Latest from Sofia:
Sofia Santos is a strategic advisor, bringing over 18 years of international experience advising governments, destinations, and leading brands on how to position themselves in competitive global markets. As a Director in APCO’s Riyadh office, she specializes in developing integrated marketing and communications strategies, policy alignment and stakeholder engagement plans that translate complex objectives into measurable impact. Sofia currently leads several global projects for MENA clients, guiding the creation and delivery of large-scale tourism, destination, and nation branding initiatives in line with national visions.
Building Nations. Shaping Destinations. Inspiring Journeys.
Prior to joining APCO, Sofia has led destination marketing campaigns for Abu Dhabi Department of Culture and Tourism and served as country manager for Middle East & Turkey at Visit Britain. Her experience also extends to the private sector, where she served as marketing director Marriott Hotels & Resorts and other tourism ecosystem companies across Middle East and Europe. These experiences have honed her ability to navigate cultural nuances, build coalitions, and deliver high-value results in complex, multi-stakeholder environments.
Earlier in her career, Sofia worked in brand development, market research, event management and business development, gaining hands-on expertise in customer experience design, market intelligence and partnership building. She holds an MBA and is currently pursuing a Doctorate in Business Administration (DBA), with a research focus on blockchain in tourism. She is multilingual, speaking English, Portuguese, Spanish and French.