ABOUT US
OUR APPROACH
We work with organisations operating in complex environments, where clarity of direction, stakeholder alignment and effective delivery are critical to long-term success.
Our approach combines strategic thinking with practical experience, helping clients move from ambition and vision to structured, real-world outcomes.
We believe that insights, communication and delivery should work together harmoniously, ensuring ideas are well defined, clearly understood, effectively communicated and successfully implemented.
LEADERSHIP EXPERIENCE
- Founder and Principal Advisor, Big Wheel
- Former CEO, Ras Al Khaimah Tourism Development Authority
- Former Senior Commercial Director and Country Managing Director, ebookers.com / Orbitz Worldwide
- Subject Matter Expert Consultant Across Saudi Arabia and the GCC
- Consultant and Mentor, Fáilte Ireland National Programmes
- Advisor on Tourism, Sport and Strategic Growth Projects
- Experienced board chairperson and member across commercial, government and non-profit entities
- International experience across Europe, the Middle East and GCC markets
- World Masters Athletics Championships Medallist Representing Ireland
Big Wheel is led by Steven Rice, a strategist, advisor and former CEO with senior leadership and board-level experience across tourism, digital transformation and international growth markets in both Europe and the Middle East.
Steven is the former CEO of Ras Al Khaimah Tourism Development Authority in the UAE, where he helped shape the destination’s long-term tourism strategy during a period of unprecedented international growth. Prior to this, he held senior commercial and leadership roles within ebookers.com / Orbitz Worldwide, one of Europe’s largest online travel organisations, contributing to the transformation of the business into a multi-billion-dollar profitable operation.
Alongside leading Big Wheel, he has acted as a subject matter expert, advisor and board chair / member on a wide range of projects across Europe, Saudi Arabia and the wider GCC region, working with government entities, tourism authorities, private-sector organisations and NGOs on tourism strategy, destination development, audience segmentation, investment planning and major national initiatives.
His experience also extends into sport and performance environments, both professionally and personally, including consultancy projects connected to national participation strategies and international sporting development, alongside representing Ireland as a World Masters Athletics Championships medalist.
SECTORS AND MARKETS
We work with organisations operating in environments where growth, transformation, stakeholder alignment and international positioning are critical to success. Many of the projects we support involve multiple stakeholders, ambitious objectives and the need to align long-term vision with practical delivery.
Our experience spans public and private sector projects across tourism, sport, infrastructure, destination development and internationally focused growth, particularly where complexity, visibility and long-term impact are involved. We are especially experienced in supporting organisations navigating periods of change or strategic repositioning, where clear direction, effective communication and strong execution are essential.
Our experience is particularly strong across the following sectors and markets:
DESTINATION AND EXPERIENCE ECONOMIES
Tourism authorities, destinations, hospitality, culture, leisure and visitor economy projects.
SPORT, PARTICIPATION AND PERFORMANCE
Participation strategies, sporting organisations, major events and high-performance environments.
GOVERNMENT AND TRANSFORMATION
Public-sector initiatives, stakeholder programmes, national development and strategic communications.
INFRASTRUCTURE AND INDUSTRIAL SECTORS
Ports, logistics, mining, construction and operationally complex organisations.