Basmah Al-Mayman | Regional Director of the Middle East | UN Tourism
Basmah Al-Mayman is the UN Tourism Regional Director for the Middle East, a role she has held since 2018. In this capacity, she plays a crucial role within the United Nations, representing the organization across 13 Middle Eastern member states. Her responsibilities include coordinating regional programs in alignment with strategic objectives and ensuring that national tourism strategies and public policies adhere to the UN Sustainable Development Goals (SDGs). Basmah’s career in tourism began as one of the pioneers of Saudi tourism. She helped establish the Saudi Commission for Tourism and initiated the relationship between Saudi Arabia and the World Tourism Organization. After over 17 years of dedicated service, she became the first Saudi and the first GCC national to serve as a regional director within the UN system. She is also the first woman to lead the Middle East region in the history of this international organization. At EliteX, we are proud to have Basmah Al-Mayman as part of Impactful Businesswomen: Making a Difference, 2024.
With more than 24 years of experience in international tourism cooperation, Basmah’s journey began at the Saudi Commission for Tourism and Antiquities, now known as the Ministry of Tourism. She was instrumental in founding tourism international cooperation, serving as Director of the International Organizations and Committees Department, and focusing on strengthening Saudi relations with global organizations such as the UN, World Bank, UNESCO, and UNDP. Her contributions include being a member of the Board of Directors of the UN Tourism Sustainable Tourism – Eliminating Poverty Initiative (ST-EP) for the Middle East Region and a founding member of the Programme and Budget Committee of the UN Tourism Executive Council. In 2017, she was selected as Vice-Chairperson of the Ad hoc Committee on the UN Tourism Framework Convention on Tourism Ethics during the 22nd UN Tourism General Assembly in China.
“Women globally make up 54% of the tourism workforce, but in the Middle East, this proportion is on the rise thanks to the efforts of UN Tourism and its Member State partners.”
Basmah’s motivation to pursue a career in tourism stems from her belief in the transformative power of diplomacy, multilateralism, education, development, and capacity building through tourism. Her dedication to these values is evident in her recognition by National Geographic Learning, where she is featured as a prominent personality in their English curriculum for students in the Arab World. Balancing a high-profile career with personal life is challenging for Basmah. Despite being the only woman in the Arab world to be featured in Forbes Middle East’s “Power List” from 2020 to 2023, and ranking 13th among 100 businesswomen and 20th among the most powerful leaders in tourism and travel, she strives to maintain a work-life balance. She has also been recognized as one of the 50 most powerful and influential personalities in the Arab world by Arabian Business. Basmah Al-Mayman’s journey exemplifies dedication, leadership, and the pursuit of excellence in the global tourism sector.
Throughout her career, Basmah Al-Mayman has faced numerous challenges as a woman in business, particularly in the traditionally male-dominated tourism sector. Before joining UN Tourism, she spent over 17 years in the Saudi public tourism sector, helping to pave the way for both men and women in the industry. At that time, there were significant social and regulatory hurdles, as tourism was relatively new and unfamiliar to other sectors.
Today, Basmah proudly serves as the first Saudi Regional Director within the UN System, representing the rapidly growing tourism sector in the Middle East. Her role aligns with Saudi Arabia’s Vision 2030, which focuses on women’s empowerment and creating more job opportunities for women. This vision underscores Saudi Arabia’s commitment to leveraging women’s skills for national progress and economic prosperity.
A pivotal moment in Basmah’s career was her appointment as a UN Diplomat, where she realized her role extended beyond Saudi Arabia to supporting tourism across the entire Middle East. This position allowed her to serve as an international expert and a key reference for Middle Eastern tourism governments, marking a significant step in her professional journey. Basmah emphasizes the importance of diversity and inclusion within her organization. In a multinational environment like the UN Tourism, she believes that connecting with colleagues from different backgrounds enhances the ability to achieve collective goals. The organization fosters a sense of unity and pride among its international team. For women aspiring to succeed in business, Basmah highlights the importance of communication. Effective communication involves not only clearly conveying information but also actively listening and empathizing with others. She notes that women often need to work harder to prove themselves, but their achievements are frequently recognized and celebrated even more significantly.
“An open dialogue and trust environment will make everyone feel engaged and committed. Tapping in the team’s ability to influence will help with the process and will stimulate their creativity.”
To stay updated on industry trends and continuously enhance her skills, Basmah engages in ongoing learning through workshops, webinars, and conferences. She also maintains regular contact with global experts in the tourism field. Basmah’s leadership style is grounded in the belief that teamwork is essential for achieving significant goals. She values the collaborative spirit of her team and believes that encouraging one another leads to remarkable accomplishments. For aspiring women entrepreneurs and business leaders, Basmah offers this advice: “Believe in yourself. You may never feel 100% ready to start your own venture, but that doesn’t mean you’re not prepared. Don’t let fear or self-doubt hold you back. Your mindset is crucial, so believe in the unique contributions you can make and work towards manifesting the life you envision.” In a rapidly changing business environment, Basmah approaches decision-making with courage and creativity. She advocates for looking beyond conventional options and fostering insightful, innovative thinking to make sound decisions.
Basmah Al-Mayman’s journey is a testament to resilience, leadership, and the power of believing in oneself. Her story continues to inspire many in the field of tourism and beyond. Basmah Al-Mayman is currently engaged in several exciting initiatives within the tourism sector. She is working on projects focused on Wellness and Health tourism in Jordan and Egypt. In Saudi Arabia and Oman, she is involved in developing investment guidelines. Additionally, she is organizing the 9th UN Tourism World Forum on Gastronomy Tourism in Bahrain for the last quarter of this year and preparing for the International Tourism Investment Forum (ITIF) scheduled for 2025.
To cultivate a positive and empowering work culture within her team, Basmah fosters an environment of open dialogue and trust. She believes that when team members feel engaged and valued, it enhances their commitment and stimulates creativity. Encouraging team members to influence the process also contributes to a more dynamic and innovative work culture. Basmah’s career has not been without setbacks. She joined the Saudi Commission for Tourism (SCTH) at a young age, in a time when the organization had no official structure and very few women were in the tourism industry. Despite these challenges, her confidence and determination drove her to achieve success. She credits her parents for their unwavering support. Her mother’s encouragement and belief in her potential, as well as her father’s guidance through a demanding career involving international dialogue, were crucial to her achievements. Basmah’s parents’ faith in her and their belief that she was destined for a significant role in serving her country have been integral to her success.
Looking ahead, Basmah sees great opportunities for women in business, particularly in the tourism sector. Although women globally represent 54% of the tourism workforce, the proportion in the Middle East has been lower but is rising due to efforts by UN Tourism and its Member States. In Saudi Arabia, the number of women in tourism has increased by 444%, Bahrain has seen a 58% increase from 2018 to 2022, and Jordan has reached a 35% increase. Basmah anticipates that women will increasingly take on leadership roles in C-suite positions and company boards. She also notes a growing trend of women-owned high-tech startups in the tourism sector. Basmah Al-Mayman’s work continues to drive progress and empowerment in the tourism industry, setting an example for women and leaders around the world.
“Today, Basmah proudly serves as the first Saudi Regional Director within the UN System, representing the rapidly growing tourism sector in the Middle East.”