JEDDAH, 30 July 2004 — A workshop here has suggested the establishment of a provincial tourism body for the development of tri-city tourism, strictly keeping in view the distinctive aspects of Makkah, Jeddah and Taif.
Participants agreed that tourism to Makkah, because of the key assets of the holy sites, the appeal of Jeddah as a trading center and leisure resort, and the attraction of Taif as a mountain resort, would continue to be the driving force in the country for the next 20 years.
Plans are under way to exploit the full tourism potential that would arise from a more coordinated approach to marketing and product development.
For Makkah itself, the central focus on Haj will undoubtedly remain, but the growing potential of Umrah and tourism after Umrah will need greater attention.
For Jeddah, even if it does not want to become another Dubai or Bahrain with all the social and religious implications associated with that, it has to compete in the same markets for it to remain the key destination for the home market. Taif, with the natural advantage of the cooler summer climate, has to protect its character as a mountain resort and upgrade and extend its facilities and activities.
Within five years, the workshop hoped, there would be a positive climate for investors and operators that would communicate a strong image to key markets, and rapidly improve and expand the product range. Within 20 years, the area will be recognized as a leading tourism and business destination able to compete strongly in its key markets, and have a world-class product range.
By 2025, tourism in Makkah could be the leading growth sector in the local economy enhancing its role as the home of the holy sites. Jeddah will establish itself as a resort of true international standard and Taif a mountain resort with a wide range of facilities. This should enhance employment prospects for the region.
Noting that there was no province-wide tourism agency, not enough promotion for investment in the tourism sector, no tourist information network and no proper training facilities, the workshop felt that there was need for a provincial tourism organization with coordinating powers to work with other agencies and through local tourist organizations, establish local trade groups and provide training packages.
The key role of the organization would be to act as a lead body and “one-stop shop,” create greater tourism awareness, increase cooperation among concerned agencies, and promote public/private partnership in the tourism sector at local level.
Among the strengths, the workshop underlined the large and guaranteed Haj and Umrah market, a VFR market (visiting friends and relatives), a sizeable MICE market (meetings, incentives, conferences and exhibitions) and the creation of the Makkah Development Authority.
Further bonuses were listed as the active participation of municipalities in planning and providing leisure facilities, good coastal setting for resorts, world class dive sites, a rich history and heritage, a spectacular mountain scenery, and nature tourism in Taif, tourism after Umrah, and the formation of tourism committees within the chambers of commerce.
As for weaknesses, these include peak activities only during Haj, summer holidays and Eid festivals, over-dependence on low-spending religious market, no transport options outside Haj, low awareness of tourist opportunities, outdated facilities at Jeddah airport, no quality grading for accommodation, poor coastal development, shortage of sports and leisure activities, poor conditions of museums and heritage sites, traffic congestion, air and water pollution, lack of guidance in licensing and regulations, and poor destination marketing.
The workshop, organized by the Supreme Committee for Tourism (SCT) and hosted by the Jeddah Marketing Board (JMB), an affiliate of the Jeddah Chamber of Commerce and Industry (JCCI), concluded here on Monday.
Besides Dr. Suleiman Al-Sudairy, SCT’s vice secretary-general for planning and organization, and Imad Mugharbel, JMB’s chief executive officer, it was attended by 84 tourism investors and operators.
The workshop pointed out that with proposed competition on domestic air routes, possible rail links to Riyadh and the east coast, possibility of an aviation museum at Old Airport and an aquarium at Jeddah, tourism would receive a further boost.
It said that the loss of high spending domestic market to international competitors, high peak season prices, visa restrictions limiting growth of international MICE market, were hurdles yet to be cleared.
