FaceOf: Salman Gasim, CEO of Jeddah-based Swiss Hospitality Co.
Gassm is also the co-founder of SEA Ventures founded in 2017 in Jeddah
He holds a bachelor’s degree in the art of hospitality management and events from the University of Derby in England
Updated 06 March 2019
Arab News
Salman Gasim has been the chief executive officer at the Swiss Hospitality Co. (SHC) since 2014.
The SHC, a Jeddah-based firm, was established in 2014 and built around Swiss hospitality standards, combined with Saudi cultural values.
Gasim is also a board member of the Saudi-Swiss Business Council (SSBC), which falls under the Saudi Council of Chambers of Commerce and Industry.
The aim of the SSBC is to assist Swiss and Saudi businessmen to maintain effective communication and to provide means to stimulate bilateral trade and investment.
Gassm is also the co-founder of SEA Ventures founded in 2017 in Jeddah. It aims to develop highly skilled entrepreneurial leaders whose enterprises will develop their countries to a brighter sustainable future.
He is also the executive director of the Swiss Arab Network based in Zurich Area, Switzerland since 2017. It is a Swiss nonprofit association that strives to bridge gaps, promote sustainable exchange and intensify the mutual understanding among Swiss and Arab people. Gasim has been a representative of the Swiss Education Group based in Montreux, Switzerland since 2015.
He holds a bachelor’s degree in the art of hospitality management and events from the University of Derby in England.
He also holds a higher diploma in hospitality and events management and a diploma in hotel operations management from the Swiss Hotel Management School in Montreux, Switzerland.
The SHC recently launched the “Saudi Tourism Training and Recruitment” (STTAR) accelerator program, aimed at boosting the careers of talented young people wishing to forge a path in the hospitality industry, in partnership with the Majid Society, a nonprofit, meritocratic organization focused on empowering disadvantaged people.
“In Saudi Arabia, we have hospitality in our DNA, but unfortunately, we don’t have the standards,” Gasim told Arab News. “We are trying to learn from the best, which is Switzerland.”
Sneakerheads from around world descend on Riyadh for Sneaker Con 2026
Capital’s edition highlights Saudi Arabia’s rising profile in global lifestyle, pop culture scene
Updated 10 sec ago
Rahaf Jambi
Sneaker Con 2026 brought global sneaker culture to the Saudi capital, transforming Cool Arena at Boulevard City this week into a vibrant meeting point for youngsters in search of streetwear and collectibles.
The event, which ran from Monday to Wednesday, is known for gathering collectors, resellers, brands, influencers, and fans under one roof, and its Riyadh edition highlighted Saudi Arabia’s rising profile in the global lifestyle and pop culture scene.
It featured a large-scale marketplace in which visitors could buy, sell and trade rare and limited-edition sneakers, supported by authentication services that ensured credibility and trust in a market driven by exclusivity.
Beyond commerce, the event offered panel discussions, live DJ sets, interactive challenges, art installations and appearances by regional and international creators, capturing the broader street culture that surrounds sneakers.
Free to attend with prior registration and running daily from late afternoon into the night, the event formed part of the wider Riyadh Season calendar, reinforcing the city’s ambition to host world-class cultural experiences that resonate with a young, creative and globally connected audience.
Sneaker Con 2026 brought global sneaker culture to the Saudi capital. (AN photo/Rahaf Jambi)
International brands from across the globe were among the standout participants. Puerto Rican brand We Got Kicks made its presence felt, with representative Jorge Andres highlighting the brand’s enthusiasm for entering the Saudi market.
Andres said the invitation to Riyadh marked an important milestone, and he told Arab News: “We really want to bring our brand to Saudi Arabia and raise awareness. Everyone here is very nice, and people genuinely care.”
Another major draw was Urban Necessities, a globally recognized consignment shop known for sourcing hard-to-find sneakers.
Jaysse Lopez, one of the brand’s founders, shared his journey and strong connection to Saudi Arabia. Originally from Puerto Rico and now based in Las Vegas, Lopez explained that Urban Necessities focused on rare pieces not commonly found in mainstream retail.
He said: “Urban Necessities is a consignment shop that focuses on all the things you don’t see every day: the hard-to-find sneakers. It’s for all walks of life.”
Lopez noted that the brand has been present in Riyadh for nearly three years, with a store in Boulevard City, and had played a role in helping bring Sneaker Con to the Kingdom.
Speaking about popular collaborations, he highlighted the continued demand for Travis Scott releases.
Sneaker Con 2026 brought global sneaker culture to the Saudi capital. (AN photo/Rahaf Jambi)
“He has a very big following, and his collaborations with Nike and Jordan always sell out,” Lopez said. “The demand is extremely high.”
Reflecting on his visits to the Kingdom, Lopez described Saudi Arabia as a place of rapid change and opportunity, and added: “This is my third time here. It’s amazing to see how much has changed in just one year, and over the three years I’ve been coming.
“The people are kind, the culture is beautiful, and it gets harder to leave every time.”
Regional participation was also strong. From Qatar, sneaker brand Size Run took part in the event, represented by Hussain Nabeel, who described the experience as overwhelmingly positive.
Nabeel said: “From the first day it was fantastic for us. We are very happy to be here and to show everyone who Size Run is.”
He added that the brand aimed at strengthening connections across the Gulf, saying: “We have online platforms, and we can ship to Saudi Arabia for free.”
Local Saudi businesses also used Sneaker Con as a platform. Siraja, a Saudi brand specializing in customized apparel and brand development, highlighted its locally based production capabilities.
Waleed Al-Khaled, representing the brand, said the company’s mission was to support aspiring entrepreneurs, and added: “Anyone who wants to start a business and doesn’t know how to, we are here to help — from design to production, all made in Riyadh.”
By attracting international, regional, and local players, Sneaker Con Riyadh underscored the Kingdom’s growing influence in global sneaker and streetwear culture.
The event served as a cultural exchange, reflecting how Riyadh is positioning itself as a hub where global trends meet local creativity.
