Bassem El Ghaoui

"Perseverance and modesty are two great values I learned from being a NDUer. These helped me through the course of my life to always thrive to give my best at work and with my family."


Bassem El Ghaoui serves as the Director of Sales, Marketing and Communications for the Museum of the Future.

“By failing to prepare, you are preparing to fail”.

This quote is by Benjamin Franklin and is a mindset that Bassem has cultivated over the years. It defines and guides his approach to work, career choices and challenges, time and again. As a passionate storyteller, Bassem believes in creativity that transcends cultures, challenges the status quo and paves the way for new possibilities and connections. With this philosophical toolkit in tow and decades of experience in marketing and brand communications, Bassem has been part of many iconic projects that represent the UAE, such as Global Village, Ferrari World, Warner Bros. World Abu Dhabi and Yas Waterworld.  

Before working in the theme parks and leisure industry Bassem held many roles in the advertising world where he was the General Manager of Memac Ogilvi Abu Dhabi. He led the opening of the office and turned to successful and profitable operation from the first year. Bassem led the marketing communication for many brands in different industries: Automotive, Financial, Tourism, Hospitality amongst others.

Bassem started his career in 2000 and since then has led integrated regional marketing strategies for brands across mainstay sectors such as hospitality, entertainment, finance, retail and real estate.

In his current role, Bassem acts as the custodian of the brand. His mission is to position the Museum to all stakeholder groups and deepen public awareness and engagement. He leads the development of the overall sales, marketing and communications plan for the Museum that is based on careful evaluation of consumer market segments, pricing strategies, consumer behavior, and relevant tourism trends to increase overall adoption, revenue and profitability. Bassem drives the implementation of all sales and marketing strategies for the Museum and develops strategic alliances and collaborations to increase product penetration, interest, and visitation. Above all, Bassem strengthens the Museum’s identity within the country, regionally and globally through innovative and creative strategies.  

Bassem has a Bachelor’s in Business Administration, with a specialization in Marketing from Notre Dame University in Beirut, Lebanon. He also has a Master’s in Strategic Marketing – Luxury Brand Marketing (Tourism) from Geneva Business School.