In the ever-evolving landscape of luxury travel, few advisors can claim the depth of personal experience that Teresa Fox brings to her clients. Based in Fort Lauderdale, Florida, Teresa is not just any travel advisor; she is a Virtuoso travel expert whose journey to this role is steeped in a unique and formative past. She represents Fora Travel, describing itself as “a team of entrepreneurs, technologists, travel industry veterans, and people passionate about travel”.
Long before Saudi Arabia opened its doors to the world as a tourist destination, Teresa lived there, navigating a society vastly different from the one we see today. This experience, however, presents both challenges and opportunities in her current role—particularly when it comes to promoting travel to a kingdom she once called home.
Teresa’s connection to Saudi Arabia began in 1979, when her family moved there due to her father’s work with the US government. At a time when the kingdom was one of the most closed societies in the world, Teresa found herself living in a place that was both intriguing and restrictive. “We moved there when I was around 12 or 13,” she recalls. “I started school in Spain, then moved back to the United States before we headed to Saudi Arabia. We lived there for about eight years.”
The Saudi Arabia of Teresa’s childhood was far removed from today’s vision of futuristic cities and luxury resorts. “It was surreal,” she says, reflecting on her early days in the kingdom. “We lived on a compound where most of the residents were American. I remember the cultural immersion we went through before settling in—preparing us for a life that was, in many ways, worlds apart from what we knew.”
Challenges and curiosities
Living in Saudi Arabia presented its own set of challenges, particularly for her mother, who struggled with the restrictions placed on women at the time. “It was very challenging for my mother because she couldn’t drive. We had a driver, but it was still a big adjustment,” Teresa explains. Yet, despite these limitations, her time in the kingdom left a lasting impression. “I remember the souks, the falconers, and the mix of new constructions and ancient ruins. It was a place of contrasts—everything seemed either brand new or ancient.”
Teresa’s experiences in Saudi Arabia also provided her with a unique understanding of Middle Eastern culture, a perspective that is rare among her peers in the US travel industry. However, despite her deep personal connection to the kingdom, she has found it challenging to sell Saudi Arabia as a destination to her clients. “It’s fascinating because I know the warmth and hospitality of the Saudi people first-hand, but there’s still a lot of hesitation among American travellers.”
The challenge of selling Saudi Arabia
Today, Saudi Arabia is working hard to reposition itself as a premier tourist destination, but old perceptions die hard. “In the US, there’s a significant lack of understanding about the Middle East in general, and Saudi Arabia in particular,” Teresa notes. “Most people know Dubai, but they don’t realise how vast and diverse the region is.”
One of the hurdles Teresa faces is overcoming the outdated perceptions of Saudi Arabia. “People still ask if it’s safe, as they’re unsure what to expect. They don’t realise how much the country has changed and how much it has to offer in terms of history, culture, and adventure.”
Despite these challenges, Teresa sees great potential in promoting Saudi Arabia, particularly as a destination for those seeking something unique and off the beaten path. “I aim for my clients to become world-wise travellers, not just tourists visiting the same well-trodden destinations. Saudi Arabia is perfect for those who want to experience something different, something authentic.”
As Saudi Arabia continues to evolve and open its doors to the world, Teresa remains optimistic about its future as a tourist destination. “It’s just a matter of time before people start to see what Saudi Arabia has to offer,” she says. “There’s so much history, so much culture, and the landscapes are simply breath-taking. Once people start to understand that, I believe they’ll be eager to visit.”
On the other hand, understanding the local culture, religion and customs is, says, Teresa, essential when travelling… anywhere. “Visitors must be cognizant of the cultural differences that exist between Saudi Arabia and the western world even today. People must be respectful not only of this, but also of the religious practices while in Saudi Arabia, or any Middle Eastern country for that matter. It’s our responsibility as advisors to brief our clients on those nuances.”
Teresa’s own journey—from a young girl living in a closed kingdom to a luxury travel advisor—gives her a unique perspective that few can match. And while she has yet to sell a trip to Saudi Arabia, she is confident that will change. “The world is becoming more curious about Saudi Arabia. My goal is to be the bridge that connects my clients to this incredible, often misunderstood destination.”
In the meantime, Teresa continues to travel as frequently and as far as she can, always with an eye toward discovering the next great destination for her clients. “I haven’t been back to Saudi Arabia since my young days,” she says with a smile, “but it’s certainly on my list of things to do in the near future… Why not a reunion in Riyadh with my old school buddies from that time?”
As Saudi Arabia steps into its new role on the global tourism stage, advisors like Teresa Fox will play a crucial role in reshaping how the world sees the kingdom—and in guiding adventurous travellers to discover the beauty and culture that lies within.
