What does it take to turn a nation into a world-class destination — and still lead with humility, heart, and hustle? In this episode of Luca’s Insight Track, host Luca Allam sits down with Haitham Mattar — the dynamic CEO of IHG for the Middle East, Africa, and South Asia, and a legendary force behind Saudi Arabia’s tourism transformation.
From his humble beginnings as a dishwasher in Georgia to managing over 200 hotels and 24,000+ staff, Haitham’s rise through the hospitality world is a masterclass in perseverance, vision, and service. He shares the powerful story behind his bestselling book “Pots, Pans & Five-Year Plans”, reflecting on what it means to grow through failure, tame your ego, and stay grounded even at the top.
Luca and Haitham revisit their groundbreaking work launching Saudi Tourism to the world — a campaign that changed perceptions, challenged stereotypes, and invited the world to discover a nation’s untold stories. With candor and charisma, Haitham breaks down the hard truths behind rebranding a country, building Ras Al Khaimah’s record-breaking zipline, and finding meaning in hospitality beyond check-ins and room service.
This episode is more than a leadership journey — it's a deep dive into the soul of service. Haitham opens up about executive vulnerability, the future of hospitality in a digital age, and the war for young talent. He talks about impostor syndrome, redefining success, and why Generation Z needs a new narrative about hard work, purpose, and pride in the guest experience.
Whether you're a hospitality professional, a curious traveler, or someone passionate about the art of building culture through people and places, this conversation will inspire you. It’s about leadership with empathy, ambition with humility, and how real transformation begins — at the front desk.
Tune in to hear how serving others is still the highest virtue in 2025, why airlines matter more than ever to tourism, and how one man's passion helped reshape the image of an entire region.