When the Tourism Development Fund (TDF) of Saudi Arabia decided to take its organizational performance to the next level, it didn’t settle for simple, surface adjustments. TDF sought the expertise of the Global Performance Audit (GPA) Unit, the strategy and performance audit division of The KPI Institute (TKI) that provides integrated strategy and performance assessment solutions through rigorous research, education, and analysis.

TDF participated in a comprehensive performance management system (PMS) maturity assessment to strengthen the alignment of its performance management practices with industry standards. The GPA Unit’s evaluation covers five capabilities: strategic planning, performance measurement, performance improvement, employee performance management, and organizational culture. The implementation of the Integrated Performance Maturity Model involves a review of formal procedures and documents, along with surveys and interviews with key stakeholders to gather additional insights.

TDF adeptly navigated the entire PMS maturity assessment process and achieved a score of 3.72, positioning it on maturity level IV out of V. TDF’s achievement reflects its role in enhancing the Kingdom’s flourishing tourism sector through investments and private sector development while driving the Saudi Vision 2030.

Strengths and Challenges

TDF’s strategy and performance management practices were adapting to the organization's growth. With almost 200 employees, TDF runs a division focused on managing strategy and performance. It governs specialized departments overseeing key processes like strategic planning, corporate performance management, strategic initiatives portfolio, organizational excellence, research, and insights. Moreover, there are specialized teams dedicated to people's performance and organizational culture.

According to Cristina Mihăiloaie, the lead consultant on the maturity assessment project for TDF and the chief operating officer of TKI’s Research Division, this milestone marks TDF’s strong foundational practices: ”The level of maturity encountered in Tourism Development Fund regarding researching and involving stakeholders in strategy formulation and planning, as well as their ability to convey effectively the essence of corporate strategy and KPIs, prove that advanced performance management systems can be built in the early years of an organization. More than that, they are fostering a sustained growth and evolution of the business.”

The agency’s drive for business excellence and visionary leadership prompted its Strategy Division to develop a benchmark that shapes optimization opportunities and paves the way for a detailed action plan. The GPA Unit’s assessment revealed valuable opportunities for advancing alignment between employee performance management and corporate strategy. In this regard, the Human Capital Division engaged in the assessment to examine the structure and cohesion of the objectives and key performance indicators (KPIs) across all levels of the organization.

TDF has the potential to intensify stakeholder participation in strategy planning, improve the alignment of objectives across departments, and boost employee engagement in its feedback culture. Moreover, this allows them to further explore the impact of strategic initiatives while addressing the dynamic needs of the organization.

Beyond Measurement

TDF’s accomplishment was not just defined by measurement but also by meaningful transformation. In a statement, TDF’s CEO Qusay bin Abdullah Al Fakhri commended the resolute team spirit that has allowed their organization to achieve high quality standards in organizational performance. “This achievement is a direct result of the unwavering dedication of our team, led by the Strategy and Organizational Excellence team, in addition to the Performance and Talent Management team of the Fund. It emphasizes the significance of our ongoing efforts and determination to fulfill our promises and goals.”