Contributor Profile

Alaa AlShroogi

Job TitleDirector-Visitor Enhancement, Visitor Experience

Company NameExpo 2020 Dubai


As Director of Visitor Enhancement at Expo 2020 Dubai, Alaa AlShroogi is responsible for utilising digital technology to enhance the visitor journey and create exceptional experiences for millions of visitors to the World Expo.

Before joining Expo 2020, Alaa was an entrepreneur in the ‘sharing economy’ landscape, creating peer-to-peer platforms in the UAE, including an online marketplace for short-term commercial space rentals, and a platform that matches professionals with short-term projects. Alaa also founded the Middle East joint venture of one of the world’s largest big data brokers, Acxiom (Nasdaq: ACXM).

In 2008, Alaa established Dubai’s not-for-profit Cuadro Fine Art Gallery. During her tenure as director, she cultivated emerging talent, placing artists’ work in private collections and leading museums around the world, including the British Museum, the Victoria and Albert Museum (V&A) and the Los Angeles County Museum of Art (LACMA).

Alaa’s opinions on art and culture have featured in several of the region’s leading art and culture publications, including Canvas Magazine, Contemporary Practices, Harper’s Bazaar Art and Ibraaz.

Alaa holds an MBA in Finance and Marketing from the NYU Stern School of Business. She graduated with a BA in International Relations and French from Tufts University in Massachusetts.


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