In the high-stakes world of Saudi Arabia’s Vision 2030, travel is no longer just about getting from point A to point B—it is the very infrastructure of a national transformation. But how do you take a legacy brand established in the 1980s and make it move at the speed of the future? For Tareq Alaqeel, the CEO of Bin Ghaith Travel & Tourism Co., the answer isn’t found in a software update, but in a philosophy he perfected over thirty years: the art of the ground game.
Headquartered in Riyadh and established in 1985, Bin Ghaith has long been a pillar of the Saudi travel scene. Under Alaqeel’s leadership, the company has pivoted from a traditional service provider to a strategic partner for the Kingdom’s most ambitious players, including the Public Investment Fund (PIF) and its subsidiaries, various Government Ministries, and the industrial & construction giants literally laying the foundations of the new Saudi Arabia.
The Education of a Ground-Up Leader
Alaqeel’s journey did not begin with a corporate title; it began with nearly thirty years of operational experience at Saudi Arabian Airlines. He didn’t just study travel; he lived it—starting in ground handling operations at Riyadh Airport before moving into high-pressure roles as Airport Manager across multiple international markets, including the USA, Europe, and the Far East. This global tour earned him numerous accolades from Airport Authorities, Ground Handling companies, and International Travel bodies.
For Alaqeel, managing international airports teaches a fundamental truth: while every culture is different, the need for reliability is a universal language. He possesses the macro-economic understanding of a global executive, but he still knows exactly how a single suitcase gets from the hold to the carousel.
The Six Pillars of Resilience: Navigating Growth
Every leadership journey involves navigating hurdles, and Alaqeel’s expansion of Bin Ghaith has been defined by his ability to address six specific challenges head-on. For Alaqeel, these obstacles laid the foundation for a more robust and dynamic organization.
Market Competition: In a field crowded with players, Alaqeel differentiated Bin Ghaith through radical personalization. By investing in branding and tailoring services to the specific needs of VVIP and corporate clients, he moved the company beyond commodity travel into the realm of exceptional customer service.
Adapting to Regulatory Changes: The travel sector is a landscape of shifting policies and visa requirements. Alaqeel established a robust compliance framework and maintained close ties with local authorities, ensuring the company could pivot as fast as the laws changed.
Economic Fluctuations: When demand shifted due to economic downturns, he diversified the service portfolio. By strengthening ties with existing corporate clients while targeting new leisure markets, he insulated the company against market volatility.
Technological Integration: Rather than fearing digital disruption, he committed to the latest tools. Enhancing the online booking platform and adopting data analytics for better decision-making allowed Bin Ghaith to stay ahead of the curve.
Building a Skilled Team: Recognizing that a company is only as good as its people, Alaqeel prioritized a positive work culture. By providing training and development, he built a workforce capable of adapting to the industry’s evolving needs.
Crisis Management: The COVID-19 pandemic was the ultimate hurdle. Under Alaqeel’s guidance, the company shifted to domestic travel and enhanced communication strategies, turning a global crisis into a lesson in organizational agility.
Looking back on these milestones, Alaqeel reflects, “These challenges have instilled resilience and adaptability in my leadership approach. I learned that a successful CEO must be open-minded and willing to pivot strategies in response to changing circumstances.”
A Mission of Trust and Innovation
When Alaqeel stepped into the role of CEO, his mandate was to empower Saudi Arabia’s tourism through innovation and trust. To execute this mission, he works closely with a team of seasoned experts, including Chief Commercial Officer Mustafa Alam Siddiqui, to ensure the company offers a comprehensive suite of services that meet the highest international standards. Today, Bin Ghaith specializes in MICE (Meetings, Incentives, Conferences, and Exhibitions) and VVIP transportation, alongside seamless visa issuance and complex corporate travel management.
Under his guidance, the company has pushed for Smart Tourism Development, integrating digital kiosks and advanced information systems at key attractions to facilitate seamless travel. Yet, Alaqeel remains a self-described “people-first” leader. He states, “By investing in our team, we’ve built a skilled workforce that is well-equipped to deliver excellent services and adapt to the evolving needs of the travel industry.”
Mapping the Future: Beyond the Horizon
Looking toward 2026, Alaqeel is architecting a future where travel is a sustainable, deeply personalized experience. His roadmap integrates immersive discovery through the deployment of Virtual Reality (VR) tools, allowing clients to “test-drive” destinations from the silent majesty of AlUla to luxury Red Sea retreats. This vision is rooted in a sustainable soul, where the company partners with local communities to ensure tourism growth preserves the Kingdom’s natural wonders. Furthermore, Alaqeel remains committed to safety and hygiene as a permanent pillar of his service, ensuring that rigorous health protocols provide travelers with the peace of mind that has become a core value in a post-pandemic world.
The Visionary’s Final Word
Tareq Alaqeel’s path from the airport floor to the CEO’s office is more than a success story; it is a blueprint for the modern Saudi entrepreneur. He has proven that you can honor a legacy that began in 1985 while building the infrastructure of 2030.
Alaqeel has emerged as a leader who understands that clear communication and customer-centric solutions are the foundational elements for growth. As he looks toward the company’s next chapter, he says, “By addressing these challenges head-on, we have emerged as a more robust and dynamic organization, better equipped to navigate the complexities of the travel and tourism landscape as we continue to expand.”
His core advice to the next generation is to understand the mechanics of the industry before trying to manage the machine. By blending thirty years of operational grit with a visionary’s appetite for change, Alaqeel isn’t just moving people—he is helping a nation find its way into the future.