Saudi tourism is unbreakable

The Saudi Ministry of Tourism recently hosted World Tourism Day in Riyadh on Sept. 27-28th. However, during the event, some recycled old video clips, containing hints about overcrowding and poor infrastructure, re-emerged in a bid to diminish Saudi Arabia’s reputation as a tourist destination.

It seems like the creators of these videos are looking for ways to entertain themselves, contradicting Saudi society’s values, customs, and religious considerations. This might be part of a campaign orchestrated by some individuals who are negatively impacted by the popularity of the Kingdom in the Arab tourism scene. Either way, their attempts are firmly dispelled by the evidence on show within the borders of Saudi Arabia

The Kingdom has entered the global competition with other major tourism players. In a recent interview the CEO of the Saudi Tourism Authority, Fahd Hamidaddin, said that the overall tourism rating in Saudi Arabia is 24 out of 50, a very good score considering the country’s inexperience in the sector.

The geographical diversity in Saudi Arabia offers tourists numerous options. The south is suitable for summer tourism, while the central region is ideal for winter. In addition, there are the coasts of the Arabian Gulf and the Red Sea, awaiting the development of hot weather event sites. Examples of such developments include the use of “intensive mist” technology, covered and enclosed spaces, and ground-based air conditioning in outdoor areas.

What matters most is that the desires of foreign tourists to visit the Kingdom are professionally measured on an annual basis. This is done by relying on 32,000 individuals in 27 cities around the world. Based on their input, the expected demand from the targeted cities can be determined, and the required air connectivity and prices, as well as visa facilities, can be made available. Currently, the Saudi government has provided electronic visas for more than 57 countries. Efforts are also being made to develop human resources and tourist destinations. In London, there are fully serviced tourist neighborhoods, and Riyadh Boulevard offers a similar experience. However, more expansion is needed in other areas.

It is worth noting that Saudi tourists are among the highest spenders globally, making them the primary target of Saudi tourism itself — expenditure is prioritized over increasing numbers of tourists, as it provides a real indicator of success.

Minister of Tourism Ahmed Al-Khateeb said in a recent interview with Bloomberg: “The country has decided to raise the target of foreign tourists to 70 million instead of 50 million, with a total of 150 million visitors from within and outside the kingdom by 2030, not 100 million as previously planned.”

He added that around $800 billion has been allocated to develop the Saudi tourism sector, reinforcing the support for the sector from the Kingdom’s leadership. In addition, the ministry has signed over 400 tourism agreements with global operators, aiming to increase the number of tourists from Europe, Asia, America, and neighboring countries. The goal is to reach 25 million international tourists by 2023, and current infrastructure is ready to efficiently accommodate them, despite deliberate and sometimes incomprehensible attempts to tarnish Saudi Arabia’s image.

The sector was clearly active in 2022, as the Kingdom jumped to the 13th position in the list of the most attractive tourist destinations. The Recreational Tourism Sector achieved a growth rate of 120 percent compared to 2019, even without religious tourism. Currently, the Ministry of Tourism is working on developing 20 Saudi cities into attractive tourist destinations.

Saudi tourism follows the 80/20 rule — 20 countries will contribute to 80 percent of tourists. This concept is driven by the fact that different tourism sectors target specific countries based on their preferences and interests. For example, Umrah depends on Islamic countries, while Chinese tourists are known for their shopping habits. Beach and marine tourism attracts yacht owners, water sports enthusiasts, and fishing enthusiasts, meanwhile.

Saudi Arabia hosts the headquarters of the World Tourism Organization for the Middle East region and chairs its executive council. The International Tourism Academy and the Riyadh School of Tourism and Hospitality have been launched in Riyadh. With a budget of approximately $1 billion, the school will commence its operations in 2027 in the Qiddiya area, located in the central region of the Kingdom. The school aims to enrol students from all over the world.

According to the World Tourism Organization, World Tourism Day in Riyadh was the largest and most impactful in its more than 43-year history. It gathered 50 tourism ministers, 500 leaders, experts, and officials from 120 countries. The Kingdom ranked second globally in the growth rate of foreign tourists during the first seven months of this year, at 58 percent, compared to the same period in 2019, according to a Barometer report. Moreover, Saudi Arabia has some of the best diving spots in the world, according to National Geographic.

It is not surprising that some people are disturbed by the country’s achievements. There is nothing wrong with a bit of competition, as long as it is healthy.

• Dr. Bader bin Saud is a columnist for Al-Riyadh newspaper, a media and knowledge management researcher, and the former deputy commander of the Special Forces for Hajj and Umrah in Saudi Arabia.