In a world where soft power speaks louder than slogans, Basmah Al-Mayman has spent over two decades turning Saudi tourism into a tool of diplomacy, identity, and transformation. As the first woman and first Gulf national to be appointed Regional Director for the Middle East at the UN World Tourism Organization (UNWTO), Basmah now oversees tourism policy for 13 countries.
But her journey didn’t start in global forums. It started in Riyadh with literature, language, and a vision much bigger than herself.
Early Vision, Lasting Impact
Basmah studied English Literature and Linguistics at King Saud University, then pursued her MBA at Al Faisal University, in cooperation with the University of Oxford. There, she focused on entrepreneurship and international business, laying the foundation for a career that would balance precision and diplomacy.
To deepen her grasp of cross-border engagement, she also studied advanced courses in international relations and diplomacy at the Prince Saud Al-Faisal Institute under the Saudi Ministry of Foreign Affairs. That mix, communication, strategy, and global awareness, would go on to define her leadership style: thoughtful, measured, and deeply effective.
Building Saudi Tourism from the Ground Up
Long before international appointments, Basmah helped shape the very roots of modern Saudi tourism. She spent over 17 years at the Saudi Commission for Tourism and National Heritage (SCTH), leading its International Organizations & Committees Department and serving as Saudi Arabia’s official liaison to the UNWTO.
“Saudi tourism and I both started out together. I was very young when I joined the Commission… there wasn’t an official structure nor was there an industry.”
— Reflecting on her early role in shaping Saudi’s tourism sector.
Her work wasn’t just administrative. It was foundational. She forged early ties with UNESCO, UNDP, The World Bank, and other international bodies, helping position the Kingdom not only as a tourism destination, but as a policy partner and contributor to global cultural conversations. Her involvement included co-leading national studies, strengthening capacity building programs, and launching initiatives tied to heritage, museums, and preservation.
Breaking Ground at the UNWTO
In 2018, Basmah made history when she was appointed Regional Director at the UNWTO becoming the first woman ever to lead the Middle East region in the organization’s history.
Her first achievement: overseeing the launch of the UNWTO Regional Office in Riyadh, a strategic milestone that placed Saudi Arabia at the heart of tourism diplomacy for the region.
“Choosing Saudi Arabia for the regional office was a good decision, right beside the largest tourism projects in the world.”
— Basmah Al-Mayman, on the UNWTO Regional Office in Riyadh.
Under her leadership, the Middle East office initiated:
- The Women in Tech Startup Competition, empowering Arab women entrepreneurs in tourism tech
- High-impact capacity building programs across tourism ministries
- A historic record for UNWTO Academy training activities conducted in a single member state: Saudi Arabia
- Her appointment as Vice Chair of the Ad Hoc Committee on the UNWTO Framework Convention on Tourism Ethics during the 22nd General Assembly in China (2017)
Basmah also sat on the board of the Sustainable Tourism - Eliminating Poverty (ST-EP) Foundation, proving that she views tourism not just as an industry, but as a force for inclusion and equity.
Vision 2030 and Soft Power in Action
Few leaders have bridged Vision 2030 with regional strategy as fluently as Basmah. She’s played a central role in:
- Driving over $810 billion in projected tourism investments across the region
- Supporting a 31% rise in domestic tourism in Saudi Arabia in 2020
- Launching joint investment frameworks between Gulf states and Arab tourism bodies
- Integrating heritage tourism into long-term development goals
“Nowadays, the situation has changed a lot as women have become more visible in the workforce… creating an outstanding shift in attitudes and behavior.”
— On the evolving role of women in Saudi Arabia’s tourism ecosystem.
Through every initiative, she reinforces a core belief: tourism isn’t just about numbers or hotel rooms. It’s about storytelling, trust-building, and creating shared value between nations.
Recognition and Legacy
Basmah’s work hasn’t gone unnoticed. In 2020, Forbes Middle East named her one of the Top 100 Most Powerful Arab Businesswomen, ranking her at #13, and the only woman from the tourism sector to make the list.
In 2022, she was named Tourism Ambassador at the Arabian Travel Awards. And through her continued presence on regional boards and UNWTO committees, she remains one of the most influential Saudi voices shaping how the Middle East engages with the world.
Her leadership style is measured, diplomatic, and anchored in purpose, a style that has opened doors without compromise and set standards without seeking attention.
What Bold Leadership Looks Like
Basmah Al-Mayman’s career is proof that long-term vision still matters. That diplomacy can come wrapped in strategy. And that a woman can lead regional policy on a global stage, while staying grounded in the culture she represents.
She didn’t build her influence overnight. She built it over 22+ years, across ministries, agencies, and continents. Today, she continues to lead. Not just through title or status, but through impact. And for the next generation of Saudi leaders, that’s the kind of legacy worth building toward.
To learn more about Basmah Al-Mayman’s work and insights, follow her on X and Instagram @basmah_almayman.
