ATM Insights

In the first episode of the ATM Insights series, Nick Hall dives into the transformative partnership between Red Sea Global and PADI. Joined by Joanne Wiggan, Associate Director of Destination Development Marketing at Red Sea Global, and Ashley Levy, Director of Marketing Communications at PADI, this episode explores how a shared commitment to regenerative tourism and authentic storytelling is reshaping perceptions of Saudi Arabia as a world-class diving destination.Discover how female ambassadors like Taghrid and Nouf are breaking barriers, why authentic content outshines traditional advertising, and how strategic partnerships can build credibility for emerging destinations. From breathtaking underwater experiences to holistic visitor journeys, this conversation reveals the power of collaboration in redefining tourism.Tune in to learn how Red Sea Global and PADI are setting a new standard for destination marketing through shared values, organic storytelling, and a long-term vision for growth.