Edie Rodriguez, a distinguished travel industry CEO, has, over recent years, become a “stalwart” as a Member of the Board of Directors of the Saudi Tourism Authority. With over 35 years of experience transforming some of the world’s most recognised travel brands, Rodriguez adds her expertise to Saudi Arabia’s ambitious tourism sector. As Chair of the Nominating and Remuneration Committee at the STA, Rodriguez plays a crucial role in steering the organisation towards its Vision 2030 goals. In a recent interview in Riyadh, she shared insights into her journey, her perceptions of Saudi Arabia, and her vision for the future of tourism in the Kingdom.
Rodriguez’s career is a testament to her ability to drive billion-dollar outcomes across luxury travel, retail, and technology industries. Her tenure includes leadership roles at Crystal Cruises Corporation, Royal Caribbean’s Azamara Cruises, Carnival Corporation’s Cunard, Seabourn, and Ponant Cruises. Her corporate governance, financial acumen, and marketing expertise have made her a sought-after leader for companies aiming to achieve global brand dominance.
Reflecting on her journey with Saudi tourism, Rodriguez recalls, “I actually started as a special advisor to the Public Investment Fund (PIF) about seven years ago. From there, it transitioned to this board role on the Saudi Tourism Authority since its inception. It has been an amazing organization right from the start. I’m delighted, humbled, and honoured to be part of it.”
Rodriguez is bullish on the Kingdom’s Vision 2030 and its tourism potential. “I believe it will be the new benchmark for the world on so many tourism levels. The STA paints across everything going on, and that’s what I like. They have ten new announcements every time you turn around. It is amazing,” she says.
As an American woman navigating Riyadh, Rodriguez’s experiences have been overwhelmingly positive. “I often get asked, particularly from my fellow Americans, ‘Oh, you’re going there alone, aren’t you afraid?’ And I say afraid? Absolutely not. I feel safer coming to the KSA than I do in my hometown of New York City. The people are so respectful,” she shares.
Rodriguez marvels at the safety and hospitality in Saudi Arabia. “You could be sitting in a coffee shop with your laptop and purse out, and leave everything to go to the ladies’ room or for an errand. Whether you come back ten minutes later or an hour later, everything is still there, untouched. The safety and comfort I feel here, I don’t feel anywhere else in the world.”
Rodriguez is particularly impressed by the innate hospitality of Saudi people. “The Saudi people are absolutely amazing. They have an inbred ability to deliver warmth. They welcome you into their home, they want you to sit and have a coffee. The natural authenticity of their hospitality is extraordinary,” she says.
As a seasoned traveller, Rodriguez has visited over 120 countries and brings a unique perspective to her role. “I love to travel and meet locals. The hospitality here in the Kingdom is very special, different from anywhere else in the world,” she notes.
Discussing the rapid development in Saudi Arabia, Rodriguez highlights the significance of the Kingdom’s mega projects. “They have put their money where their mouth is. In seven years, they have achieved what many other countries couldn’t in such a rapid-fire way. 2030 will be here before we know it, and what a show the world is going to see,” she enthuses.
Rodriguez is particularly excited about the future for young Saudis. “70% of the population here is 30 years or younger. I love speaking to these young people. They are so excited about their futures, and it’s a testament to their government for setting up the infrastructure to empower them with the right tools for a happy, bright future.”
Vision for Saudi tourism
Rodriguez’s role at the STA involves not just providing guidance on compensation and governance but also assisting teams with scaling and expanding into new markets and advising on strategic co-branding opportunities. Her previous role as a Director for RAND Corporation’s Center for Global Risk and Security from 2017 through 2020 provided her with governance and fiduciary guidance, advising from a billion-dollar corporations’ perspective. This experience, combined with her strategic acumen, positions her uniquely to contribute to Saudi Arabia’s tourism ambitions.
Rodriguez emphasises the transformative potential of Saudi Arabia’s tourism initiatives. “The great thing I like about the Kingdom is that it is not just about tourism. It is about creating a holistic experience that integrates culture, heritage, and modernity. The STA is involved in everything, and that makes it a very dynamic and exciting place to be,” she explains.
The STA’s ambitious projects, such as the Red Sea Project, NEOM, and Diriyah Gate, are expected to set new standards in luxury, sustainability, and innovation. These developments aim to offer unique experiences that cater to a wide range of tourists, from adventure seekers to cultural enthusiasts. Rodriguez is particularly optimistic about the impact of these projects on the global tourism landscape. “What is happening in Saudi Arabia with Vision 2030 will be the new global benchmark for the world on many different levels. From hospitality and resorts to sustainability and cultural preservation, the Kingdom is setting new standards that other countries will aspire to achieve,” she asserts.
One of Rodriguez’s passions is empowering young people, and she sees great potential in the youth of Saudi Arabia. “The fact that 70% of the population here is 30 years or younger is a tremendous asset. These young people are so excited about their future and the opportunities that lie ahead. The government has done a fantastic job in setting up the infrastructure to support them, and I am thrilled to be part of this journey,” she shares.
Overcoming challenges and looking ahead
Rodriguez acknowledges the challenges that come with such rapid development but is confident in the Kingdom’s ability to overcome them. “Every country faces challenges when it comes to development, but what sets Saudi Arabia apart is its commitment to delivering on its promises. The government and the STA are dedicated to ensuring that the infrastructure and services are in place to meet the growing demand,” she explains.
The issue of demand outpacing supply, particularly in the hotel industry, is one that Rodriguez addresses with optimism. “There is a tremendous demand, and the Kingdom is doing a great job of meeting that demand. During peak times, such as major conferences or events, it is natural to see increased demand, but the infrastructure is continually being developed to accommodate this,” she states.
Rodriguez is enthusiastic about the future and the role she plays in shaping it. “What excites me the most is being part of something new and stellar. The Vision 2030 projects are not just about tourism; they are about creating a sustainable and prosperous future for the Kingdom. It is incredibly fulfilling to be part of this transformation and to see the positive impact it has on the people,” she shares.
Her vision for Saudi tourism is one of continued growth and innovation. “The Kingdom has already achieved so much, and there is so much more to come. By 2030, I believe Saudi Arabia will be one of the top global destinations, offering unparalleled experiences that attract visitors from all over the world. The STA is committed to ensuring that every aspect of the tourism experience is world-class, and I am honoured to contribute to this mission,” she concludes.
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Photo – top of page – Credit TOM RODRIGUEZ
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