TRSDC appoints two new members to its global advisory board

The Red Sea Development Company (TRSDC) appointed two industry experts to its global advisory board, it said in a statement today, June 13.

The new appointees, who have a combined experience of over 50 years in the hospitality and tourism sector, will play a pivotal role in directing the Red Sea project towards welcoming its first guests at the end of 2022.

Frances-Anne Keeler (ex-Tourism Australia and VisitBritain) and Piers Schmidt (Founder of Luxury Branding) join the company’s existing international advisory board of eight leaders in business, investment, tourism, sustainability and conservation with immediate effect.

John Pagano, CEO of TRSDC, said: “As we prepare to welcome our first visitors to the destination next year, our focus is turning towards how we share the treasures of the Red Sea Project. We are delighted to welcome the new Advisory Board members, whose experience will be instrumental in our preparation for launch.”

Frances-Anne Keeler has over 25 years of experience across hospitality and tourism, business and events and education and financial services. Having previously served as Tourism Australia’s deputy chief executive officer and VisitBritain’s executive director of Europe, she has led international strategy, marketing and operations across multiple markets.

Piers Schmidt brings over 25 years of experience in advising luxury brands. In 2002, Piers founded Luxury Branding, an advisory boutique for leaders seeking to create the world’s most hospitable brands.

The two advisors will join the roster of regional and international experts who currently advise the board of directors and executive management team of TRSDC.

The project has already passed numerous significant milestones and work is on track to welcome the first guests when the international airport and the first hotels open next year. All 16 hotels planned in phase one will be opening by the end of 2023.

Upon completion in 2030, the project will comprise 50 hotels, offering up to 8,000 hotel rooms and around 1,300 residential properties across 22 islands and six inland sites. The destination will also include a luxury marina, entertainment and leisure facilities.

Piers Schmidt  

Frances-Anne Keeler