Skift Forum Europe

24 March 2022

On 24 March 2022, in his capacity as a member of the Global Advisory Board for The Red Sea Development Company, Piers Schmidt joined fellow Advisory Board member Sue Harmsworth in discussion with Skift President Carolyn Kremins to explore Regenerative Travel and the Future of Global Tourism.

Regenerative Travel and the Future of Global Tourism

The Red Sea Development Company was set up in 2018 to design and build one of the most ambitious regenerative tourism projects ever devised: a luxury destination along Saudi Arabia’s stunning and largely untouched Red Sea coast.The remit is clear: to develop the area into a year-round, luxury destination — one driven by a program of unforgettable, personalized tourism experiences, which also protects, preserves and enhances the local environment through its fully regenerative approach, thereby setting new standards in large-scale sustainable tourism.

In this video from Skift Forum Europe, Sue Harmsworth and Piers Schmidt, speak with Carolyn Kremins, Skift’s president, about the project’s colossal vision and scale — reaching roughly the size of Belgium — and how it stands to set new standards in destination luxury and wellness, while transforming the way the industry approaches macro development and sustainable projects in the future.

  • Regenerative Tourism: A broad overview TRSDC’s new regenerative tourism project along the Red Sea, as part of Saudi Arabia’s Vision 2030 program and its goal to “reinvigorate, revitalize, renew, and reform.”
  • Colossal Scale: Why this new project stands to be one of the largest new developments in the world while remaining fully sustainable.
  • Luxury and Wellness: How the project dovetails in a cutting edge “barefoot luxury” approach, embraces culture, adventure, and wellness opportunities, and places Saudi Arabia at the forefront of the modern tourism map.
  • New Standards: How TRSDC is leading the the industry on a macro level, offering new learnings, approaches, and standards for future large-scale sustainable developers worldwide.


Luxury Branding is the leading consultancy that generates sustainable brand value within competitive premium segments of the tourism, travel, hospitality and real estate sectors.1

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With its unique blend of ‘calculated creativity’,
Luxury Branding empowers ambitious organisations to define and express how they are special, different and better: special for their affluent customers; different and better than their competitors.2

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Luxury Branding Founder, Piers Schmidt, and Ian R Douglas, Managing Director of Phoenix Global,
are the Co-Founders of Kingham Leigh, a dynamic partnership formed to design and develop innovative hospitality projects in Europe and beyond.3

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