kingdom, but also where each of the major internal destinations are to be found. Our “à la carte” travel section is the backbone of the site, enabling the construction of highly personalised travel, based on popular “themes”.
Saudi Arabia’s tourism sector is evolving faster than that of any other country at the moment, and our “Trends & News” section (along with upcoming newsletter) enables you to keep your finger on the pulse of all new developments, including property openings, air transport news, regional developments, and, most importantly, exclusive interviews with the movers and shakers of this vibrant sector.
For those seeking professional travel planning in-situ, selecting the right destination marketing company is critical to the success of any visit to KSA. Also in this section, we spotlight the top travel advisors prescribing Saudi Arabia to their esteemed clients, enabling travel planners for high-net-worth individuals to understand who best to work with.
Once a visit has been decided upon, modes of transport can be chosen. In our “Transport” section, we give you what we believe is the most complete overview available of the current transport scenario, including airport details, key airlines, tips for private jet travellers, ground transport, cruising, and private yachting.
The Saudi hospitality sector is evolving daily. Our “Hospitality” section is a one-stop-shop to learn about the best properties in the Kingdom – an impartial take on the most outstanding hotels and resorts, presented in such a way that you can leverage the information for your key clients.
In the same section, Arabian Hospitality Beyond Borders highlights initiatives by Saudi travel and hospitality suppliers to take their expertise to new shores…
And to thank the Saudis for their hospitality in opening up their country, we have created a “Global Hospitality for Elite Saudi Guests” section in return, encouraging them to explore destinations, hotels, and cruise companies around the globe eager to welcome this clientele and having made the necessary efforts to do so in the best possible conditions.
The Team Behind SAFE
Experience, sincerity, friendship and… relationships
At the core of our company lies a Franco-Australian partnership, bringing together many decades of combined expertise. This robust alliance is pivotal in offering tourism professionals distinct insights and tools tailored for the luxury tourism sector in Saudi Arabia. SAFE’s media assets are strategically designed to amplify and optimise the substantial investments in Saudi tourism.
Moreover, this partnership is bolstered by a dynamic incubator that includes emerging leaders from niche businesses in Saudi Arabia, France, and other countries. These innovative entrepreneurs enrich our collaboration with their fresh perspectives, vitality, and specialised knowledge. Their strong adaptability ensures that we consistently meet SAFE’s stringent standards, further enhancing our impact in the tourism industry. Their collective contributions forge an environment rich in intellectual diversity, entrepreneurial verve, and nimble responsiveness that sets them apart from conventional industry paradigms.
The Founder of SAFE – Gérard Lefebvre
An entrepreneur at heart, the renowned French entrepreneur Gérard Lefebvre has successfully created and managed over a dozen businesses throughout his career, with a unique path in developing decision-support tools for professionals. In the travel and tourism industry, he spearheaded the creation of the world’s leading trade show dailies, such as ITB Berlin News, ITB China News (Shanghai), ITB Asia News (Singapore), IFTM Daily (Paris), and Fitur Daily (Madrid). He also pioneered custom publishing for entities such as the European Travel Commission, Tourism Malaysia, Sarawak Tourism, Durban Tourism, Atout France, the Islands of Tahiti, and the list goes on. Gérard is above all a networker.
Over his 45-year career, he has built an exceptional and matchless network within the travel and tourism industry, consisting of over 9,000 high-level decision-makers. This quality network is grounded in his values: loyalty, honesty, sincerity, and genuine friendship. His main strength: his credibility.
In 2020, convinced of the merits of Saudi Arabia’s Vision 2030, he decided to leverage his expertise for the tourism aspect of this extraordinary project by creating SAFE- Saudi Arabia For Elites.
SAFE Editor-in-Chief – Richard Barnes
Richard is not only an award-winning Australian media professional with pertinent analytical skills, but he is also a curator capable of selecting and managing freelance journalists who align with his vision of journalism based on the concept of “Information Intelligence”. Working in high-level positions in radio, TV and print journalism for well over 40 years, since 2000, Richard has served as editor-in-chief for all publications created by Gérard Lefebvre, and is the author of the seminal work on journalism, “What’s News? A Down-to-Earth Guide to Applied Journalism”.
He teaches Master’s students at the prestigious Nice School of Journalism (France) and is the principal advisor to numerous Destination Management Organisations (DMOs) in fields of communication and marketing. Affable and beloved by all for his extreme empathy, Richard is also valued for his distinctive ability to articulate clearly what his interlocutors wish to highlight. A global traveller for over 40 years, Richard has a very broad vision and understanding of the multiple facets of travel and tourism. Captivated by the SAFE project, he now dedicates his passion and expertise to this ambitious endeavour.
This exceptional partnership forms a powerful force, offering unique tools to tourism professionals when it comes to understanding the ins and outs of luxury tourism in the Kingdom of Saudi Arabia. SAFE’s media assets thus serve as strategic communication instruments, enhancing and maximising Saudi Arabia’s substantial tourism investments.
Marketing Strategy & Research – Diane Lefebvre
To enhance SAFE’s engagement across contemporary social media landscapes and the burgeoning metaverse, Diane, a 38-year-old visionary, propels this initiative through her firm, DL Community.
She orchestrates the social media presence and directs the digital marketing strategy of SAFE. With a wealth of experience in tourism and hospitality, Diane’s expertise has been honed from a significant tenure at Club Med and the Accor Group, culminating in leadership roles at eminent establishments like Le Galice in Aix Provence, which preceded her venture into entrepreneurship.
Her role also involves the strategic monitoring of the evolution of the perception of Saudi Arabia by high-end travel advisors around the world. In concrete terms, this is represented by a detailed quarterly report—a formidable working tool for all those investing or wishing to invest in the Saudi tourism industry. This also helps measure the impact of SAFE on the evolution of the thinking and working processes within the field of high-end travel advisors, with regard to KSA.
Head of Strategic Development at SAFE - Gaelle Sapaly
Gaelle Sapaly is Head of Strategic Development at SAFE, where she leverages her international experience and deep understanding of luxury markets to drive growth.
Her journey is marked by extensive travels to over 80 countries, which have enabled her to deeply engage with a variety of cultures and gain a broad perspective. This global outlook significantly informs her strategic approach, particularly in the distinctive setting of Saudi Arabia.
Working with NEOM for the past three years, she has also worked in countries like the UK, Germany, France and Japan, giving her a solid grasp of global trends and consumer expectations. With a background in the luxury sector, including roles in creative direction for high-profile clients such as LVMH and Burberry, Gaelle brings a wealth of expertise to SAFE. Her extensive travels throughout KSA have given her special insights into the country’s potential for adventure travel and cultural exploration.
Her ambition for SAFE is to make Saudi Arabia a premier destination for high-net-worth travellers of all kinds, leveraging her insights to enhance the country’s appeal to a global audience.
Marketing Executive + Religious Tourism - Audrey Lasserre
In January 2024, Audrey assumed the role of SAFE’s marketing executive in KSA, focusing on religious tourism.
Based in Makkah since 2020, Audrey Lasserre orchestrates custom travel arrangements for VIPs and groups, ensuring their experiences are both seamless and memorable. Fluent in Arabic, English, French, and Portuguese, her linguistic skills were honed at the Tayba Institute in Saudi Arabia, where she earned a Diploma in Arabic Language (2018-2020). Audrey’s expertise extends to social media management and content creation, enhancing her versatile professional profile.
From 2022 to 2023, she served as a translator and interpreter for the Saudi Arabian General Presidency, playing a pivotal role in facilitating interactions with notable public figures. Known for her personable approach and networking prowess, Audrey’s methodical, pedagogical skills and adaptability have established her as a key asset in the travel and tourism sector. She has hosted distinguished guests such as French football star Paul Pogba, Nigeria’s Aisha Buhari, London’s Mayor Sadiq Khan, and African footballers Raïs M’Bohli and Sadio Mané, showcasing her capacity to manage high-profile engagements effectively.
Jeddah Correspondent and Advisor - Samir Abdallah Komosani
Samir, a distinguished member of the Advisory Committee for the Department of History and Antiquities at King Abdulaziz University, has carved a niche for himself in the field of tourism and cultural preservation. His extensive experience includes implementing educational lectures, seminars, and workshops aimed at enhancing the skills of professionals within the tourism sector. Notably, he has successfully conducted a course for tour guides across the Kingdom of Saudi Arabia, training 362 individuals.
His impact extends further into the training of personnel for raft establishments in Makkah, preparing 78 trainees to excel in the tourism industry. Samir is also renowned for his expertise in designing bespoke tourism programmes that cater to the diverse and sophisticated needs of VIP guests and visitors. His efforts have facilitated over 2,300 tours across various regions of the Kingdom, underscoring his dedication to promoting Saudi Arabia’s rich historical and cultural heritage. His exceptional ability to coordinate tours for high-profile figures—including celebrities like Lionel Messi, Prince Charles of England, and other dignitaries—highlights his proficiency and the high regard in which he is held both locally and internationally. Through his work, Samir continues to influence the tourism sector profoundly, ensuring that the cultural narratives and historical antecedents of Saudi Arabia are preserved and appreciated worldwide.
The Team Behind SAFE
The Editor-in-Chief – Richard Barnes
Richard is not only an exceptional, seasoned journalist with pertinent analytical skills, but he is also a curator capable of selecting and managing freelance journalists who align with his vision of journalism based on the concept of “Information Intelligence”. Since 1980, Richard has served as editor-in-chief for all publications created by Gérard Lefebvre, and is the author of the seminal work on journalism in the realm of Information Intelligence, “What’s News? A Down-to-Earth Guide to Applied Journalism”.
He teaches Master’s levels 1 & 2 at the prestigious Nice School of Journalism (France) and is the principal advisor to numerous Destination Management Organisations (DMOs) in fields of communication and marketing.
Affable and beloved by all for his extreme empathy, Richard is also valued for his distinctive ability to articulate clearly what his interlocutors wish to highlight. A global traveller for over 40 years, Richard has a very broad vision and understanding of the multiple facets of travel and tourism. Captivated by the SAFE project, he now dedicates his passion and expertise to this ambitious endeavour.
This exceptional partnership forms a powerful force, offering unique tools to tourism professionals when it comes to understanding the ins and outs of luxury tourism in the Kingdom of Saudi Arabia. SAFE’s media assets thus serve as strategic communication instruments, enhancing and maximising Saudi Arabia’s substantial tourism investments.
This partnership also leverages a dynamic incubator comprised of emerging leaders from niche Saudi, French, and international businesses.
Marketing Strategy of SAFE – Diane Lefebvre
To strategically enhance SAFE’s engagement across contemporary social media landscapes and the burgeoning metaverse, Diane, a 38-year-old visionary propels this initiative via her firm, DL Community.
She orchestrates the social media presence and steers the digital marketing strategy of SAFE. Boasting a wealth of experience in tourism and hospitality, Diane’s expertise is honed from a significant tenure at Club Med and the Accor Group, culminating in leadership roles at eminent establishments like Le Galice in Aix Provence, which preceded her venture into entrepreneurship.
Together, this cadre of innovators, comprising young leaders, domain specialists, insightful analysts, and independent journalists from Saudi Arabia and the international community, collaborate intimately with the core leadership team. Their collective contributions forge an environment rich in intellectual diversity, entrepreneurial verve, and nimble responsiveness that sets them apart from conventional industry paradigms.
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Lorem Ipsum is simply dummy text
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like). It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.
Lorem Ipsum is simply dummy text
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like). It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout.
