Her Highness Princess Haifa Bint Mohammed AlSaud serves as an Advisor at the General Secretariat of the Council of Ministers for the Kingdom of Saudi Arabia.

Prior to her current role, Princess Haifa served as the Vice Minister of Tourism where she played a pivotal figure in transforming the tourism ecosystem. One of the pioneers responsible for building the sector from the ground up, Princess Haifa’s leadership was instrumental in steering high-impact, sustainable growth across the industry. Her dedication to Saudi Arabia’s tourism transformation is longstanding, first serving as Vice President of Strategy at the Commission for Tourism and National Heritage, then moving to the newly founded Ministry of Tourism in 2020 to take on the position of Assistant Minister for Executive and Strategic Affairs, before being appointed Vice Minister in 2022. Her leadership has guided the development and execution of the National Tourism Strategy, culminating in a multi-faceted ecosystem that now includes the Ministry of Tourism, Saudi Tourism Authority, Tourism Development Fund, Air Connectivity Program, and Saudi Red Sea Authority.
Additionally, Princess Haifa holds board positions in various organizations such as the Qiddiya Investment Company (a PIF company), Riyadh Air, AlAhsa Development Authority, Imam Faisal Bin Turki Royal Reserve, Jeddah Development Authority and the Tourism Development Fund.

Princess Haifa began her professional career in equity sales at HSBC and has since held several impactful roles, including the Secretary General of Formula E Diriyah ePrix, Chair of the Saudi-Emirati Youth Council, and Chair and Vice Chair of the Arab Fencing Federation Women’s Committee and the Saudi Fencing Federation respectively. Notably, during her leadership, the number of women on the official fencing team rose exponentially from zero to over 200.

Princess Haifa is an alumnus of the University of New Haven, USA, where she obtained her Bachelor of Business Administration, and London Business School, where she pursued her Master of Business Administration. She also has been selected as one of the Young Global Leaders (YGL) – class of 2023 – by the World Economic Forum.