The Red Sea Development Company (TRSDC) has appointed two industry experts with a combined experience of over 50 years in the hospitality and tourism sector to its global Advisory Board.

The new appointees will play a pivotal role in directing The Red Sea Project towards welcoming its first guests at the end of 2022, said the master developer in a statement.

Former-Tourism Australia and VisitBritain executive Frances-Anne Keeler will join Luxury Branding founder Piers Schmidt and the remaining eight “world-leaders in business, investment, tourism, sustainability and conservation with immediate effect,” said TRSDC.

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, and launched her own tourism strategy consulting firm.

Fellow introductory board member Piers Schmidt also brings over 25 years of experience in advising luxury brands, including the launch of Luxury Branding, an advisory boutique for leaders seeking to create the world’s most hospitable brands, in 2022.  His experience includes the branding and roll-out of One&Only Resorts, extending the Giorgio Armani brand into hospitality and codifying five trophy assets into the Dorchester Collection.

John Pagano, CEO of TRSDC added: “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.”