After delivering an engaging press conference at ILTM Cannes, where he unveiled Accor’s latest developments and vision for the future, Sébastien Bazin, CEO of the Accor Group, took time to sit down with us for an exclusive interview. In our conversation, he shared his insights on Saudi Arabia’s tourism evolution, the role of Accor in the region, and his reflections on the broader hospitality landscape. We asked him to give us his thoughts on the current progress in Saudi Arabia’s tourism sector…
Sébastien Bazin: I feel very confident about Saudi Arabia. There’s a clear methodology, a strong vision, and substantial financial resources backing their plans. The country’s geography is remarkable, which allows us to actively participate rather than just observe.
That said, the key challenge—and one we’re all working on together—is integrating Saudi nationals into the service industry. With over 70% of the Saudi population under 35, this is a massive opportunity. They’ve established a strong foundation with the Saudi Tourism Hospitality School in Riyadh, where I’m proud to serve on the board of trustees. This is essential for ensuring that Saudi’s cultural identity shines through the scale of its tourism developments.
Q: You’ve been advising Saudi Arabia’s tourism authority personally. How is that collaboration going?
Bazin: It’s progressing well. I visit Saudi Arabia every five or six weeks. Accor has been active there for over 30 years—long before my time as CEO. We’ve always approached our relationship with honesty, providing guidance on the pace and scale of development and what works best.
I can’t say for sure how much of my advice will be followed, but what stands out is their willingness to listen. They engage with major players like Hilton and Accor to understand how to position their offerings, from luxury products to broader tourism goals. Importantly, they’re considering both Saudi and international audiences, which the country is well-suited to cater to.
Q: Currently, Europe and North America still represent only a small part of the inbound market. How can this be improved?
Bazin: The numbers are small, but I believe Saudi Arabia will act as a hub that connects the entire Middle East. We’ll see travellers from Europe, America, and the UK spending time in Dubai, Abu Dhabi, Saudi Arabia, Qatar, and even Sharm El Sheikh. It’s about creating itineraries that combine these destinations into a seamless experience. Far from competing, these regions will complement one another.
Take the Red Sea, for example. There were concerns it might overshadow destinations like Sharm El Sheikh, but I think it will enrich the overall journey. Travellers want diversity in their experiences, and the Middle East can deliver that.
Q: What’s the atmosphere like at ILTM this year?
Bazin: There’s an undeniable energy here. A lot of people came with the intention of meeting and discovering, which gives the event a strong buzz. For Accor, this is a significant moment. If you visit our pavilion, you’ll see it’s the largest we’ve ever had—four times the size of last year. We’re showcasing all our brands with pride. It feels like it’s our year to shine, and we’re embracing it fully.
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Read also: Accor to run luxurious Rixos resort project on Saudi Arabia’s east coast
