BuzzAR co-founder, Ms. Bell Beh, shares her company’s journey into Saudi Arabia, highlighting the Kingdom’s potential in tourism, fintech, and cross-border collaborations.

In conjunction with the Saudi National Day this week, we are featuring profiles who are in emerging industries and pioneering their venture into the Kingdom. We have Ms. Bell Beh co-founder of BuzzAR, a TravelTech AI company that digitises people, places, and payment at scale sharing her experience venturing into Saudi Arabia. 

Q: Saudi Arabia exceeded its aim for 100 million visitors and broke through that milestone in 2023. How does BuzzAR see the potential and opportunity for the future of the tourism and hospitality market in Saudi Arabia? 

Ms Beh: I see a significant influx of Asian tourists traveling to Saudi Arabia for various reasons, whether it is for business or adventure. It’s fascinating to observe the post-COVID tourism boom. These tourists are digitally savvy, making creative solutions that meet their needs especially appealing. These contribute to the energy and potential the Saudi tourism market holds.

Q: Share some of your experiences in your company’s foray into Saudi Arabia. What were the learning points you experienced and what would you do differently if could reverse time and venture into Saudi Arabia again?

Ms Beh: My experience so far has been rewarding. We entered Saudi Arabia in 2022, slightly ahead of most Singaporean companies. Coming out of the pandemic, I believe our team did their best to secure larger SaaS contracts, localise our products and expand into the fintech sector beyond travel. I’m very grateful for the team’s speed in execution. Thankfully, we wouldn’t need to do much differently, as the results have been clear with nearly 4x growth in under two years in the Saudi market.

Q: As Singapore and Saudi Arabia have elevated their bilateral relations and trade status as strategic partners during PM Lee’s visit to the Kingdom in 2023, how do you see companies from Singapore collaborating for Saudi Vision 2030?

Ms Beh: I see tremendous potential for Singapore companies not just to enter but to thrive in Saudi Arabia. This is arguably one of the fastest-growing and most dynamic regions for entrepreneurs. Sectors such as real estate, tourism, artificial intelligence, and fintech offer abundant opportunities. For instance, the Financial Sector Development Program (FSDP) aims to establish 525 fintech startups by 2030. As Singapore is a leading fintech hub, there are brilliant opportunities for cross-border payments. BuzzPay is starting by focusing on tourism-related payments and auxiliary services.

Q: What is the experience like as a woman entrepreneur and frequent visitor to Saudi Arabia?

Ms Beh: I find Saudi Arabia to be very safe, contrary to the negative image often portrayed by traditional media. There is also a “Hafawah” culture, which reflects the locals’ warm hospitality and eagerness to welcome us.

Q: Key advice and takeaways for aspiring women and entrepreneurs venturing into Saudi Arabia. 

Ms Beh: Keep an open mind. As a child, I remember reading the novel,  “The Road Not Taken” by Robert Frost, and being willing to take the path less traveled. It may lead to unexpected opportunities and rewards.

Q: How does the Saudi market perceive brands/ companies from Singapore? What were their impressions?

Ms Beh: They have a very positive view of Singapore. They speak very highly of our government leaders, our country, and our late premier, Mr. Lee Kuan Yew, most of the leaders read his books and can recite the essence of the book, holding high regard and respect towards Singapore.

Q: How do you see the future of BuzzAR in the Gulf and your plans for global expansion for the company?

Ms Beh: At BuzzAR, we are evolving to include a fintech arm. I envision BuzzAR (including BuzzPay) playing a pivotal role in helping Asians (including Singaporeans) navigate unfamiliar territories, starting with Saudi Arabia and vice versa. We aim to focus on the Middle East, Africa, South America, Mexico, and other less-explored regions. Our AI companion, BAE, will provide safe, smart, and seamless travel experiences, from content discovery to booking and payment.

Solyh Ahmad
Solyh Ahmad is a MENAT correspondent and passionately writes on current affairs related to international trade and diplomacy in the region. He has helped and advised many companies looking to establish and internationalise into the MENAT regions. Connect with him via LinkedIn.