Leaders

As the global appetite for experimental enrichment continues to grow, themed entertainment destinations, ranging from waterparks and zoos to aquariums and familyoriented centres, are redefining the parameters of leisure and education. In today’s competitive landscape, these attractions must continuously evolve to meet dynamic and realistic consumer preferences while navigating logistical, environmental, and technological complexities. Josie Booth, Director of Sim Leisure Gulf Contracting LLC, is a key figure in themed entertainment construction industry in the UAE.

Currently leading the company’s operation in Dubai and KSA, she has 15 years of experience in marketing, sales, and management within the creative design industry across the USA and UAE. With a bachelor’s degree in Public Policy from Georgia Institute of Technology and an extensive background spanning Sim Leisure, Broadway Interiors, and other affiliated entities, Josie brings strategic insight to every project. Her leadership has been instrumental in Sim Leisure’s expansion and success in the themed entertainment industry, contributing to numerous high-profile projects across Middle East.

Take us through your professional journey.

After relocating from the U.S. to the UAE in 2010, I found myself professionally starting from scratch. I began my UAE journey as a receptionist in an interior design company and that role became my stepping stone to a career in the themed construction industry.

While rooted in construction, Sim Leisure’s speciality lies in driving tourism through themed innovation. Over the past decade, we have contributed to nearly every high-profile themed development in the UAE and now KSA, helping shape Dubai and Abu Dhabi into world-class tourist destinations. Our footprint is rapidly expanding further into KSA, and is incredibly rewarding to know that both the company and I have played a key role in shaping many of the region’s premier leisure destinations. Starting with a lean team of 12 handling everything, today we have grown tenfold and now operate with fully established departments. Sim Leisure Group, now publicly traded in Singapore, continues to scale in Middle East presence with dedicated subsidiaries in Arabian markets.

Introduce us to Sim Leisure Gulf Contracting. What is the venture’s underlying vision and key areas of expertise?

Sim Leisure was established in 1992 and has grown over three decades into a recognized leader in entertainment development. Our early expansion took us from Malaysia to Bahrain, where we delivered the iconic Lost Paradise of Dilmun theme park. This success led to further growth in Abu Dhabi, Dubai, and now Saudi Arabia. We also maintain a strong presence in Malaysia and have recently entered into the Singapore market. We also develop, own, and operate our own theme parks across Malaysia and Singapore, including KidZania, and our flagship ESCAPE parks.

Theming is our speciality, creating hyper-realistic elements like giant whales, rockscapes, and 20m tall fantasy trees. We specialize in design and construction through three key divisions, namely creative design and engineering, themed fabrication in our factory, and onsite installation execution. It is our niche, and it is fueling growth.

What different hats do you wear as Director at Sim Leisure Gulf Contracting? What are your focus areas in terms of driving growth for the company?

Years ago, I was the definition of hands-on, juggling every role in the company. Today, while I’m still deeply involved in key areas, I am backed by a talented team that brings expertise and energy to every project. That shift has been crucial to our evolution and ongoing success. As our organizational structure has matured, so has my role. Today, my energy is centred on growing leadership capabilities within our management team, strengthening strategic client partnerships, and maintaining oversight of our core design and execution process.

My core responsibilities lie in maintaining talent and client relationships. That said, I stay creatively engaged and involved in project execution through my team because I genuinely enjoy that part of my work. Still, people leadership is where I spend most of my time.

What major challenges do you encounter as a leader in the waterpark & theme park industry? How do you successfully navigate through these roadblocks?

The most persistent challenge is navigating requests that stretch feasibility. I take pride in maintaining a balance, by staying honest about capabilities while ensuring we meet high standards without over-promising. One of the key drivers behind our sustained success is our commitment to taking on only what we can execute with excellence. Operating in a niche space like theming brings its own set of challenges, and chief among them, preserving margins in an aggressive bidding environment. Ensuring team stability is crucial for long-term success. Maintaining a steady workload allows us to retain the talent and expertise we have invested in, preventing the disruption that comes with constantly scaling the team up or down.

What has been your guiding leadership philosophy? What is your ‘success mantra’?

At the heart of every high-performing organization is a team that is aligned, empowered, and trusted. I believe in surrounding myself with exceptional individuals, giving them the tools and authority to lead in their domains. Delegation is not just a necessity, it is a strategic imperative. What sets any professional apart is the ability to advocate for a brand with sincerity and that only comes from belief. Success stems from more than optimism. We have built solutions that work, and our belief is grounded in performance, not promises.

How do you foresee UAE’s waterpark & theme park industry evolving in the years to come? Which industry trends will create the most significant impact?

We are witnessing a significant shift in the Middle East's leisure landscape. Saudi Arabia is making bold moves, rapidly redefining itself as a vibrant hub for tourism. With new, high-impact offerings designed to draw international audiences, this trajectory shows strong potential for sustained expansion. The country’s portfolio of projects, including Qiddiya and the SEVEN developments, highlights a clear intention, which is to offer compelling reasons for people to travel, explore, and return. As Saudi Arabia advances its vision for next-generation tourism, the UAE is expected to parallel that momentum, either by launching new experiences or elevating existing ones.

Josie Booth, Managing Director, Sim Leisure

Josie Booth navigates a multifaceted client ecosystem and large-scale themed developments in the MENA leisure construction sector. Based in the UAE, Josie Booth serves as Director at Sim Leisure, where she oversees the Dubai and KSA offices. She plays a central role in high-profile projects across the Middle East. Several leadership roles within the Sim Leisure Group bring her a well-rounded view of both creative design and project delivery. Josie is known for her ability to drive business performance and deliver exceptional client value, positioning her as a key figure in themed entertainment construction.