Under the high patronage of President Emmanuel Macron, and sponsorship (among others) of sa-fe.org, the third edition of Vision Golfe took place in Paris on 17–18 June 2025, bringing together ministers, CEOs, diplomats and innovators from across France and the six nations of the Gulf Cooperation Council. At the heart of this landmark forum was a spirit of collaboration—economic, diplomatic, and cultural—reflecting the shared ambitions of two regions undergoing rapid transformation.
Hosted by Business France and supported by numerous institutional partners, Vision Golfe 2025 convened leaders from France and the Gulf to explore new pathways of cooperation in innovation, diplomacy, trade, and cultural exchange. Held in Paris on 17–18 June, it gathered ministers, sovereign funds, multinational CEOs, and leading entrepreneurs under one roof to build bridges between regions.
SA-FE.org is proud to have served as an official sponsor of Vision Golfe 2025 and to contribute actively to a dialogue where sports and tourism are recognised not merely as entertainment or leisure, but as high-impact engines of economic and societal transformation.
Editor-in-Chief of sa-fe.org, Richard Barnes was honoured to moderate what was probably the event’s most compelling roundtable: “Beyond the Game: Economic Impacts of Sports and Tourism”, gathering key voices from across the sports, tourism and event industries. This discussion, along with keynote speeches and high-level ministerial interventions, shed light on how Gulf nations—and Saudi Arabia in particular—are positioning themselves at the forefront of global innovation, sustainability, and soft power diplomacy.
Barnes opens roundtable by highlighting how sport, tourism, and Vision Golfe itself “bring people together and break down preconceived ideas”
Opening the high-level roundtable, Barnes emphasised the unifying power of sport, tourism, and events such as Vision Golfe itself. “They all bring people together,” he noted, “and they destroy preconceived ideas.”
Barnes spoke about how events such as the recent Paris Olympiad (and in particular the opening ceremony) can change the way the world looks at a nation. He added that while in economic terms this is difficult to analyse, the importance of such a paradigm change should not be underestimated.
In his introductory remarks, Barnes offered a concise panorama of the current momentum in the Gulf, where sport and tourism have become deeply embedded in national strategies. He noted that over the past decade, the Middle East has emerged as one of the world’s fastest-growing hubs for global sports and tourism, with governments across the region recognising sport not only as entertainment but as a strategic tool for economic diversification, urban development, and international positioning.
He pointed to the 2022 FIFA World Cup in Qatar as a landmark event, which attracted over 1.4 million international visitors and generated billions in related tourism revenue. “But the story doesn’t stop there,” Barnes added. “Qatar’s Aspire Zone, the ongoing development of Lusail, and the integration of sport into urban planning all signal a long-term commitment to this vision.”
Turning to the UAE, he cited Yas Island and Dubai Sports City as prime examples of how leisure, elite tourism, and sports can work together to build a year-round destination appeal. “Formula 1 in Abu Dhabi isn’t just a race,” Barnes observed. “It’s a global event weekend—concerts, hospitality, high-end experiences.”
Saudi Arabia – where sport is a key element of Vision 2030
Barnes described Saudi Arabia as a country placing sport and tourism “at the very centre of economic diversification.” With events ranging from world championship boxing and the LIV Golf series to the Saudi Arabian Grand Prix and the Saudi Pro League’s international expansion, the Kingdom, he said, “has rapidly emerged as a global sports host and tourism player.”
AlUla was also singled out as an example of sports-led development in heritage destinations, combining ancient culture with modern sports events to broaden visitor appeal. “From equestrian races to endurance sports, AlUla is building a calendar that speaks to today’s global adventure and culture traveller,” he said.
Concluding his remarks, Barnes stated that across the Gulf, sport now acts as “a solid engine for sustainable tourism, economic growth, and international influence.” He noted that the roundtable would dive into how this vision is translated into action—through infrastructure, partnerships, inclusion, and community development.
Building bridges through football: Phanuel Abbou
Phanuel Abbou, CEO and Co-Founder of Thallium Consulting and President of Le Club France & Paris Saint-Germain Academy in the MENA region, began the keynote by describing how football—particularly through PSG Academies—has become a vehicle for long-term engagement across the Gulf.
“We bring our expertise in the GCC countries. It’s not just about football—it’s about a broader message,” he said, underscoring the value-based approach the academy promotes.
Working with children aged 5 to 17, the academies aim to instil discipline, team spirit and identity, while also highlighting France’s soft power in sports education. “We want to promote French expertise in football… and we do that with boys and girls,” he explained. Abbou’s remarks also reflected a strong commitment to equal access and the cultivation of talent across both genders.
A stage for inclusion and innovation: Marian Otamendi
As CEO of the World Football Summit, Marian Otamendi brought a global perspective to the table, stressing the urgency of creating more inclusive and diverse leadership within the sports sector.
“We advocate for more female leaders getting into the industry… and for the inclusion of disability,” she said. The WFS has become a major platform for shaping football’s global future, and Otamendi highlighted its role as a connector between clubs, governments and business.
Her vision includes the Gulf region taking on a central role in global football strategy. “We want the Gulf to play a key role in global football conversations,” she noted, citing recent World Cup hosting milestones and Gulf investment in international sport as indicators of rising influence.
From stadiums to destination makers: Jean-Guillaume Lacoste
Jean-Guillaume Lacoste, CEO of GL Events Middle East and Africa, brought the conversation into the realm of infrastructure and destination promotion.
His organisation operates over 70 event venues and more than 300 exhibitions globally, and is actively engaged in Africa and the Gulf.
“We’re not only operators—we’re destination makers,” he stated, emphasising the link between world-class venues and destination appeal. For Lacoste, promotion of the host region is just as critical as the sporting event itself.
“Promotion of the destination is key when it comes to events and tourism,” he said. His remarks underscored the business imperative behind long-term planning and capacity-building, particularly in emerging markets.
The power of experience: Clio Andriopoulos
Clio Andriopoulos, Associate Director of Strategy and Innovation at MIRAL, provided insight into how immersive experiences can redefine tourism.
As a key driver of Abu Dhabi’s destination development, MIRAL has led projects including Disney’s arrival in the UAE and Teamlab Phenomena on Saadiyat Island.
“We are crafting immersive experiences… where culture, technology, and innovation converge,” she said. These developments are designed to attract not only leisure tourists but also business travellers and cultural audiences, extending the value of each project far beyond conventional tourism metrics.
Beyond events: Abid Butt
Tourism strategist and CEO of ASSET Group, Abid Butt, shifted focus toward sustainability and long-term planning. “Destinations should talk about their unique assets, not just try to outdo their neighbours,” he argued.
He warned against the ‘event trap’—a tendency to prioritise short-term spectacle over meaningful legacy. “It’s not just the event week that matters. You have to plan for before, during and after… the tourism economy must be sustainable,” he said. Butt’s call for strategic depth resonated with the forum’s broader vision for resilient, diversified economies.
The rise of Saudi sport: Lama Al Fozan
Lama Al Fozan, Vice President of the Saudi Athletes Committee, shared tangible figures that illustrated Saudi Arabia’s growing investment in sport: more than 100 sports federations, over 7,000 registered female athletes, and participation programmes in every region.
“Our strategy isn’t just elite sports—we want every child to be active, every girl to feel she can compete,” she said, echoing the grassroots and inclusivity themes highlighted earlier by Shaima Al Husseini.
Her remarks highlighted not only growth, but structure—strategies and policies designed to make Saudi sport a comprehensive and competitive ecosystem.
Developing Gulf motorsport: Frédéric Garcia
Frédéric Garcia, General Director of the Winfield Racing School, pointed to the Gulf’s growing involvement in international motorsport as both a talent pipeline and an economic driver.
“We want to train the next Middle East driver to join F1,” he stated. His school is working across Bahrain, Saudi Arabia and the UAE to develop high-performance programmes.
“Motorsport is a platform for discipline, excellence, and tourism,” Garcia said, underlining how race tracks can serve as destinations and training grounds alike. His remarks also pointed to the increasing demand for motorsport tourism, a niche rapidly growing in the region.
A powerful keynote from Shaima Saleh Al Husseini: “Sport is transforming my country”
Immediately prior to the roundtable, the Vision Golfe audience was treated to a compelling keynote by Shaima Saleh Al Husseini, Managing Director of the Saudi Sports for All Federation (SFA). Her speech offered a passionate and evidence-driven account of how sport has become a transformative force in the Kingdom of Saudi Arabia—not only as a tool for diplomacy, tourism and economic development, but also as a driver of public health and inclusion.
“Sport is transforming my country,” she declared. “It unites. It builds communities. It bridges differences. It builds partnerships and friendships. It empowers people—young and old, men and women.”
Framing her address in the context of the 2024 Paris Olympics and the 124th French Open, she noted: “No one has to convince France of the importance of sports—culturally, economically, diplomatically, and certainly to the tourism and travel industry. That’s what brought us here together.”
She stressed that inclusion was no longer a distant goal but a daily reality: “Our leadership team is now more than 60% women… Inclusion and empowerment is not just a goal—it’s something we’re living.”
Sport, she said, “is not just about mega-events” such as the 2034 FIFA World Cup or the Asian Games, but about lasting societal transformation: “What I want to talk about today is the transformational power of sports—how it can change lives, strengthen our economy, boost health, and be a tool for our future.”
She emphasised that not everyone needs to be a professional athlete to benefit: “Few of us will be world-class athletes, but that doesn’t mean sport can’t change our lives.”
The impact is measurable. Physical activity in Saudi Arabia has grown from 13% in 2018 to 60% in 2024, while women’s participation in sport has increased by over 150%. Today, women make up 45% of all members in neighbourhood sports clubs.
And, in her most poignant observation: “Youth sports in the Kingdom is not changing some lives. It’s changing all lives. And that means an improved quality of life across the nation—lower obesity rates, lower diabetes, lessens isolation, and that causes better mental health. We’re not just building a better Saudi Arabia. We’re building a healthier, happier Saudi Arabia.”
With 70% of the population under the age of 35, a digital-first generation presented a unique challenge: getting people “from screens to fields”. Yet through data-driven strategy and inclusive programming—from the Call Your Home Your Journey initiative now reaching 3.8 million women, to the Tennis for All campaign, and a national marathon with 40,000 runners—the Federation is closing the gap.
“We’re adding a new pillar to the Kingdom’s economy—one that will create jobs, generate investment, and help make Saudi Arabia one of the world’s fastest-growing tourism destinations.”
SA-FE.org CEO Gérard Lefebvre lends expertise to Vision Golfe 2025
SA-FE.org CEO Gérard Lefebvre attended the Vision Golfe 2025 summit in Paris alongside other senior members of the SA-FE team. Widely recognised for his unparalleled knowledge of Saudi Arabia’s high-end tourism sector, Lefebvre brings decades of experience and a far-reaching global network to the table.
Speaking at the event, Lefebvre remarked, “We are thrilled to be part of this extraordinary gathering, which serves as a catalyst for stronger cooperation between the Gulf states and France. This mission aligns perfectly with SA-FE’s core purpose, as we remain the only independent, private organisation dedicated to providing factual, objective, neutral, and verified information on the region. In a landscape where much of the discourse is emotional rather than evidence-based, our role has never been more relevant.”
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For more details about the conference, visit: https://event.businessfrance.fr/vision-golfe/en/home/
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