Lamia Kamel Discusses Saudi Arabia’s Tourism Brand Transformation in an Exclusive Radio Interview

• Kamel: “Empowering women fosters a positive national image, promoting the country’s global tourism appeal.”
Lamia Kamel, founder of the Narrative PR Summit and Managing Director of CC Plus, as well as former Assistant Minister of Tourism and Antiquities for Promotion, emphasized the vital role women’s empowerment plays in driving a nation’s progress across various sectors. She particularly highlighted its impact on tourism, a cornerstone of the national economy.
Kamel shared her insights during a recent appearance on the radio show “Kalam fil Zahma” on Nogoum FM, hosted by Yara El-Gendy and Marwan Kadry. In the interview, she delved into the evolving tourism landscape in the region, especially in Saudi Arabia, which has redefined its national brand as a diverse tourism destination. Kamel also explored prospects for collaboration between Egypt and Saudi Arabia, as well as underscoring the significance of women’s empowerment in Arab societies.
“Saudi Arabia’s tourism sector has experienced a remarkable transformation in recent years”, Kamel pointed. The government’s initiatives to develop the industry are part of a broader economic strategy, moving beyond a sole focus on religious tourism. Under Vision 2030, the Kingdom has diversified its tourism offerings and reshaped perceptions, creating new opportunities for visitors to discover its rich cultural heritage and natural landscapes.
Discussing the potential for collaboration between Egypt and Saudi Arabia, she remarked, “There are numerous avenues for cultural, professional, artistic, and tourism exchanges between our two nations, rooted in the deep ties shared by the Egyptian and Saudi people. There is a profound respect and appreciation for Egyptian history and creativity, which inspired me to expand my business there. I aim to launch the Narrative Summit in Saudi Arabia, building on the success we’ve achieved in Egypt over the past eight editions, while also fostering knowledge exchange in the field of public relations.”
Kamel expressed her delight in participating in the Creative Women Forum, held in Riyadh, Saudi Arabia, on October 7-8, 2024. The forum gathered exceptional female leaders, entrepreneurs, and innovators from around the globe. She noted the major strides made by Arab women, notably Saudi women, and how these advancements positively influence global views of the country. This shift, she emphasized, not only contributes to Saudi Arabia’s progress but also bolsters its standing as a premier global tourism destination.
At the conclusion of the interview, Kamel indicated that obtaining visas to Saudi Arabia has become significantly easier. The Kingdom now offers various visa options, including the Umrah visa, tourism visa, transit visa, and family and friends visa. Citizens from 66 countries are eligible for electronic visas or visas on arrival, in addition to residents of the United States, the United Kingdom, EU countries, and holders of US, UK, and Schengen visas, along with residents of Gulf Cooperation Council (GCC) countries.