National Experts Program | Sarah Luqman

NEP 4.0

Name
Sarah Luqman
Sector
Tourism and Hospitality
Designation
Marketing Director, Creative Media Authority

With a strong background in destination marketing and strategic brand development, Sarah brings a unique perspective to positioning places, experiences, and organizations so they resonate with both local communities and international audiences. Her expertise spans cultural tourism, branding, and sustainable development, enabling her to design initiatives that reflect the UAE’s rich heritage while aligning with its future ambitions.

Through the National Experts Program, Sarah collaborates with key stakeholders to drive initiatives that support economic diversification and strengthen the UAE’s global positioning as a hub for tourism, culture, and innovation. Her mentorship within the program has centered on advancing strategies that integrate brand identity, investment narratives, and destination competitiveness.

As Marketing Director for Saadiyat Island at Miral, Sarah led the promotion of the island as a transformative luxury destination, creating and executing integrated campaigns and tactical initiatives in partnership with travel operators, sales teams, and cultural institutions. Her leadership elevated the island’s profile internationally while enhancing its competitiveness in the global tourism marketplace.

Previously, she served as Manager of Sustainable Cities Marketing at Masdar, where she communicated the brand’s vision for innovation and sustainability, and as Brand Manager at TwoFour54, shaping Abu Dhabi’s media hub identity. She also gained experience at Aldar Properties within marketing and communications, contributing to the alignment of brand narratives with business growth.

Sarah’s career is underpinned by a Bachelor of Business Administration from the American University in Dubai. She is an alumna of the Dubai Women Establishment’s Innovation Leaders Program, held with Ashridge–Hult Business School in the UK, and completed the three-year Graduate Development Program at Sandhurst in London. These experiences have strengthened her strategic leadership capabilities and her ability to navigate cross-sector, high-impact initiatives.