Department AchievementsWhat ChangedThe GCEO Protocol Office assumed ownership of corporate gifting, transforming it from a limited, repetitive practice into a governed protocol function aligned with representation standards. Through strategic curation and vendor alignment, cost variance between gifting options has been significantly reduced while maintaining the same level of quality, craftsmanship, and presentation.What We Do We manage the end-to-end corporate gifting process through a structured framework that includes curated gift options reflecting Diriyah’s heritage and future vision, standardized presentation and handover protocol, advance placement of gifts, and full tracking of gifts given and received, supported by supply in storage, documentation and imagery.Why It MattersCorporate gifting is a reflection of identity and intent. This approach ensures gifts are meaningful, appropriate, cost-effective, and consistently presented, reinforcing professionalism, strengthening relationships, and protecting Diriyah’s image at every engagement.Corporate Gifting02.8
02.9 Department Achievements
Department AchievementsWhat ChangedAs part of the GCEO Protocol Office enhancement initiative and our commitment to elevating the visitor experience, we introduced a concise post visit survey. This survey is designed to capture immediate, high value feedback that helps us understand what is working well and, more importantly, where we should further enhance the protocol visitor experience.What We DoAfter each visit, the assigned protocol representative sends the survey through approved communication channels. The survey takes approximately 40 seconds to complete and capture focused feedback on the overall visitor experience.Why It MattersThis initiative strengthens our ability to deliver a consistently exceptional protocol experience. By listening directly to our visitors through a quick and purposeful feedback mechanism, we ensure continuous alignment with GCEO standards, proactively address improvement areas, and drive meaningful enhancements that leave a lasting positive impression on every visitor.Post Visit Survey 02.9
Department Achievementsكان الفريق بقيادة األستاذخالد بن بصيص عىل درجة عاليةمن االحرتافية في الرتحيبوالتنظيم والتواصل والتنسيق.We had a perfect visit - thank you and we look forward to visiting again!ً ً جزيًال لكم عىل حنس وحفاوة شكرًااالستقبال والتنظيم؛ جولة عىل الرغم من رسعتها عشان الوقت ما سمح إال أنها كانت اكرث من رائعة.Thank you so much for your help and for coordinating this wonderful visit.Abdulaziz from protocol was the lead on this and he did amazing. Thank you to you sir for your continuous supportThank you for all the support and help you gave me in organizing Arsenale’s 3rd Advisory Board. The people working in Diriyah truly impressed us, and I am grateful for the outstanding organization and care you showed us throughout.You are doing a remarkable job that will surely stand as an example for the entire world.
Department AchievementsThank you for having Philip and myself at Turaif. Latifa and Abdullah did a great job and it helped me immensely. Very grateful. - Ulrikeنواف شخص أكرث من رائع ً مهتم جًدا لنا وماقرصعمل رائع وتمت االشادة بالحفاوة واالستقبال والجولة الرائعة فيمعالم الدرعية من قبل الوفد بشكل عام كما نشكر االخ عبدالمحنسعىل تمزيه وحرصه ودقة المواعيدAbdulmohsen, I am writing to thank you for your assistance and that of your team during the visit to Diriyah of the Honourable Todd McClay, New Zealand Minister. The visit was an excellent showcase of Saudi Arabia’s culture and heritage. The briefing given was well pitched and the duration of the visit was perfect. The Minister very much enjoyed this occasion.Shukran Jazilan!Abdulaziz from protocol was the lead on this and he did amazing. Thank you to you sir for your continuous support
Department AchievementsWhat We Do Quietly Shapes What Others Experience02.10
Department AchievementsWhat ChangedThe GCEO Protocol Office established standardized requirements for all MoU’s and signing ceremonies to ensure consistency, protocol compliance, and a single standard of representation.What We DoWe govern and oversee the full protocol setup for MoU’s and signing ceremonies, including the designated signing venue, use of digital backdrops, seating and witness hierarchy, flag placement, table setup, hospitality standards, signing materials, and coordination with all involved parties. All ceremonies now follow one approved format, regardless of the hosting department or external partner.Why It MattersMoU’s and signing ceremonies are highly visible moments that reflect institutional credibility. Standardizing their execution ensures clarity, professionalism, and consistency, while eliminating protocol violations and fragmented representations.Unified MoU’s & Signing Ceremonies02.10
Department AchievementsBeginning of 2025
Department AchievementsEnd of 2025
Department AchievementsStandard practices were introduced forThe Protocol Travel Guide is now a foundational reference for all official travel.Cultural sensitivityProfessional Appearance & PresenceOfficial representation etiquetteFlag handling abroadTitles& forms of AddressProtocol seating overseasProtocol Representation & Travel Etiquette02.11
Department Achievements 02.11
02.12 Department Achievements
Department AchievementsWhat ChangedThe GCEO Protocol Office elevated the management of the Group CEO’s international engagements to a higher standard by assuming all external appearances from early calendar confirmation and stakeholder alignment to on-site execution, supported by direct coordination with organizers and hosting entities.What We DoWe manage end-to-end coordination across travel, logistics, accommodation, transportation, and scheduling, and prepare the CEO for each appearance through Protocol Briefs covering flow, timing, event environment, key talking points, and expectations. This includes providing bios and background notes on interviewers, panelists, and key attendees, identifying priority individuals to meet, advising on dress code and representation tone, and accompanying execution when required to maintain real-time control of timing, flow, and protocol.Why It MattersThis enables the GCEO to enter every engagement informed, aligned, and contextready, not only scheduled. It strengthens leadership presence, supports strategic relationship-building, protects representation, and ensures Diriyah is consistently presented at the highest international standard on global platforms.GCEO Protocol Representation - Business Trip Journey02.12
Department AchievementsThe Protocol Department is now actively involved in the GCEO’s business trips, ensuring protocol alignment and seamless execution across all high-level engagements.Protocol Is Embedded Wherever Leadership Represents The Organization.FIIMiami, USA February 2025U.S.-Saudi Investment Forum Washington DC, USA November 2025
Department AchievementsWEFDavos, Switzerland January 2025BSF Leader ForumLondon, UKSeptember 2025FIITirana, Albania May 2025 Milken Institute Middle East & Africa Summit Abu Dhabi, UAE December 2025Formula E Jeddah, KSA February 2025WTTCRome, Italy September 2025EHL Hospitality Business School Lausanne, Switzerland September 2025Peer-to-PeerMilan, Italy September 2025
U.S. - Saudi Investment forumNovember 2025, Washington DC, USA
Protocol Is Evolving Into A Digitally Enabled Center Of Excellence.
02.13 Department Achievements
Department AchievementsThis year marked the kickoff of digitalizing the Protocol Department, laying the foundation for smoother processes and more efficient, technology-driven operations.Key FeaturesDigitalization Master Data – User ProfileA centralized record of VIP profiles, precedence, preferences, and engagement history.Centralized Platform – Digital DashboardOne platform providing real-time visibility of all protocol activities, timelines, and approvals.Digital Playbooks – Protocol BriefsStandardized digital guidelines ensuring consistent and accurate protocol execution.Annual CalendarA consolidated view of all protocol engagements to support planning and coordination.Gifting InventoryDigital tracking of protocol gifts, quantities, approvals, and allocation history.Invitation ManagementDigital guest list, RSVP, and attendance tracking in one system.AI AgentAI support for protocol planning, data retrieval, and decision assistance.Automated Seating PlanSystem-generated seating based on precedence, hierarchy, and sensitivities.02.13
Design & Development
Transforms Protocol Standards Into Consistent Execution
Design and DevelopmentThe introduction of newly developed assets enhances the visual identity, creating a more cohesive setting. This upgrade elevates the formality of the moment while reinforcing Diriyah’s brand presence and attention to detail during high-level engagements.03.1PodiumSigning Table
Design and Development 03.1High Table
Design and DevelopmentReady & Responsive,Even in Challenging Conditions03.2
Design and DevelopmentNew branded umbrellas were developed for VIP guests to enhance comfort and ensure a polished, consistent experience during outdoor arrivals and movements.Protocol Enhancements—VIP Umbrellas03.2
03.3 Design and Development
Design and DevelopmentProtocol Enhancements— Car AccessStandardized vehicle and access stickers for GCEO Protocol Office operations, enhancing access control in line with protocol standards.03.3
03.4 Design and Development
Design and DevelopmentName tents were designed to ensure clarity, accuracy, and adherence to official precedence, supporting seamless seating execution and minimizing the risk of misplacement during high-level engagements.03.4Protocol Enhancements— Name Tent
A Year in Review...Reflections & Acknowledgements
ReflectionsBefore 2025Prior to 2025, protocol operations were largely managed through manual processes. Information was spread across multiple documents, emails, and individual trackers, making coordination time-consuming and highly dependent on personal follow-ups.While the team ensured successful delivery through experience and close collaboration, the lack of centralized systems limited real-time visibility, consistency in documentation, and the ability to scale efficiently across an increasing number of high-level engagements.04.1
ReflectionsBy the end of 2025, protocol operations evolved into a more structured and centralized system. Key processes were streamlined through standardized frameworks and clear governance tools that enhanced transparency, accuracy, and cross-departmental alignment. This transformation enabled the Protocol function to operate with greater agility and support leadership engagements with a higher level of preparedness, consistency, and strategic impact.End Of 202504.1
Protocol Gallery
Ensures That Each Moment Lives Beyond Its Time
January 2025, HQ VisitMr. Giuseppe MarottaChairman & CEO of Inter MilanJanuary 2025, HQ VisitMr. Giorgio ChielliniHead of Football Institutional Relations at Juventus Football Club
January 2025, At-Turaif VisitH.E. Asaad Al-Shaibani & Mr. Murhaf Abu QasraMinister of Foreign Affairs & Minister of Defense in Syria
January 2025, Opening CeremonyEng. Khalid bin Salim AlGhamdiCEO of the Saudi Electricity Company
January 2025, Opening CeremonyEng. Khalid bin Salim AlGhamdiCEO of the Saudi Electricity Company
February 2025, HQ VisitFebruary 2025, HQ VisitMr. Michiel BakkerH.E. Lars Løkke RasmussenPresident of the Culinary Institute of AmericaMinister of Foreign Affairs of Denmark
February 2025, At-Turaif Visit February 2025, HQ VisitMr. Yusuf TekinMr. Charles F. StewartMinister of Nation Education of TurkeyCEO of Sotheby’s
February 2025, HQ VisitFebruary 2025, HQ VisitMr. Kostas FragogiannisH.E. Hishammuddin HusseinDeputy Foreign Minister for Economic Diplomacy in GreeceMember of the House of Representatives of Malaysia
March 2025, Signing CeremonyMarch 2025, HQ VisitBanque Saudi Fransi x Diriyah CompanyMr. Christopher MaresCEO of Boutique Group
March 2025, HQ VisitDr. Fabien FresnelCEO of The Riyadh School of Tourism and Hospitality
April 2025Mr. Gerard J. Inzerillo Speach at the PIF Alpha
April 2025, HQ VisitPrince Fahd bin Saad bin Abdullah bin Turki Al SaudGovernor Of Diriyah
April 2025, At-Turaif VisitApril 2025, HQ Visit & Bab SamhanMr. David MarriottChairman of the Board of Marriott InternationalH.E Hassan Al-MaadeedSpeaker of the Advisory Council of Qatar
April 2025, HQ VisitApril 2025, HQ VisitMr. Louis FerlaMr. Dario RineroChief Executive Officer of CartierCEO at Lifestyle Design (former Poltrona Frau Group)