Trailblazing: The Traveling Panther's journey to redefine tourism in the Kingdom

Up until eight years ago, Princess Fahda Bander Al Saud and Manayer AlSharekh were like most travellers – experiencing corporate burnout or a life-altering event before stepping out of their comfort zones to see what the world had to offer. But after every trip, a thought lingered: “a trip of a lifetime shouldn’t be once in a lifetime.” 

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The two friends channelled their passion for travel first into a travel photography blog, and eventually, a travel consultancy. Princess Fahda, a Saudi, and AlSharekh, who is Kuwaiti, along with three other women, co-founded The Traveling Panther (TTP), a bespoke experience-based consultancy that focuses on international ecotourism, local encounters, and raising consciousness about cultural compassions.  

It all started in 2015, when the five women planned a holiday to Cuba. After a decades-long political rift, the US was in the midst of reestablishing trade ties with the country, and then-president Barack Obama had just lifted the travel embargo. The Caribbean nation was relatively “unexplored” and hadn’t opened up to tourism yet. 

“We went through an entire process of figuring out how to access information,” CEO AlSharekh says. There were a lot of questions and unknowns, but the duo persisted. They reached out to local tourist guides, experienced providers, and vendors, and set out on a trip that proved to be one of a lifetime.  

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The following year, the Cuban tourism industry saw an unprecedented demand with a record number of tourists visiting. But by then, TTP had set up partnerships with vendors on the ground and were organising regular trips to Cuba. After their success on the island, they quickly mastered the art of planning trips to places that were not “your typical holiday destinations.” 

Since Cuba, the team has ventured out to Botswana, Zimbabwe, Scotland, and Mongolia – all before Instagram made it “cool.” 

“If you can plan your trip through Google, then it’s not a destination we’re interested in,” AlSharekh says. “The world has a lot more to offer than just getting on a plane and going to a restaurant or two. We believe in experiencing the destination and fully immersing yourself there.” 

Cultural immersion is particularly at the heart of TTP, according to Princess Fahda. “We really dive in, stay with locals, hear their stories, and develop a connection to the land we visit,” she says. “We try to understand it from their perspectives, instead of us, as tourists.” 

While TTP’s concept may have been inspired by their trips abroad, it flourished on home ground. In 2017, they set up headquarters in Riyadh and forged ahead with developing travel experiences – despite the lack of a tourism industry – in the country. They went scouting for locations and people, and one of the early jaunts they offered in the capital was in collaboration with an adventure group. 

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“Our business ethos has always been finding local providers, collaborating with them, and designing something creative with whatever we have,” the Saudi royal explains.  

Eventually, they developed a unique hiking experience at the mouth of a cave, just outside of Riyadh, which culminated in dinner and entertainment. The co-founders proudly tell us that the adventure group now offers the same itinerary to its tourists. 

The following year, Saudi opened up its tourism sector by offering eVisas for leisure travel. The women’s “first-mover advantage” in Cuba and foresight in the Kingdom paid off – they were well on their way to manage nearly 200 guests at the launch of Diriyah Gate Development Authority in Turaif.

In their first big project, the team served as cultural and tourism advisors. Where previously TTP used to partner with destination marketing companies in other countries, its role had now evolved into developing the tourism infrastructure in Saudi. Over the next five years, what followed was a lot of grassroots work. The team travelled around the Kingdom and built relationships with locals, set them up with licenses and the necessary paperwork, helped them scale their services and bring service levels on par with international standards. 

The trendsetters explain that a significant part of this work also involves introducing locals to industries that they didn’t have access to or an understanding of, such as the tourism industry. They cite the example of stumbling upon a home in Asir with a beautiful view of the mountains. “It was a matter of knocking on peoples’ doors,” AlSharekh says. “Telling them that they have a beautiful home and view, and explaining the idea of showcasing this [regional diversity and culture] to tourists and being a part of this new Saudi narrative. While the homeowner’s worldview was: ‘I just have land, so I should sell it off or build something here,’ because they’ve only ever seen the real estate industry.” 

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That very spot is now a home-style café that is frequented by tourists, according to the travel and adventure lovers. They liken this bottom-up approach of developing tourism as “discovering Saudi all over again.” Princess Fahda explains that the land already offers something special. “We just need to find, nurture, and showcase it in a way that preserves its culture and authenticity.” 

But even more so, the desire to develop Saudi’s tourism sector kept them going. “It’s contagious. You cannot help but get excited about the possibilities,” the princess adds. “We want to be a part of Saudi’s story.” 

Thanks to a deep understanding of the land, its people, and the drive to build a tourism ecosystem from the ground up, over the years, TTP has been called time and again to host celebrities and world leaders. When asked if dispelling stereotypes about the country is part of their work, the decision-makers believe that all it takes for people to change their minds about the country is simply one visit. 

“I believe that showcasing our country in the truest light is our calling,” Princess Fahda says. “We want to change the false stereotypes of our country with human connection and personal narratives. We believe in this land and what it offers its guests. It doesn’t take much for someone to see it – just come and see it for yourself.”  

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Experience Al Ahsa with TTP 

TTP’s first step in designing an experience is consulting with tourists on what kinds of interests they have and what they hope to achieve with the trip. Each experience is customised to the traveller’s unique hobbies, accommodations, and budget. For List readers, the team recommends a historical and culturally-immersive experience in Al Hasa. 

Start Off on a History Trail 

Learn about the history of the province and how King Abdulaziz bin Al Saud gained the allegiance of local tribes and worked to integrate the region into the Najd kingdom. Head to Al Uqair Fort, a Roman-style fort situated on the coast, where you will learn about the Uqair Convention of 1922, which saw the establishment of physical borders between present-day Saudi, Kuwait, and Iraq. Here, you will also learn about trade routes that link the Arabian Peninsula and the Indian Ocean. 

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Relax in the Shade of the World’s Largest Oasis 

Under the shelter of the world’s largest oasis – two and half million palm trees – sit back and take a sip of your freshly brewed gahwa, to be enjoyed with succulent dates from the oasis, of course. The team will take you through local farms, where you’ll have a chance to see traditional and modern farming methods. And as you walk by, you might catch a rift of the special date bread prepared by the oldest baker in Al Ahsa. As he prepares the bread, you’ll be mesmerised by his stories about Saudi through the ages.  

Next up, the oldest traditional souq in the province – Qaisariya Souq. Observe or engage with bisht artisans as they demonstrate the art of gold zari (thread) embroidery, which has been passed down from generations, featured on the traditional cloak for men. 

Mystery of the Yellow Lake 

End your Al Ahsa sojourn with a luxury 4x4 drive out to the Al Asfar or Yellow Lake. A naturalist can talk you through the lake’s abundant flora and fauna (like the wetlands and migratory birds). Watch the sun set over Al Asfar with a picnic.