His Excellency Mr. Ahmed Al Khateeb
Assistant Minister for Tourism
Princess Haifa is currently Assistant Minister for Tourism at the Saudi Ministry of Tourism where she is responsible for implementing the National Tourism Strategy, from establishing effective regulations, policies and processes that will support the local industry, through to facilitating ease of doing business for investors and ensuring quality standards are met across the sector.
She also sits on the board of directors at the General Authority of Civil Aviation (GACA), Qiddiya, the Tourism Development Fund (TDF), and the Tourism Development Council (TDC).
Previously, she occupied the role of Secretary-General of Formula E Holdings, where she was in charge of organizing the largest global Formula E event in Diriyah, outside Riyadh, and the first ever in the MENA region, attracting over 60,000 attendees and generating more than 113 million media impressions. She also occupied the role of Managing Director of Sports Economy at the Saudi General Sports Authority (GSA), where she led on projects that supported the development of SMEs within the sports ecosystem.
Her passion for fencing led her to take on the role of Chairman of Saudi Arabic Fencing Women’s Federation and Vice Chairman of the Saudi Fencing Federation, where she is credited for increasing the number of women on the official Saudi team from zero to over 200 today.
As an outspoken advocate on a variety of causes, she is one of the founding members of The Empowerment Hub, a nonprofit organization launched in 2014 which seeks to raise awareness on issues relating to women’s health. The organization mobilizes over 3,000 women and generates more that 1 million SAR in donations to local charities.
Her professional career began in equity sales at HSBC, in the UK then Saudi. She holds a Bachelor of Business Administration (BBA) from the University of New Haven, US, and a Master of Business Administration (MBA) from London Business School, UK.