It is nearly impossible to discuss the business without the country’s grander narrative drifting into the room – Vision 2030, the sweeping reimagining of what Saudi Arabia is now permitted to become. “Today, because of the changes happening through Vision 2030, there is much more space for entrepreneurship, tourism, cultural experiences, and new businesses to grow,” Alsadoun says. “As a female founder, I’m especially proud to be part of this change.” She is careful, though, never to let HiHome be mistaken for a rival to the kingdom’s vast, state-backed developments. “HiHome focuses on something much more intimate – the people and communities behind the destination,” she says. “I believe these different parts of the tourism ecosystem complement each other.”
