At this year’s Future Hospitality Summit (FHS) 2025, one conversation stood out. It came from a company that’s been quietly transforming hospitality where it matters most: in Saudi Arabia’s growing secondary cities. This transformation is vital for Saudi Hospitality’s Future.
Bandar Adnan Abdulmajeed, Chief Brand & Marketing Officer at AMSA Hospitality, shared not just what his company is doing. He explained why it matters for Saudi Hospitality’s Future.
Building Hospitality Where It’s Needed Most
AMSA Hospitality was founded in 2022 with a clear purpose: to operate and invest in hotels across Saudi Arabia. They focus especially on cities that often don’t get the spotlight. Today, they manage three properties—Rison at the Art Airport, Rison Medina, and Mercurism in Mushet. However, their ambition goes much further, seeing these areas as key to Saudi Hospitality’s Future.
“There’s a real gap in hospitality services in secondary cities,” Bandar explained. “That gap is an opportunity.” This opportunity underpins Saudi Hospitality’s Future.
With demand on the rise and strong backing from development goals, AMSA sees these cities as the future of authentic, locally grounded tourism.
A Company Built Around People
What really stood out was AMSA’s focus on people—not just guests, but the teams behind the scenes. In their mission, AMSA has built its own internal academy. This academy trains staff in every touchpoint of a guest’s journey—from the front desk to room service to dining.
“We want every guest to feel cared for at every step,” said Bandar. “That only happens when your staff is properly trained and empowered.”
This isn’t about quick wins. AMSA is playing the long game: training local Saudi talent to not only meet—but exceed—global hospitality standards.
Showing Up, Connecting, Growing
Bandar shared that attending FHS 2025 was more than just brand presence. It was about building relationships and learning from peers. “There’s so much energy here,” he said. “We’ve had great meetings, solid leads, and lots of conversations that could grow into something real.” These interactions are essential for the continued growth of Saudi Hospitality’s Future.
With a marketing mindset, Bandar emphasized how important platforms like FHS are for positioning AMSA in a competitive market. He showed how a Saudi company can lead with service, not just scale.
About FHS 2025
FHS isn’t just another hospitality event—it’s where Saudi Arabia’s tourism vision comes to life. This year’s summit focused on themes like investment, innovation, sustainability, cultural integration, and human capital. Initiatives like FHSWomenPower, Startup Den, and Destination Tomorrow gave voice to future leaders. They helped connect bold ideas with real opportunity.
With speakers from across the globe and the Kingdom, FHS 2025 proved one thing: Saudi Arabia isn’t just catching up—it’s setting the pace.
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As the hospitality industry in Saudi Arabia advances toward Vision 2030, BM Events stands ready to support its evolution. As a leading recruitment manpower agency, we specialize in providing reliable, well-trained professionals for hotels, restaurants, and large-scale events. Our focus on quality and service makes us the preferred hospitality staffing agency for organizations that demand excellence.
