SAUDI Arabian Airlines came out for the Arabian Travel Market (ATM) 2002 with a new look and an improved attitude. In May 2001, the airline received extremely poor reviews from the media and the public at Dubai’s ATM, after a terrible marketing effort two years in a row. This year’s pre-show reports were touting an airline that had finally become image conscious and was determined to demonstrate that it could compete at all levels.
"The policies from the government in regards to tourism have pushed us to completely re-examine our image and marketing strategies," said Abdul Aziz A. Shaheen, senior manager, Tours Programs, Saudi Arabian Airlines. "Here at ATM we have made certain that we have well-trained knowledgeable staff at our stand at all times. Throughout our entire international network we are working to become more customer and market conscious."
Shaheen emphasized that the new commitment to customer service is already apparent with the introduction of Golden Service, which is operational on routes between the Kingdom and London, Paris, Frankfurt, Rome, Geneva, New York, Washington and Dubai. From this month the service will be extended to include Kuala Lumpur.
On those routes, from pre-flight, there will be new standards. One of the most popular upgrades is an extra 10 kg baggage allowance in all classes. Arabic coffee and dates will be served to all passengers on boarding. There is also a plan to replace all aircraft on those routes with more modern planes. This would mean an end to the MD90 for flights to Dubai.
Where are Saudis vacationing this summer? Shaheen said that Tunisia is very popular for health tourism. Egypt and Malaysia are the destinations for Saudi families. Many well-heeled tourists who used to go to the United States are switching to Australia this year.
"Our World Holiday program is offering travelers from the Kingdom a wide range of holiday packages," explained Shaheen. "We understand that for most Saudis being part of a tour group is not ideal. Saudi families want to maintain their independence. The guiding principle of World Holidays is to offer Saudis independence while providing a holiday package that costs less than the self-arranged equivalent."
While Saudis are still looking forward to holidays outside the Kingdom, tourists from other nations are just starting to trickle in. Unfortunately, the numbers are very low because conditions are less than adequate. When discussing tourism it is important to emphasize that the Kingdom has millions of visitors yearly participating in the so-called "religious tourism." It is foreign holidaymakers who are now being courted through Saudi Arabian Airlines’ Discover Saudi Arabia program.
"We are preparing ourselves for a gradual increase in tourism," said Shaheen, "but in the Saudi market some of the basics are still lacking. For example, as of yet there is no such thing as a tourist visa. Tourists enter the Kingdom on a visit visa and applying for one is not a smooth procedure."
Saudi Arabian Airlines is aware of its limitations and it is making no attempt to target the entire tourism market. Its tourist initiatives are focused on upper middle class and upper class tourists only. Japan is the nation currently sending the highest number of tourists to the Kingdom. Last year, about 1,000 Japanese tourists were received in Saudi Arabia. This year Shaheen predicts that the number will rise above 2,000.
"We realize that this is still a very limited number," said Shaheen. "We feel, however, that at first we must concentrate on providing excellent services and only then can we consider increasing numbers."
Japanese tourists usually spend two-three weeks in the Kingdom. They are very interested in archaeological sites. As with all tourists, the Japanese come to Saudi Arabia in groups. Their tour packages encompass all their needs from special meals to translators. Other tourists coming to the Kingdom include the French, who are partial to mountain climbing, and the Germans, who enjoy scuba diving. Last year there were a total of 2,600 tourists from all nations. This year the number is expected to be above 3,000.
"Some regions in the Kingdom would really benefit from increased tourism," explained Shaheen. "In the south of Saudi Arabia the rural population is very welcoming and very happy to see tourists. If tourism services could be expanded around Abha it would create many opportunities for young people in the region."
Saudi Arabian Airlines is working closely with the Saudi Tourism Authority but Shaheen feels that government and quasi-government entities can only make limited moves in setting up the needed tourism infrastructure. He believes that the government must put forward initiatives to push the private sector into making more of an effort.
"It is very disappointing how little progress there has been in building the required facilities to support tourism," said Shaheen. "It is one thing to expect the government to build roads to get the tourists to a certain location. But then there is a need for rest houses, restaurants and recreation facilities. These are good money-making opportunities for the private sector. We also have a serious shortage of qualified Saudi tour guides. Thus far most tour operators are using Jordanians as guides."
Watching the huge numbers exiting the Kingdom to nearby destinations it is obvious that we are still not being dynamic enough in our tourism initiatives. Many Saudis have stated that they would willingly travel in-Kingdom if only there were recreational opportunities to be had. The Supreme Commission for Tourism was established in April 2000 to create programs to develop tourism and remove any obstacles that might hamper the expansion of tourism. It appears that there is still much to be done.
