We are delighted to bring you a Member Interview with Lara Maggiore, Southern Europe Markets Director, Saudi Tourism Authority
What’s your golden rule?
People first, always. Whether it’s crafting a visitor journey or leading a team, empathy and authenticity are what turn good ideas into meaningful impact.
Who has been your biggest influence?
Working on World Expos taught me a lot—especially that when bold ideas meet global collaboration, incredible things happen. The people behind those pavilions? Visionaries who believed in storytelling as a bridge between cultures. That stayed with me.
What is your most hated business expression?
“Don’t put all your eggs in one basket.” Too often, it’s an excuse not to give your full passion to the bold idea that truly matters. The projects that make a difference deserve full commitment.
What’s the smartest business idea you’ve ever had?
Reframing how we market destinations—not just showcasing places, but creating emotional experiences. It’s about changing perceptions. After all, “travel is fatal to prejudice.” — Mark Twain
Which leader do you admire most and why?
The women I’ve worked with over the years have taught me the most—leading by example and living the values of determination, resilience, and honesty.
What is on your mind the most right now as a marketing leader?
How to scale tourism without losing authenticity. As Saudi evolves as a destination, our challenge is to drive growth through international tourism partnerships and attractive products—while staying true to the hafawa (hospitality) of the Saudi people and positioning the Kingdom as the Heart of Arabia.
Why is being part of The Marketing Society important for your career?
Because great ideas rarely happen in isolation. Being part of this community is a chance to think bigger, share honestly, and connect with marketers who aren’t afraid to challenge the status quo.
Why does marketing matter to you?
Because it’s all about persuasion—and the power of stories to shift perceptions. Marketing done right changes minds, moves people, and shapes how we see the world.
Tell us something that’s not on your CV
I’m a true believer in serendipity when traveling—some of my best ideas have come from spontaneous conversations in unexpected locations around the world.
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