Shorouq Jameel

Shorouq Jameel Mufti is a Saudi tourism and cultural communications leader, a Saudi-born consultancy specializing in destination storytelling, tourism strategy, and cultural branding. With more than a decade of experience across global brand building, national consulting, and destination marketing, she has supported major Vision 2030 initiatives including the Royal Commission for AlUla, Aseer Development Authority, Jeddah Historic District, Cruise Saudi, Saudia Airlines, and others. Recognized as an advocate for tourism innovation, sustainability, and cultural entrepreneurship, Shorouq is also a mentor, advisor, and angel investor who has supported over 100 tourism and culture startups. Through her work, she continues to shape Saudi Arabia’s global narrative by connecting heritage, innovation, and authentic cultural experiences.