Nada Wael Farouk founded Turismo in November 2020 to address the lack of organization in tourism activities in the Middle East and North Africa. The app aims to digitize tourism, hospitality, and entertainment in the MENA region, catering to the unique interests of Gulf Cooperation Council (GCC) travelers. Rather than offering holiday packages like other travel companies in the region, Turismo partners with local vendors to showcase standalone activities such as dhow cruises, pearl kayaking, and desert safaris on their platform.
Farouk identified several problems in the tourism industry that she hoped Turismo could solve, including low profit margins for vendors, poor customer experience, and a lack of awareness about hospitality operations at cultural sites. She envisioned a localized platform that aligned with the respective visions of the countries it operates in, such as digitizing sports and cultural tourism leading up to events like the 2022 FIFA World Cup in Qatar. Turismo targets a niche audience of Millennials and GenZ travelers rather than a broad demographic.
In addition to building Turismo, Farouk has also taken on a role as a transformation and strategy consultant at consulting firm PwC in the Middle East, where she helps organizations develop and refine their strategies. She shared advice for entrepreneurs, emphasizing the importance of being honest with oneself when something is not working, facing challenges with versatility, confidence, and faith in one’s hard work paying off, and prioritizing mental health. Farouk believes in the value of surrounding oneself with individuals who are further ahead in their journey, with a bigger vision, more experience, and a broader perspective to facilitate personal growth and achievement.
Farouk views Turismo as the right solution at the right time for the MENA region, aiming to address key issues in the tourism industry and provide a platform for unique and localized travel experiences. By partnering with local vendors and focusing on standalone activities tailored to GCC travelers, Turismo seeks to offer a personalized and authentic travel experience. Farouk’s decision to launch Turismo reflects her belief in the potential for digital transformation in the tourism sector and her commitment to creating a platform that aligns with the cultural and economic context of the region.
As Farouk continues to lead Turismo and pursue opportunities for growth and development, she remains dedicated to learning from others and surrounding herself with individuals who can offer new perspectives and insights. By prioritizing personal growth, mental health, and honesty in facing challenges, Farouk exemplifies the qualities of an effective entrepreneur. With her passion for innovation and commitment to creating positive change in the tourism industry, Farouk is poised to make a significant impact through the continued growth and success of Turismo in the MENA region.
