ITB Berlin Power 60
Jane Jie Sun
EXPANDING CHINA’S PRESENCE IN GLOBAL TRAVEL CEO & Director, Trip.com Group
Jane Jie Sun has been CEO of Trip.com Group since 2016, having risen through roles as CFO, COO and Co-President. Under her tenure, the company has expanded its global footprint, rebranded from Ctrip to Trip.com, and integrated acquisitions like Skyscanner to drive international growth. She is recognised for promoting gender equity and has been recognised as one of Fortune’s Top 50 Most Powerful Women on multiple occasions. Before joining Trip.com, she worked at Applied Materials (SEC & external reporting) and KPMG in Silicon Valley.
Fahd Hamidaddin
BUILDING THE VISIT SAUDI PLATFORM
Founding CEO and Chair of the Board, Saudi Tourism Authority
Sebastian Ebel
Fahd Hamidaddin was tasked with a rare challenge: building and scaling a national tourism authority from scratch. Appointed founding CEO of the Saudi Tourism Authority (STA) in 2020, he led the launch of the Visit Saudi brand and the rapid development of the organisation’s global trade partnerships, marketing channels and digital platforms. Established as a key pillar of Saudi Vision 2030, STA has been instrumental in changing global perceptions of the kingdom and accelerating its emergence as a major tourism destination. Under Hamidaddin’s leadership, STA has expanded its presence across priority international markets through integrated trade, air connectivity and marketing initiatives. This approach led to Saudi welcoming more than 109 million visitors in 2023, surpassing its 2030 tourism targets seven years early. Working across government and industry, Hamidaddin continues to position Saudi as one of the world’s fastest-growing destinations.
TRANSFORMING EUROPE’S BIGGEST TOUR OPERATOR CEO, TUI Group
Sebastian Ebel was appointed CEO of TUI Group in 2022. The long-time senior executive previously served as CFO and led the group’s hotels and cruises division, giving him a clear view of where complexity had built up across the business. As chief executive, Ebel has focused on financial discipline, rationalising the firm’s vast operations and reconnecting distribution with owned assets. His approach has been pragmatic rather than expansive, stabilising the business, protecting margins and positioning Europe’s largest tour operator to successfully compete in a leaner, more demanding travel market. co
H.E. Ahmed Al Khateeb H
MAKING TOURISM A CORE ECONOMIC SECTOR Minister of Tourism, Saudi Arabia M M
His Excellency Ahmed Al Khateeb was appointed Saudi Arabia’s Minister of Tourism in 2020, as the kingdom opened to international leisure travel. Since then, he has played a central role in positioning tourism as a pillar of Saudi’s Vision 2030 strategic roadmap, shifting it from a peripheral activity to a core economic sector. With a background spanning healthcare, infrastructure development and quality-of-life initiatives, Al Khateeb’s focus has been on building confidence among investors, operators and travellers, positioning Saudi Arabia as an emerging global tourism hub. H A o ha p it W de fo o em
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