Aseel’s passion is to inspire young Saudis; to encourage, and motivate them to embrace a career in hospitality, her role at NEOM (Saudi Arabia’s visionary Giga project on the Red Sea coast) aligns perfectly with this. As part of the Hotel Development team, Aseel is responsible for driving the development and implementation of its workforce development strategy, which is aimed at creating an empowered and competent pipeline of future leaders in hospitality.

A fluent English speaker with Arabic as her mother tongue, Aseel holds a bachelor’s degree in business administration and a master’s degree in Hospitality and Tourism Management from Ken State University where she was recognized with the International Alumni Award, which is bestowed to students who have gained global recognition in their respective fields.

Apart from her international credentials, Aseel also has a deep understanding of the region, having previously worked in Dubai and Abu Dhabi. She was also part of the inaugural cohort of post graduate employees at NEOM which saw only ten high potential candidates selected from more than 12,000 applicants.

Aseel began her career at NEOM within its tourism department, making significant contributions towards its tourism strategy by developing a variety of marketing collateral including compelling audio and visual campaigns. She is now a ‘Rising Star’ in NEOM’s Hotel Development business unit having recently been awarded as such at the inaugural ‘Leaders in Hospitality Awards KSA’ held by Hotel & Catering News Middle East.