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Vision, Integrity, Action: What Leaders Can Learn from H'E Ahmed Al-Khateeb

Explore the most impactful leadership lessons from Ahmed Al-Khateeb, Saudi Arabia's Minister of Tourism, as he bridges private sector acumen with public sector innovation in support of Vision 2030.

Vision, Integrity, Action: What Leaders Can Learn from H'E Ahmed Al-Khateeb

Ahmed Al-Khateeb’s extraordinary journey through both the private and public sectors offers a masterclass in transformational leadership. With more than 30 years of experience, his path reveals strategic principles that empower individuals, inspire institutions, and drive national progress. From investment banking to tourism, his leadership has left a lasting mark on every sector he has touched. This article presents key leadership lessons that reflect his values, practices, and lasting influence.

Prioritise Learning and Growth Early

Al-Khateeb began his career with a focus not on income, but on knowledge. He treated his early roles at Riyad Bank as an educational foundation—a “school” that taught him the intricacies of various industries. His belief: long-term success begins with a deep commitment to learning.

Embrace Change and Seek New Challenges

He believes that career stagnation limits growth. His decision to move across various industries—from banking to health, defence, and tourism—demonstrates a fearless embrace of new opportunities and continuous personal reinvention. For instance, transitioning from private banking to becoming the first Minister of Tourism required vision and adaptability.

Lead with Vision, Trust, and Empowerment

Al-Khateeb emphasises that true leaders focus on vision, empower their teams, and trust in expert guidance. In transforming the Ministry of Tourism, he built a competent team, delegated authority, and set clear targets, such as 100 million visitors by 2030.

Empower Employees and Align Incentives

During his time at SABB, Al-Khateeb restructured employee incentives, enabling staff to earn 10% of the profits they helped generate. The result: a fivefold increase in profits. At Jadwa Investment, he offered equity to high performers, which cultivated strong loyalty and outstanding results.

Focus on Shared Value for Stakeholders

A recurring theme in Al-Khateeb’s leadership is his insistence that clients, shareholders, employees, and owners must all benefit. At Jadwa, this philosophy created a cohesive, motivated, and high-performing organisation.

Practice Accountability and Lead by Example

He holds himself to high standards, regularly stating that if he fails in his responsibilities, he does not deserve his position. As Minister of Health, he handled public criticism transparently and used it to improve service delivery.

Adapt with Resilience During Crisis

During the COVID-19 pandemic, international tourism halted. Al-Khateeb responded by launching domestic campaigns like "Saudi Summer"—reviving tourism through internal travel and positioning Saudi Arabia as a year-round destination.

Plug Economic Leakage with Local Alternatives

As Chairman of GEA, Al-Khateeb noted that SAR 80 billion was spent abroad on entertainment. He countered this by launching local festivals, concerts, and family events, keeping revenue and cultural engagement within the Kingdom.

Activate Cities by Building on Existing Infrastructure

He coined the principle of "adding software to hardware," turning existing infrastructure into hubs of activity. For example, Riyadh and Jeddah hosted large-scale entertainment events using public venues and transport systems.

Strengthen SMEs and Local Entrepreneurs

Through the Ministry of Tourism and GEA, Al-Khateeb supported SME licensing, financing, and capacity-building programs, enabling entrepreneurs to thrive in hospitality, events, and leisure sectors.

Apply a General Practitioner’s Strategy

When assigned to unfamiliar ministries like Health or Military Industries, Al-Khateeb began with diagnostic assessments, then hired and empowered specialists to lead implementation. This approach ensured rapid but informed transformation.

Champion Commercialisation Where Needed

In health, he advocated for commercial hospital models, shifting the ministry’s role from service provider to regulator, focusing on quality and access, not micromanagement.

Learn from Mistakes and Persist with Optimism

Al-Khateeb acknowledges misjudging workload intensity during early ministerial appointments but treats these as learning experiences. His optimism drives continuous improvement and team morale.

Promote National Interests in Global Deals

His "no arms deal without local content" policy in defence ensured that foreign suppliers partnered with Saudi firms, driving localisation, job creation, and technology transfer.

Celebrate Heritage While Building the Future

As Secretary General of Diriyah Gate, Al-Khateeb emphasised preserving historical Najdi architecture while developing luxury, modern tourist destinations—fusing heritage with economic opportunity.

Cultivate Global Relationships

To win the Expo 2030 bid, Al-Khateeb personally visited over 70 countries, building diplomatic relationships and securing votes, showcasing proactive leadership on the global stage.

Think Big and Set Ambitious Goals

His target of 100 million tourists was initially met with scepticism. Yet by 2023, the Kingdom had already welcomed 109 million visitors, proving that ambition, when paired with planning, achieves results.

Teach Perseverance and Integrity

His advice to youth is simple: work hard and be honest. Inspired by his father's guidance—"don’t lie and don’t steal"—he upholds integrity as a cornerstone of leadership.

Ensure Inclusive, Sustainable Growth

Al-Khateeb’s tourism policies emphasise nature conservation, cultural protection, and equitable benefits. Initiatives like the Global Fund for Inclusive Tourism reflect this commitment.

Remove Barriers and Enhance Access

He simplified travel by introducing e-visas for over 60 countries and launching new airline routes via the Air Connectivity Program, making Saudi Arabia one of the most accessible new destinations globally.

Compete on Authenticity

Rejecting alcohol-centric tourism models, Al-Khateeb promotes Saudi culture, cuisine, and hospitality. Research shows this authentic approach appeals to 40–50% of global travellers.

Drive Strategic Investment

Under his leadership, Saudi Arabia became the world’s top tourism investor, allocating over $200 billion to projects like NEOM, The Red Sea, and Amaala—all powered by sustainability and innovation.

Diversify the Economy

Tourism’s share of GDP has already risen from 3% in 2018 to 4.5% in 2023, on track for 10% by 2030. Al-Khateeb’s leadership has transformed it into a vital pillar of Vision 2030.

Conclusion

Ahmed Al-Khateeb’s leadership journey serves as a living blueprint for modern Saudi leadership. With a foundation rooted in values and a forward-looking strategy shaped by Vision 2030, his example offers powerful lessons for aspiring leaders across sectors. His blend of humility, ambition, and accountability is not just shaping Saudi Arabia—it’s inspiring a new generation to lead with vision and purpose.