Profile
Fredrik Jonsson
Board Member, Hospitality Asset Management Association
Chief Asset Management Officer, ASFAR
Fredrik is the Chief Asset Management Officer at ASFAR, the Saudi tourism investment company that is fully owned by PIF, strategically established to play a pivotal role in shaping the tourism landscape in Saudi Arabia in partnership with the public and private sectors. In addition to his role at ASFAR, Fredrik holds a seat on the advisory board of the Hotel Asset Management Association Middle East and Africa (HAMA MEA), a prestigious nonprofit dedicated to setting industry standards and educating hotel asset managers. Fredrik's extensive career encompasses roles at renowned organizations such as Melia Hotels International, Majid Al Futtaim, ICD and Qatari Diar, where his adept management of multi-billion-dollar portfolios solidified his reputation as a leader in the field. Beyond his corporate endeavors, Fredrik has navigated the entertainment sector as CEO of Gulf Film and founded MEREHA, a boutique advisory firm specializing in tourism and hospitality. An alumnus of IE University in Spain and the Swiss School of Hotel and Tourism Management, Fredrik has fortified his academic background with certificates in hotel investment and asset management from Cornell University. His fluency in English, Spanish, German, and Swedish further underscores his global perspective and ability to engage across diverse cultural landscapes.