As digital transformation continues to shape businesses and societies, competition in the global economy intensifies. A significant focus is on empowering small and medium enterprises (SMEs), especially in Saudi Arabia. Among these, women-owned SMEs have shown substantial contributions, turning the country into a hub of innovation and creativity.
Saudi Women Lead 45% of SMEs
Last year saw a strong movement towards empowering women in entrepreneurship. The General Authority for SMEs reported that Saudi women lead 45% of SMEs, aligning with Vision 2030 goals. In line with this, Mastercard partnered with Saudi Airlines to amplify efforts supporting women by sharing impactful stories of female entrepreneurs who have significantly contributed to the nation’s growth and transformation.
Launch of “Sawtaha” Podcast Season Three
To support female entrepreneurs and promote diversity and inclusion, Mastercard and Saudi Airlines are launching the third season of the award-winning podcast “Sawtaha.” This initiative aims to connect women in Saudi Arabia with their passions and share their stories across different cities. The podcast will be available on Saudi Airlines’ in-flight entertainment system and its digital library, which features over 5,000 hours of content in more than 16 languages.
Maria Medvedeva, Mastercard’s Director in Saudi Arabia, noted that “Sawtaha” has highlighted the achievements of exceptional women across the kingdom, providing a platform for recognizing their unprecedented accomplishments. The podcast continues to share these inspiring stories with the world, supporting Saudi Arabia’s transformation into a global innovation hub.
Essam Mohammed Akhonbay, VP of Marketing at Saudi Airlines, expressed pride in leading efforts to empower Saudi women. He emphasized that adding “Sawtaha” to their entertainment system demonstrates their commitment to showcasing women’s success stories and offering an exceptional travel experience.
The series opens doors to the aspirations and achievements of Saudi women, inspiring determination through real-life stories of female entrepreneurs. It connects these women with a broader audience, sharing their journeys across the region.
Notable Women from Across Saudi Arabia
The third season of “Sawtaha” will feature distinguished women from various regions in Saudi Arabia. Each guest will share how they used their voice to unite people, create opportunities, and ignite potential. Episodes will explore diverse fields, from gaming to technology, sustainability, cuisine, and sports.
To enhance the impact, Mastercard collaborates with “Blossom Accelerator,” the first digital inclusion accelerator focused on women in Saudi Arabia. They will organize workshops in Jeddah, Riyadh, and Khobar, providing educational and networking opportunities for aspiring female entrepreneurs and SME owners. A special competition will allow startups to present their business concepts for a chance to join Blossom’s mentorship program.
These initiatives align with Mastercard and Saudi Airlines’ shared vision to support Saudi Arabia’s digital transformation, fostering excellence and inclusivity while equipping women with the tools needed for success.
Guest Testimonials:
Nouf Al-Aseemi
“Saudi Arabia has made significant strides towards building a sustainable future. I’m proud of our achievements and the changes we’ve made to preserve our land while staying true to our traditions. I’m excited to discuss these topics on ‘Sawtaha’ and highlight women’s roles in driving change and breaking new ground.”
Manal Al-Zahrani
“Technology’s significant role in our lives and work is evident, with women making a tangible impact in key sectors like technology and law. Women in Saudi Arabia are leading in STEM fields and SMEs. Platforms like ‘Sawtaha’ are crucial for spotlighting these women and their contributions to shaping the future.”
Noor Al-Khudaira
“The entertainment sector in Saudi Arabia is at a pivotal point, marked by excellence and excitement. Many artists and creatives are showcasing Saudi art’s evolution globally. ‘Sawtaha’ focuses on influential women in entertainment, and I’m honored to share my professional journey in this series.”
Nouf Masoud
“Providing a safe space and supportive environment for women to be themselves and share their stories is vital. Initiatives like ‘Sawtaha’ encourage many women and girls to pursue their passions and achieve their goals. I’m delighted to inspire the next generation of chefs and entrepreneurs through this podcast.”
Razaan Al-Ajmi
“I’m thrilled to participate in an episode of ‘Sawtaha’ alongside inspiring women who have made a significant impact in their fields. I’m passionate about empowering women and encouraging them to achieve their aspirations. I hope my story inspires other women to start new chapters in their lives, especially in sports.”
