Frankly Speaking | S13 E9 | Muin Serhan CEO of AMSA Hospitality

On this episode, we speak to Muin Serhan, the CEO of Amsa Hospitality in Saudi Arabia. The Kingdom set its sights on 100 million visitors by 2030 and hit that target seven years ahead of schedule. Many have called it a remarkable achievement, but one that’s now testing the limits of the country’s hospitality sector, with hotel shortages, soaring prices and a race to keep up with demand. So how can Saudi sustain that momentum without losing control of quality or cost? Who’s stepping up to deliver the infrastructure behind the vision? And how would the infrastructure handle the pressure of a global spotlight?