Leading with purpose: Afsia Jannat Saleh on business, leadership and legacy

Afsia Jannat Saleh, Managing Director of Saimon Group, chose entrepreneurship over a promising corporate career to continue the vision of her late father and build her own identity as a business leader. Entering the travel industry while still a student, she gradually transformed Saimon Overseas into a diversified organization with interests in travel, tourism, logistics, MICE and aviation services. 
She also made history by becoming the first elected woman Vice President and later Secretary General of the Association of Travel Agents of Bangladesh (ATAB). In an interview with Women’s Own, she shares her journey, challenges and future aspirations.
DO:  You chose to join your family business, Saimon Overseas, instead of accepting a promising position at a multinational company. What motivated you to take that difficult decision, and how did it shape your journey as an entrepreneur?
Afsia: After completing my education, joining a multinational company appeared to be the more conventional and secure career choice. However, I felt a strong responsibility toward the institution my late father, Mr. M. A. Muhaimin Saleh, had built with dedication and integrity. Saimon Overseas was not simply a family business to me�"it represented his vision, values, and lifelong contribution to Bangladesh’s travel industry.
I realized that continuing his legacy while taking the company into a new era would be both challenging and meaningful. I therefore chose responsibility over comfort and entrepreneurship over a predictable corporate career. That decision taught me to take ownership, make difficult decisions, accept risks, and remain resilient during uncertainty.
DO:  You entered the travel industry while you were still a student in 2009. What were the biggest challenges you faced in the early years, and what lessons from those experiences contributed most to your success?
Afsia: I entered the travel industry in 2009 while I was still a student. The early years were challenging because I had to balance academic responsibilities with the demanding schedule of the travel business. I was also young and entering an industry largely dominated by experienced male professionals.
I worked closely with different departments and learned about ticketing, reservations, finance, customer service, airline relations, corporate travel, and operations. The most important lesson was that there is no substitute for practical experience. I also learned that credibility is built through consistency, discipline, and keeping one’s commitments.
DO:  What strategies have you used to maintain the company’s reputation and remain competitive in a rapidly changing industry?
Afsia: Saimon Overseas has been operating since 1981, and maintaining its reputation across generations has required continuous improvement. Our strength has always been our commitment to integrity, service quality, professionalism, and long-term relationships.
We have remained competitive by investing in technology, developing skilled employees, strengthening relationships with airlines and international partners, and understanding the changing requirements of corporate and leisure travellers. Most importantly, we never take our reputation for granted. A company retains trust through transparency, reliable service, and accountability.
DO:  As the first woman Vice President of the Association of Travel Agents of Bangladesh (ATAB), what challenges have you faced as a woman leader in a traditionally male-dominated industry, and how have you overcome them?
Afsia: Becoming the first elected woman Vice President of ATAB was both an honour and a significant responsibility. I sincerely thank our ATAB members who have given me this honour and inspired me to work for the industry.
As a woman leader, I have faced social perceptions, resistance to change, and situations where women’s capabilities were initially underestimated. I overcame these challenges by focusing on knowledge, preparation, performance, and results. 
Leadership is not established by position alone�"it is established through courage, fairness, and the ability to stand beside people during difficult times.
DO:  How do you identify new business opportunities, and what factors do you consider before taking a new business risk?
Afsia: I identify opportunities by closely observing changes in customer behaviour, market gaps, government policies, global travel trends, and the evolving needs of our corporate clients.
Before entering a new area, I consider whether it is aligned with our existing strengths, whether there is sustainable demand, and whether we have the right people and operational capability. I believe calculated risk is essential for business growth, but every decision must be supported by research, planning, and a clear strategy.
DO:  You have achieved significant success in MICE business and international bidding. What do you believe are the key qualities and capabilities required to build a successful MICE business in Bangladesh?
Afsia: MICE is one of the most demanding segments of the travel industry because it requires precision, creativity, financial capacity, and flawless coordination.
The most important qualities are detailed planning, strong negotiation skills, reliable international partnerships, transparent costing, and the ability to work under pressure. Trust is especially important because corporate clients depend on the organizer to manage large budgets and protect their professional reputation.
DO:  What do you think are the biggest barriers to developing Bangladesh as a globally competitive tourism destination?
Afsia: Bangladesh has enormous tourism potential, but we have not yet presented our destinations to the world through a coordinated national strategy. The main barriers include inadequate tourism infrastructure, limited international promotion, inconsistent service standards, and insufficient destination branding.
Our archaeological heritage, rivers, tea gardens, mangrove forests, beaches, cuisine, crafts, festivals, and warm hospitality can together create a compelling global identity.
DO:  You have received several awards and recognitions, Which achievement are you personally most proud of, and why?
Afsia: My greatest source of pride is not a particular trophy. It is the ability to carry forward my late father’s legacy while creating my own identity as an entrepreneur and industry leader.
I am also proud to have broken an important barrier for women by becoming ATAB’s first elected female Vice President and subsequently its first female Secretary General. If my journey encourages other women to participate in business and industry leadership with greater confidence, that would be one of my most valuable achievements.
DO:  You have successfully balanced business leadership with education, professional associations, and extensive social and humanitarian activities. How do you manage your time and maintain the motivation to pursue so many responsibilities?
Afsia: Managing these responsibilities requires discipline, prioritization, and a dependable team. I plan my work according to urgency and impact, delegate responsibilities to capable colleagues, and remain closely involved in important decisions.
My motivation comes from the belief that success creates responsibility. Business leadership is important, but contributing to society and supporting the development of one’s industry are equally valuable. Continuous learning keeps me motivated and helps me remain relevant as a leader.
DO:  Looking ahead, what is your vision for Saimon Group and for Bangladesh’s travel and tourism industry�"and what advice would you give to young women who want to become successful entrepreneurs?
Afsia: My vision is to develop Saimon Group into a stronger, technology-driven, diversified, and internationally recognized organization while preserving the integrity and service values on which it was founded.
For Bangladesh’s travel and tourism industry, I envision a transparent, competitive, and technology-enabled market where legitimate businesses receive equal opportunities. My advice to young women is to invest in education, professional knowledge, and financial discipline. Women should never consider their gender a limitation. Challenges will come, but resilience, integrity, patience, and courage will create a path forward.