Samer Al Juhani

Director of Events and Experience

With over 16 years of experience across Saudi Arabia’s culture, tourism, heritage, and destination development sectors, I have dedicated my career to creating meaningful experiences that connect people, places, and stories. Currently, as Events & Experience Director at the Strategic Office for Developing Al Baha Region, I lead initiatives that bring together culture, community engagement, storytelling, and tourism. My journey has also included leadership roles with the Ministry of Culture, Heritage Commission, and Ministry of Tourism. I believe the most successful destinations are built around people and authentic experiences. My focus is on preserving local identity, empowering communities, and creating lasting value for residents and visitors, while contributing to the ambitions of Saudi Vision 2030.