Can Saudi Arabia become a premier tourist hotspot?

Recent events in Saudi Arabia have not painted a favorable picture for tourism. Each year, between 2 and 3 million Muslims visit for the Hajj, the annual five-day pilgrimage every Muslim aspires to undertake at least once. Last month, with temperatures exceeding 50°C, over 1,300 people died, many from heat stress. Authorities have faced criticism for not adequately caring for the pilgrims.

Despite this year's tragedies, believers will continue to visit the desert kingdom. In 2023, around 13.5 million people came for the Umrah, a lesser pilgrimage that occurs year-round. However, for many non-Muslims, the conservative nation is not a top travel destination. Saudi Arabia is more commonly associated with its oil reserves, autocratic governance, and the death penalty rather than sightseeing or luxury resorts.

The Saudi authorities are eager to change this perception. Tourism is a crucial component of Vision 2030, an economic reform plan launched in 2016. Crown Prince Muhammad bin Salman (MBS), the driving force behind this strategy, aims to promote new industries, create jobs, and eventually reduce the economy's dependence on oil. Vision 2030 is also seen as a way to enhance the country's image and that of MBS himself.

The investment figures are striking: the government plans to invest $800 billion in the tourism sector, including some spending on Neom, a vast development in the northwest that has faced various challenges. Since 2019, tourism's contribution to GDP has risen from 3.6% to 4.5%, with a goal of reaching 10% by 2030. If achieved, this would make tourism a more significant part of the economy than in tourism powerhouses like France and Spain. While there is ample supply, the question remains about demand.

Currently, most tourists are locals. Of the 100 million trips taken within the country in 2023, 79 million were by Saudis. However, the number of international tourist arrivals is growing rapidly, albeit from a lower base compared to its competitors. According to the UN World Tourism Organization, Saudi Arabia ranked third in tourism growth in 2023 compared to pre-pandemic levels. The target is 150 million tourists annually by 2030, focusing on wealthy visitors from nearby regions, particularly China, Europe, and India.

Most international visitors to Saudi Arabia have some connection to the country; in 2022, only 2.5 million visited purely for leisure, as opposed to business, religion, or family visits. The kingdom has a long way to go to rival destinations like Britain, which attracted 12 million leisure tourists in the same year.

There has been a significant shift in the kingdom's approach to outsiders. Visas, once hard to obtain and limited to pilgrims visiting Mecca and Medina, are now available almost instantly online for citizens of 66 countries, allowing stays of up to three months. The Gulf Cooperation Council plans to introduce a regional visa similar to the Schengen visa, enabling travel across member countries with a single permit.

Historically, Saudi Arabia emphasized its Islamic history, but now it also highlights its pre-Islamic heritage. Al Ula, about 350km from Medina, features some of the finest remnants of the Nabataean civilization after Petra in Jordan. Over 2,000 years ago, the Nabataeans carved tombs into the rocks, with inscriptions, sphinxes, and griffins surviving the erosion of time. Tour guides point out shrines to goddesses Uzza, Manat, and Allat.

Allan Schwartzman, an advisory board member for the Royal Commission for Al Ula, believes that these ancient sites give Saudi Arabia an edge over regional rivals. In other countries, religious extremists have destroyed pre-Islamic history, such as Palmyra in Syria and the Buddhas of Bamiyan in Afghanistan. However, not everyone supports this new approach. Saad al-Fagih, a dissident in exile, claims that MBS is trying to sponsor a pagan revival.

A decade ago, visiting Al Ula was a challenging experience. One Saudi woman recalls the only hotel being so unappealing she slept in her car. Today, visitors can take hot-air balloon rides over the ruins at sunrise, travel in air-conditioned buses, and enjoy amenities like gelato stands. Female guides now share insights into burial rites, and music plays in Al Ula’s old town, giving it a more tourist-friendly feel.

Luxury accommodation is central to the tourism vision. One hotelier suggests Saudi Arabia should be seen as the new Maldives, pointing to the turquoise waters of the Red Sea. At the newly opened St Regis on a private island in Al Wajh Lagoon, guests can stay in villas over the water. Hilton plans to quadruple its hotels in the kingdom to 100, many of which are under construction. Despite being an oil-rich country, these resorts emphasize their eco-credentials, such as banning single-use plastics and protecting coral reefs.

Saudi Arabia is also investing in big sporting events to attract visitors. In 2029, it will host the Asian Winter Games at a planned mountain resort in Neom and is bidding to host the 2034 football World Cup. Additionally, the government aims to establish Saudi Arabia as a cultural hub, building museums and hosting music events like Soundstorm, a desert rave. The mirrored concert hall Maraya near Al Ula has hosted artists like Lauryn Hill.

Celebrity chefs have opened restaurants in Riyadh to cater to visitors' tastes. Michelin-starred Indian restaurant Gymkhana, New York brunch spot Sarabeth’s, and Parisian café Angelina all have branches in the capital.

The tourism board has clearly thought carefully about creating an attractive destination. However, challenges remain. Much of the country is unbearably hot for large parts of the year, and climate change is exacerbating this. Many Western tourists also enjoy a cold beer by the pool, but Saudi Arabia remains almost completely dry, though there are rumors that alcohol laws might change, as they have in nearby UAE.

The country's image is another hurdle. Incidents like the murder of journalist Jamal Khashoggi, political repression, and restrictions on women's rights still dominate many outsiders' perceptions. Many are unaware of the recent changes in Saudi Arabia. Questions about attire and accommodation norms persist, but improvements are being made.

Some potential visitors are concerned that tourism, like sports and big art projects, is being used to whitewash the country's human rights record and fossil fuel dependency. Social media influencers faced backlash for promoting the country, and allegations of land clearances for The Line project in Neom will not help.

The new tourism slogan urges people to “Go Beyond What You Think.” While this may be a difficult ask for many travelers, Saudi officials are banking on the age-old belief that if they build it, people will come.