At this year’s Arabian Travel Market in Dubai, SA-FE.org marked a significant new chapter in its mission with the launch of the inaugural SA-FE Awards — an initiative dedicated not to infrastructure, not to numbers, but to people. Specifically, to the young Saudi professionals shaping the Kingdom’s tourism future with vision, commitment and integrity.
While the world often focuses on the monumental scale of Saudi Arabia’s giga-projects and architectural marvels, the true essence of Vision 2030 lies in its human dimension — in the empowerment of a new generation ready to lead the Kingdom into a diversified, knowledge-driven economy. At the heart of this transformation is the tourism sector, and at the heart of tourism is hospitality, creativity and service — all domains in which young Saudis are already making a powerful impact.
At a private, dignified ceremony during ATM Dubai, four young professionals were recognised by SA-FE.org for their outstanding contributions to the Kingdom’s tourism development:
Sami Agil Alogla, PR & Communications Director, Boutique Group (right) with Gérard Lefebvre (left)
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Turki Al-Shalawi, Senior Manager of Sales Development – Travel Trade, Red Sea Global (right) with Gérard Lefebvre (left)
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Salman Alali, Tourism Relations, Diriyah Company (left) with Gérard Lefebvre (right)
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Abdulrahman Aljefri, Destination (DMO) Executive Director, Diriyah Company (left) with Gérard Lefebvre (right)
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While the recipients come from different organisations and backgrounds, they share common qualities: professionalism, drive, and an unwavering belief in the potential of Saudi Arabia as a world-class tourism destination.
As Gérard Lefebvre, CEO and Chief Analyst at SA-FE.org, explained: “Our decision to establish the SA-FE Awards is deeply rooted in our commitment to encouraging and spotlighting the extraordinary blossoming of young Saudi professionals. The Kingdom’s youth have demonstrated exceptional vision and leadership capabilities, vital for achieving the ambitious goals of Vision 2030. It is both our responsibility and privilege to support these promising leaders as they step confidently into their roles in transforming Saudi Arabia into a world-class tourism destination.”
Each awardee received a personally signed, limited-edition copy of Anita Mendiratta’s influential book, The Call to Leadership: Unlocking the Leader Within in Times of Crisis — a rigorous study of leadership during moments of great challenge, and a thoughtful companion for those shaping Saudi Arabia’s bold future.
This inaugural edition of the SA-FE Awards was designed not as a spectacle, but as a sincere tribute — recognising not only achievement, but character, humility, and purpose. The recipients exemplify a new kind of leadership: one that is grounded in cultural respect, innovation, and service to a larger national vision.
It also reinforces SA-FE.org’s core editorial stance: that Saudi Arabia’s greatest asset in tourism is not just its coastline, heritage sites or futuristic cities — it is its people. People like these four award recipients who are, every day, embodying the values of Vision 2030 with authenticity and energy.
As Gérard Lefebvre noted in his closing remarks: “His Royal Highness Prince Mohammed bin Salman clearly energises the people of Saudi Arabia — but also inspires people like us, who are passionate about initiatives that guide younger generations toward a brighter, more ambitious future. The spirit of the SA-FE Awards is to highlight this essential human aspect of Vision 2030. We are especially pleased to present this award as a tribute to your outstanding contribution.”
The SA-FE Awards are expected to continue in future editions of ATM and other key tourism forums, serving as a consistent reminder that behind every strategy, every resort, every campaign — there are committed individuals turning vision into reality.
Because in the end, Vision 2030 is not just about transformation. It is about ownership, empowerment, and pride — and SA-FE.org is proud to stand with those who are making that vision human.
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