Saudi Arabia wants to be top tourism destination for Muslim travelers

A morning scene of pilgrims in Madinah. Saudi Arabia aims to become the top global destination for Muslim holidaymakers. (Shutterstock)
Updated 08 November 2017
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Saudi Arabia wants to be top tourism destination for Muslim travelers

LONDON: Saudi Arabia wants to be the top global destination for Muslim tourists by the end of the decade according to a top official.
It comes amid a massive push to develop the Kingdom’s Red Sea coastline and maximize tourism spending among the millions of Muslims who already visit the Kingdom each year as part of Hajj and Umrah.
“We want to beat Dubai, Malaysia and Turkey to the top spot,” said a senior official at the Saudi Commission for Tourism and National Heritage (SCNH) in an interview on the sidelines of the World Travel Market in London.
“We have different projects in the pipeline and we are developing our pilgrimage sites. We are opening up our historical sites, we have five UNESCO sites and we are aiming to have 10 by 2020.
“We have everything in Saudi. Our history gives us competitive advantage. We have a beautiful natural landscape and thousands of years of Islamic and pre-Islamic history. We are open to all,” said the spokesman.
“For Muslims, we have the advantage that everything is already halal here.”
Saudi Arabia is planning to develop hundreds of kilometers of its Red Sea coastline as a global tourism destination and has enlisted the help of Virgin Group chief Richard Branson to advise on the ambitious project, which is a key plank of ongoing economic reforms.
The Kingdom is in the “final stages” of ratifying its much-anticipated tourist visas, which would grant unrestricted leisure travel in the country, the spokesman confirmed.
“We expect the tourist visa to be in issuance within six months.”
Currently Saudi Arabia issues two-week visas for those on business, pilgrimage or visiting resident family members — but they can be difficult to obtain. A specific visa for tourists would open up the country to foreign visitors and allow access to destinations beyond the holy sites of Makkah and Madinah.
The tourism official said that the Saudi government is working on ratifying tourist visas for visitors from 165 countries, including 66 Muslim countries.
He said the Kingdom would welcome all nationalities, all religions and female visitors.
“For women, they may not need to wear a headdress but it is thought an abaya will be necessary. The details of the new regulations will be confirmed with the coming months.”
He added, “Many people will be surprised by the heritage and landscapes that Saudi has. We have skiing, diving and beautiful beaches stretching across two seas.”
Dr. Yazeed Al-Shammari, founder of Arabian Nights, a major KSA tour operator, told Arab News he was looking forward to the new tourist visa “widening and developing” his business.
“People are very curious about Saudi Arabia because we have been closed for so long. Some people think that all we’ve got is sand and camels but the reality is we have much more variety and texture than that. I’ve already had many enquiries from European agents.”
Caroline Bremner, head of travel and tourism at Euromonitor, said:
“It will be interesting to see what Saudi does now as previously the focus was only on the Hajj. Saudi Arabia is a beautiful country with a lot to offer. There have been developments lately that make the country seem more attractive to visitors, such as allowing women to drive.
“As KSA opens up it will need to be very clear on what’s allowed and what’s not, so that visitors feel reassured of what the laws and customs are in Saudi, particularly after cases of tourist jailings in Dubai.
“It will also need to pay attention to the quality of its hotels and tourist experiences as it enters the world as an emerging tourist destination.”


Saudi tourism sector in the spotlight at Arabian Travel Market

Updated 22 April 2018
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Saudi tourism sector in the spotlight at Arabian Travel Market

  • Kingdom developing tourism sector as part of economic diversification strategy
  • Vision 2030 foresees 1.2 million new tourist jobs by 2030

It is the leading global event for Middle Eastern tourism and it opens on Sunday in Dubai. The Arabian Travel Market attracts the big players of the industry and the wannabes. It showcases 2,800 products to more than 28,000 potential buyers and generates deals worth more than $2.5 billion.

No wonder the world wants to be there, from spas to safaris, from Armenia to Zanzibar and all points between in both the globe and the alphabet.

But this year, one destination is set to attract more attention than any other: Saudi Arabia.

The Kingdom’s tourism industry has hitherto centered primarily on the holy cities of Makkah and Madinah; last year’s Hajj attracted around 2.35 million pilgrims, with about 1.75 million of those coming from abroad.

When it comes to non-religious tourism however, it is in the unique position of creating that industry more or less from scratch, which is an enviable place to be.

“It means we are able to learn from the mistakes of others and we can take the best from everywhere,” said Amr Al-Madani, CEO of the Royal Commission for Al-Ula, Saudi Arabia’s archaeological treasure house and home to the Unesco-listed Madain Saleh.

“And we are determined to offer the best in every way,” he added.

Al-Madani recently returned from presenting the plans for Al-Ula at a high-profile gala at the Museum of Decorative Arts in Paris, an occasion that coincided with the visit of Crown Prince, Mohammed bin Salman, the driving force behind Vision2030, the ambitious program designed to revamp not only the national economy but Saudi society as a whole.

Once regarded as practically off-limits to visitors and particularly Westerners (although that was never true), Saudi Arabia is throwing open the gates, as part of plans to diversify its economy and create jobs for its citizens.

The Kingdom’s Vision 2030 economic development plan, designed to create new revenue streams to lower its reliance on oil, envisages the creation of 1.2 million new jobs in the tourism sector by 2030.

Saudi Arabia’s General Entertainment Authority in February said it planned to invest $64 billion in its entertainment sector in the coming 10 years. This investment will include the development of a countrywide network of cinemas, following the lifting of a ban last year.

As well as opening up the 5,000-year-old wonders of Al-Ula, there are plans to develop 34,000 square kilometers of Red Sea coastline and 50 outlying islands into luxury beach resorts.

The scheme has already attracted Sir Richard Branson, founder and boss of the Virgin Group, as its first international investor. He is involved in developing the islands — which he described as “breathtakingly beautiful” — as luxury destinations, and has also visited Madain Saleh.

“This is an incredibly exciting time in the country’s history and I’ve always felt that there is inothing like getting a first-hand impression,” he said after his visit.

He praised the Crown Prince for his vision, telling Arab News, “If you want to succeed you should have an idea and a plan to implement it and just do it. He is doing that and his heart is in the right place.”

Though he is overseeing the development of the Al-Ula sites, Amr Al-Madani said one plan was to offer two-center holidays: “Some days exploring the archaeology and the nature in Al-Ula and then a few days relaxing at the beach,” he said.

As well as unspoilt beaches, the Red Sea coast also enjoys the best climate in Saudi Arabia with pleasant sea breezes offsetting the heat.

The Red Sea project is expected to generate 35,000 jobs.

The Royal Commission has already recruited the first 200 future employees who will work in Al-Ula. The group — half boys, half girls — are all high school-leavers or university students from the region. They have already begun three months of training in Riyadh, learning languages and undergoing assessment by psychologists and careers advisers and will later be dispatched to several locations in Britain and the US to continue learning.

Al-Madani said Al-Ula should be ready to receive its first tourists in three to five years, eventually accommodating a million to 1.5 million a year.