The Star Attraction

New and upcoming projects throwing the spotlight on the Gulf’s tourism credentials

Museum of the Future, Dubai

Dubai's Museum of the Future (MOTF) opened its doors on February 25 in the presence of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. Almost a decade in the making, the MOTF is one of the region’s most impressive architectural achievements and latest tourism icons. Housing an array of interactive exhibitions, the museum also features a “living” laboratory designed to foster a spirit of collaborative innovation among the Arab world’s leading scientists, encouraging them to tackle future challenges and spur a new era of scientific discovery.

Al Qana National Aquarium, Abu Dhabi

Spanning an area of more than 7,000 sqm, the UAE’s new national aquarium is the largest in the Middle East. The facility, which is staffed by a team of 80 international marine scientists, spans 10 major thematic zones and features 330 unique marine species and 46,000 different animals. The aquarium prides itself on its approach to sustainability, with all animals it houses ethically sourced and its extensive presentations focusing on conservation.

Deira Islands, Dubai

The first phase of this massive waterfront development is now open, with several hotels and key developments launched in 2021 including Centara Mirage Beach Resort Dubai, Riu Dubai (pictured) and the 2,500-outlet Souk Al Marfa. Spread across four manmade islands in northern Dubai, close to the Sharjah border, Deira Islands will eventually add 40km of coastline to the emirate, including 21 km of prime beachfront real estate. Deira Islands will also play host to Dubai’s second-largest shopping mall, the $1.66 billion Deira Mall, as well as the Zombie Apocalypse Park (ZAP) entertainment zone, located in the Night Market district.

Jais Sledder, Ras Al Khaimah

Touted as the region’s longest toboggan ride, Jais Sledder propels riders down the famed Jebel Jais mountainside at speeds of up to 40 km/h along a dedicated 1.8km track. Located at Jais Adventure Park, the exhilarating ride takes in panoramic views of the spectacular Hajar mountains. It is the latest addition to RAK’s adventure tourism offering, which also includes Jais Flight – the world’s longest zipline – Jais Sky Tour and the Bear Grylls Explorers Camp. Jais Sledder also forms part of a US$136 million investment strategy that will see the development of 20 new adventure-tourism projects across the emirate.

Reem Mall, Abu Dhabi

Set to open later this year (2022), Reem Mall promises to fuse cutting-edge technology with the latest trends in experiential retailing. Promoted as the world’s first ‘omnichannel mall’, shoppers using the mall’s RFID-enabled app will be targeted with exclusive offers and marketing promotions while inside the centre and will be able to make purchases digitally. Reem Mall will feature more than 450 stores including a hypermarket and four department stores; a multiplex cinema; and Snow Abu Dhabi, an 11,612 sqm snow park featuring 13 rides and attractions, including a snowflake garden, crystal carousel and ice labyrinth.

Zayed National Museum, Abu Dhabi

Located on Saadiyat Island, Abu Dhabi's dedicated culture district, this landmark museum will tell the story of the UAE’s founding father, the late Sheikh Zayed bin Sultan Al Nahyan and the inspirational role he played in overseeing the UAE’s formation in 1971. The building’s main gallery will feature a collection of rare artifacts, while other halls will focus on key UAE cultural icons covering falconry and conservation; land and water use; and the country’s socioeconomic development. Islam’s historic contribution to science and technological progress will also be explored. The museum, which will also house the massive Sheikh Zayed Library, is due to open in the mid-2020s.

Mohammed bin Rashid Library, Dubai

Dubbed the largest cultural project in the Arab world and built at a cost of almost $300 million, this unique seven storey building will span more than 650,000 square feet and house more than 4.5 million print, audio and electronic books, as well as a 500-seat lecture theatre. The library will host the global headquarters of The International Council for the Arabic Language and publish the Mohammad Bin Rashid Contemporary Arabic Language Dictionary. It will have the capacity to welcome 42 million visitors annually and is scheduled to open later this year.

Abu Dhabi Midfield Terminal, Abu Dhabi

Abu Dhabi International Airport’s long delayed but highly anticipated $3 billion Midfield Terminal is scheduled to open before the end of 2022. The mega facility will span an area of 742,000 sqm and initially provide capacity for up to 30 million passengers annually (up to 8,500 passengers per hour). The Midfield Terminal Building will be the largest in the emirate of Abu Dhabi and will be visible from more than 1.5km away

Dubai Creek Harbour

Another megaproject currently under development, Dubai Creek Harbour, will be home to the UAE’s tallest tower, the $1 billion Dubai Tower, when it is completed. The six million sqm development will be twice the size of Downtown Dubai and feature waterfront eco-resorts, a marina and yacht club, as well as vast commercial and retail space. Several components of the development have already been completed. Developers have also announced plans for Dubai Square, which aims to be a tech-driven retail destination.

District 2020, Dubai

With Expo 2020 Dubai concluding on March 31, the event precinct in Dubai South is currently being transformed into District 2020, a dedicated mixed-use business hub that will promote and foster innovation. More than 80% of Expo 2020’s built environment is being repurposed in the transition to District 2020, with spotlight landmarks including Terra - The Sustainability Pavilion. Major expo digital services partners including Siemens and Accenture will establish their regional headquarters at the site, while Dubai’s new landmark exhibition and conference centre, Dubai Exhibition Centre (DEC), will transition to staging non-Expo conferences and events this year.

Al Hamra Redevelopment, Ras Al Khaimah

RAK-based real estate developer Al Hamra recently revealed AED1 billion (US$270 million) plans to enhance its real estate and hospitality portfolio in the emirate, with strategic investments expected in lifestyle, retail, hospitality, and leisure facilities in the emirate. According to local media reports, the group’s initial plans include redeveloping Manar Mall, while improvements to Al Hamra Residence, Al Hamra Village and Residence, Waterfront, and Al Hamra Marina & Yacht Club are also in the pipeline.

Guggenheim Museum, Abu Dhabi

Set to open in 2025, the first Guggenheim in the Middle East will showcase global modern and contemporary art and programming, with a specific focus on West Asia, North Africa, and South Asia (WANASA). With both Emirati and regional experts overseeing the museum’s collection and programmes, Guggenheim Abu Dhabi will provide a first-of-its-kind platform for local artists to create commissioned works and engage with global audiences. Guggenheim Abu Dhabi aims to foster a deeper understanding of how different art perspectives have shaped the interconnected histories and cultures of our time. Located in the heart of the Saadiyat Cultural District, the museum will also be an architectural landmark inspired by the vernacular architecture of the UAE and the region.

Al Hira Beach, Sharjah

Shurooq’s largest beach development project to date, Al Hira Beach covers a 3.5km stretch of Sharjah City coastline. Scheduled to open to beachgoers later this year, the $24 million development is the first leisure precinct being developed in the city’s Al Fisht area, with further plans underway to transform this family-friendly neighbourhood into a vibrant tourism destination.

AlUla

Known for its natural beauty and archaeological diversity, and home to UNESCO World Heritage Site Hegra, AlUla, which is now partly open, aims to attract two million tourists annually by 2035. Located 300 km north of Medina, it is home to ancient ruins and stunning landscapes that bring to mind Jordan’s famed Wadi Rum. Ultimately, authorities plan for the area to become known as the world’s ‘largest living museum’ featuring galleries, museums and luxury eco-resorts housing a combined inventory of 9,000 guestrooms. Aman Resorts and Banyan Tree have signed agreements to operate luxury tented camps onsite, while phase one of the recently opened Habitas AlUla features 100 “experiential rooms” and Habitas’ signature “immersive programme”, which “celebrates AlUla’s heritage and local culture”. The Banyan Tree property is due to open later this year.

Diriyah

This historic city located 15 minutes north-west of Riyadh’s city centre is set to become one of the region’s foremost lifestyle destinations for culture and heritage, hospitality, retail and education. Phase one of the project is already drawing local and international visitors, thanks to its historically sensitive reimagining of the area and world-class entertainment and events. In line with design, development and preservation standards, master developer, the Diriyah Gate Development Authority (DGDA), is creating an environment that enhances Diriyah’s national and international relevance, including the preservation of the At-Turaif UNESCO World Heritage Site, which sits at the heart of the development. When completed, the destination will feature more than 20 hotels, several museums and cultural attractions, outdoor plazas, shops and 100-plus places to dine. It aims to attract 25 million visitors annually.

Jeddah International Circuit

Located in Jeddah’s Corniche area on the Red Sea approximately 12 km north of the city centre, the Kingdom’s new Formula 1 track has been widely hailed as among the best street circuits in the world. Developed in partnership by Tilke Engineers and F1’s own Motorsports Division, Jeddah International Circuit features fast flowing high-speed esses and chicanes, as well as long full throttle sections. Having successfully hosted the 2022 Saudi Arabian F1 GP in March, the track continues to prove one of Jeddah’s most popular new tourism attractions.

Trojena

One of the first major tourism projects announced under the NEOM banner, Trojena will include the region’s first outdoor ski resort, thanks to its location high up in the mountains 50km from Aqaba. The project, which is scheduled for completion in 2026, will also feature family and wellness resorts, retail and F&B outlets, and offer visitors a range of adventure tourism focused activities, including water sports and mountain biking. Trojena is expected to create more than 10,000 jobs and add US$800 million to the kingdom’s GDP by 2030.

Neom

This incredible futuristic city is being built from scratch in north-west Saudi Arabia on the Red Sea, adjacent to the Jordanian and Egyptian borders, creating the region’s first trans-national metropolis. Described by Saudi authorities as a “civilisational leap for humanity”, NEOM is envisaged as a global hub for advanced research and development and will house cutting-edge industries from bio-tech to robotic manufacturing. It will also become one of the region’s premier business and tourism destinations, housing hundreds of hotels and resorts, a convention centre and dozens of leisure attractions. Comprising towns, cities, ports, enterprise zones, research centres and sports and entertainment venues, NEOM will also be the home and workplace of more than a million residents from around the world.

The Rig

This unique tourism attraction, which is being developed by Saudi Arabia’s Public Investment Fund (PIF), will be designed to resemble an offshore oil platform, and will be situated in the Arabian Gulf. Covering an area of more than 150,000 sqm, the Rig will feature three hotels with 800 rooms, 11 restaurants, including underwater dining options, extreme sports and aquatic sporting experiences.

Soudah

Located in Saudi Arabia’s Asir region, this US$3 billion luxury mountain destination will include 2,700 hotel rooms, 1,300 residential units, and 30 unique commercial and entertainment attractions. Soudah Development Company (SDC) aims to develop Soudah and Rijal Alma’a into a repeat, year-long sustainable destination for residents and visitors that will contribute an estimate of $8 billion to the kingdom’s cumulative GDP by 2030. SDC also aims to attract more than two million visitors annually and expects the development to create 8,000 new hospitality and tourism jobs by 2030.

Qiddiya

Located 40km from downtown Riyadh and being developed at a cost of $500 billion, Qiddiya is envisaged as the kingdom’s capital of entertainment, sports and the arts and at 334 sqkm, will be more than twice the size of Walt Disney World Orlando in Florida when completed. It will feature five zones: Resort Core, City Centre, Motion Zone, Eco Zone and Golf Community. The world’s largest Six Flags theme park covering 32 hectares will be located in the Resort Core, as well as hotels and other tourism attractions. Qiddiya is also being pitched as a potential location for an F1 Grand Prix in Saudi Arabia while renowned golfer and golf course designer, Jack Nicklaus, recently confirmed he is designing a championship course in Qiddiya, his first in Saudi Arabia.

Qiddiya Water Theme Park

Being built at a cost of $750 million, the Qiddiya Water Theme Park will be one of the key entertainment attractions at Qiddiya, Saudi Arabia’s future capital of entertainment, sports, and culture. The tourism attraction, which will be Saudi Arabia’s first and the region’s largest water theme park, will cover an area 252,000 sqm and feature 22 rides and attractions – including nine that will be world firsts, the developer claims. The park will feature nine themed zones: the Entry Gate, Camel Rock, Dub Grotto, Wave Wadi, the Den, Viper Canyon, Arabian Peak, the Herding Grounds and Surf Lagoon, each of which is inspired by the native animals that inhabit the area around Qiddiya. The park’s design will incorporate advanced environmental systems designed to minimise the use of water through recycling in line with QIC’s sustainability practices. Some rides have been designed to use 75% less water compared to the more conventional rides found in other water parks. In addition, rainwater that falls on the site will be captured, treated, and reused for irrigating the destination.

Six Flags Qiddiya

The first Six Flags branded theme park in the Middle East and North Africa, Six Flags Qiddiya will cover an area of 320,000 sqm and feature 28 rides and attractions of which 10 will be thrill rides, with 18 rides designed for families and young children. Each ride is being designed exclusively for Qiddiya and will embody the rich cultural heritage of the location as well as Saudi Arabia. The theme park will be home to five signature rides that will break 10 world records including: Falcons Flight, the world’s tallest, fastest and longest coaster; Sirocco Tower, the world’s tallest, free-standing shot tower ride; Gyrospin, the world’s tallest pendulum ride; Spitfire, the world’s tallest inverted top hat coaster; and Iron Rattler, the world’s tallest tilt coaster. The rides and attractions at the theme park will be spread across six immersive lands: The City of Thrills, Discovery Springs, Steam Town, Twilight Gardens, Valley of Fortune, and Grand Exposition. The park is scheduled to open in 2023.

Riyadh Metro

One of the region’s largest urban infrastructure projects, the $23 billion Riyadh Metro is set to finally open later this year. Comprising six separate rail lines and 84 stations spanning a total length of 176km, the Metro forms the backbone of Riyadh’s new public transportation system. It is anticipated the service will carry up to 3.6 million passengers per day when fully operational.

Jeddah Central Project

The $20 billion redevelopment of Jeddah’s waterfront corniche is a long-term project that covers an area of 5.7 million square metres and will include a range of five-star hotels, retail and F&B outlets and museums. Other key attractions will include a state-of-the-art oceanarium, an opera house and a sports stadium. Phase one of the project, which is currently under development, will include the creation of one of the largest public beaches in Jeddah, alongside a new pier and marina facilities. The entire project is scheduled for completion in 2027.

Jeddah Tower

The $2 billion Jeddah Tower will eclipse Dubai’s Burj Khalifa and forthcoming Dubai Creek Tower as the world’s tallest building when it opens, rising to a staggering 1km. The centrepiece of the $20 billion Jeddah Economic City project, it will house a luxury hotel, residences, office space and an outdoor viewing platform that will double as an ‘air park’.

Amaala

Located on the Red Sea coastline and set to become the ‘Riviera of the Middle East’, Amaala will be a unique ultra-luxury destination with a focus on wellness and healthy living. The project will feature multiple marinas, a yacht club, art galleries, high-end wellness resorts and a host of additional tourist attractions, including a stunning amphitheatre.

Red Sea Project

The Red Sea Project is being pitched as “the world’s most ambitious luxury tourism development, offering an exclusive experience of unparalleled diversity for discerning global travellers”. This enormous tourism project encompasses an archipelago of more than 90 pristine islands, miles of sweeping desert and dramatic mountain landscapes. Highlights of the development, located on Saudi Arabia’s Red Sea Coast between the cities of Umluj and Al Wajh, will include a new airport, hotels, island resorts and luxury residences, multiple marinas, restaurants, and a variety of tourist attractions. The GIGA project will prove crucial to Saudi Arabia’s plan for attracting 100 million visitors annually by 2030 and will set a new standard for sustainable development, offering access to some of Saudi Arabia’s most important cultural treasures and protecting, preserving, and enhancing the natural environment.

BAHRAIN

Bahrain International Airport expansion, Manama

Bahrain International’s new 210,000 sqm passenger terminal finally opened in 2021, after being delayed by almost 12 months due to the pandemic. The opening of the facility has boosted the airport’s capacity from 9 million to 14 million passengers annually. It features a 4,600 sqm departure hall, 104 check-in counters, 36 passport control booths and 24 security checkpoints. The terminal is the centrepiece of the $1.1 billion Airport Modernisation Programme (AMP), one of the largest and most important projects in the kingdom’s history and the largest investment in Bahrain’s aviation sector for more than 20 years. Bahrain’s national carrier, Gulf Air operates from this terminal.

Bahrain International Exhibition and Convention Centre

Located in Sakhir, the new Bahrain International Exhibition and Convention Centre will boast more than 95,000 square metres of exhibition space spanning 10 halls, a 4,000-seat tiered auditorium and 95 meeting rooms. Set to open later this year, the venue is billed as being the largest exhibition and convention centre in the Middle East.

Bahrain Sports City

This integrated sports district, which is being developed at a cost of $467 million, will be located near to the Bahrain International Circuit in Sakhir. Highlights will include an international football stadium with capacity for 50,000 spectators as well as training pitches, an Olympic-sized swimming pool and other facilities.

Bahrain Metro

Set to cover a total distance of almost 110 km, the Bahrain Metro will feature driverless trains capable of transporting 43,000 passengers per hour. The entire network is expected to cost $2 billion to construct and will be implemented in four phases. The first phase, comprising two lines with a total length of 29km and served by 20 stations, is expected to be operational in 2027.

Hamad International Phase B expansion

Hamad International Airport’s (HIA) Phase B expansion is set to begin later this year, with the aim of increasing the air hub’s capacity to more than 60 million passengers annually. The airport’s redevelopment will include extensions to concourses D and E and an expansion of the airport’s main terminal, which will also benefit from the addition of a 7,000 sqm indoor tropical garden and 268 sqm water feature, creating a focal point for all travellers.

World Cup stadia

Qatar's eight stadia hosting the World Cup will each feature a distinct design: Al Bayt Stadium in Al Khor will resemble a large tent, in a nod to Qatar’s nomadic tribes; Al Rayyan Stadium will be a geometric structure that tells Qatar’s national story; and Al Thumama Stadium will resemble the Gahfiya – traditional male headwear. The largest structure, Lusail Stadium (pictured), will accommodate up to 80,000 fans and will host the opening and final games of the tournament.

Lusail City

Lusail City is a futuristic sustainable city covering 38 sq km and featuring some 19 multi-purpose residential, mixed-use, entertainment and commercial districts. The city will have its own tram network to reduce carbin emissions, which will connect to the new Doha Metro. The centrepiece of the project is the iconic Katara Towers at Lusail Marina District, which will be occupied by two hotels – a six-star Raffles and a five-star Fairmont.

Qetaifan Island North

Qetaifan Island North project is a new island destination accessible from the mainland via two iconic hanging bridges. Part of the Lusail City project, it’s close to the 80,000-seat Lusail Stadium and 27km from Hamad International. It will be home to Rixos Doha Qetaifan as well as a souq, beach club (pictured), theme park and water park. The theme park will feature The Icon Tower, the world’s highest structure of its kind, standing 82 metres and promising visitors a memorable adrenaline rush. In addition, ADMARES Construction and Qetaifan Projects have joined forces to build 16 floating luxury hotels on the island. Bringing 1,616 rooms to market, the temporary properties are designed to host visiting FIFA 2022 World Cup fans. The four-storey structures will all feature a restaurant, lounge/bar and 101 Scandinavian-style rooms and when the tournament is over, they will be relocated and repurposed.

Yiti development

Claimed to be one of the largest integrated tourism developments in Oman, the Yiti development will span 11 million sqm of the sultanate’s coastline overlooking the Sea of Oman. The master-planned development will feature residential components and resort-style amenities, alongside watersport attractions and a range of commercial, retail and leisure facilities.

Al Sahel Tourism project

Oman’s Qurayyat Development Company recently revealed plans to develop a new US$1 billion tourist resort in Al Sahel, which lies near the small fishing village of Qurayyat about 80 km south-east of Muscat. To be developed in three phases, the first phase of the development will cover an area of 130 hectares and will feature 400 homes, a 220-key four-star resort, and an equestrian and camel riding club. The second and third phases will see the construction of a golf academy, luxury waterfront villas, and new three and five-star hotels featuring 150 and 200 keys respectively. The project also includes the addition of a floating berth to the fishing port to moor ferries and yachts.

Al Araimi Walkway, Muscat, Oman

Oman’s first-ever ‘retailtainment destination’, this boulevard-style commercial centre features a four-star hotel, more than 370 retail outlets, a broad selection of cafés and restaurants and entertainment and leisure facilities, including a cinema and a water park. Developer Al Raid Group predicts the development will ultimately create up to 3,000 new jobs in Muscat.

Adam Safari Park, Adam

Oman’s first zoo, located in the Wilyat of Adam, will include a large safari park where numerous species of animals will roam freely; a safari hotel village and restaurant; an amusement park featuring a steel rollercoaster; a go-kart track and a large maze for children. The Adam Safari Park has been commissioned as part of the Oman Tourism Strategy.

Khazaen Economic City

Oman’s first giga project, Khazaen Economic City (KEC), will cover an area of 52 million sqm upon completion. In addition to ports and other economic infrastructure, KEC will feature hotels, commercial areas and entertainment zones. Located in Barka to the north of Muscat, it is the largest public-private partnership project currently underway in the Sultanate of Oman.

Kuwait Entertainment City

Kuwait’s new mega-tourism attraction, Kuwait Entertainment City, will span some 2,650 million sqm and will feature various themed areas, rides, and live entertainment venues.

Kuwait International Airport expansion

The $1.4 billion expansion of Kuwait’s international air hub is designed to boost overall capacity to 25 million passengers by 2025. The airport’s new, state-of-the-art terminal, which is scheduled to open in the fourth quarter of this year, will span four floors and will include 120 check-in desks, between 3 and 51 aircraft contact stands, and an automated baggage handling facility capable of processing almost 3,000 luggage items an hour. Other new developments include a multi-storey car park, taxiways, and aprons.

Saudi is taking its place on the global tourism stage, driving efforts to meet the demands of global travellers as we continue to open our arms and open our hearts to the world.”

FAHD

5.3% Tourism contributor to GDP

836,000 New jobs created 62mn Total visitation

32.5mn Domestic visitation

29.5mn International visitation

2030 KEY INDICATORS

10%+ Tourism contributor to GDP

1mn New jobs created 100mn Total visitation

45mn Domestic visitation

55mn International visitation

Fahd Hamidaddin, CEO and Member of the Board, Saudi Tourism Authority (STA), explains why Saudi Arabia is the most exciting opportunity in tourism today

Home of the old, first place of the new

Q: What have been STA’s major achievements over the past year?

Saudi is going through an amazing transformation and tourism is at the forefront. Despite the challenges created by the pandemic, we have driven domestic and international awareness of everything the destination has to offer. We have worked closely with the private sector to secure more than 300 global partners and deliver more than 270 products. The result has been a record 55.5 million domestic visits and a 35% increase in non-religious inbound visitation in 2021.

Saudi today is recognised as an exciting new destination, the authentic home of Arabia and the emerging leisure and entertainment hub of the region; and we are just getting started.

Q: How has the destination successfully navigated the pandemic?

While the travel and tourism sector was paralysed by the pandemic, Saudi kept moving. Although the priority was to save lives, we were also committed to protecting livelihoods and jobs by building a culture of domestic tourism.

We were among the first to roll out COVIDrelated safety protocols, aligned with the World Travel & Tourism Council (WTTC) Safe Travel guidelines and the IATA Travel Pass. Close collaboration across government and private sector and strong support from the country’s leadership were key to helping us ensure tourism was up and running as quickly as possible

Throughout the pandemic, STA delivered a sustained programme of promotion in close collaboration with the country’s destination management companies (DMCs), opening up destinations relatively unknown to domestic travellers. The results were significant. Between 2020 and 2021, Saudi saw a 37% increase in new DMCs entering the market, supported by a 43% increase in domestic leisure tourism, all without a concomitant spike in COVID infections.

Q: What has been the impact of Saudi easing travel restrictions?

Saudi was among the first countries in the world to completely lift COVID-related travel restrictions and the results speak for themselves.

The lifting of restrictions was a significant boost to the success of landmark events like the

MDLBeast electronic dance music festival, which attracted more than 730,000 visitors to become the biggest event of its kind in the world, and the Riyadh Season lifestyle festival, which welcomed more than 11 million visitors.

Most importantly, these events were delivered safely and without a resulting spike in COVID cases.

And while entertainment events have been particularly successful in attracting short-haul visitors from the GCC, we are also seeing significant growth in long-haul arrivals. In the first quarter of 2022 more than 50% of inbound travellers came from Europe, the Americas and APAC.

Q: What are the prospects for Saudi’s tourism industry in 2022?

Saudi’s successful navigation of the pandemic has firmly positioned the destination as tourism begins to recover.

According to UNWTO data, Saudi’s inbound travel figures have reached 72% of pre-pandemic levels, compared to a global average of 33%, outpacing APAC (7%), Europe (47%) and the broader Middle East (37%). This is a clear demonstration of just how much Saudi has to offer travellers, especially those seeking to understand the cultural heritage of the wider Arabian world. This is the authentic home of Arabia, combining culture, pristine nature, diverse landscapes and a rapidly expanding entertainment offering. It’s a year-round destination with stunning UNESCO World Heritage sites, vibrant marine ecosystems, temperate highlands and a diverse range of cuisine and cultures, plus breathtaking landscapes spanning some 13 regions.

We are also investing more in tourism than any other country the world, in destinations, infrastructure, business support and training.

And we’re seeing more small-to-medium-sized businesses across the country beginning to think differently about the future, recognising the immense growth opportunities within the tourism sector.

I believe that Saudi is the most exciting destination in tourism today, not only because it is still relatively undiscovered by travellers, but also for the incredible opportunity it presents to tourism-related businesses.

If you are in tourism, you should be in Saudi.

Q: What progress has been made with achieving the tourism targets of Vision 2030?

Tourism is a sector that cuts across entire economies. Vision 2030 is about a new blueprint for Saudi’s socioeconomic future, so tourism both affects and is affected by many areas of the plan.

The opening of the entertainment sector, for example, has significantly boosted tourism opportunities, which we have realised through sustained promotion and visitor attraction. The introduction of the e-visa has greatly facilitated visitation.

I think perhaps the most profound impact of Vision 2030 has been in the way Saudis, especially Saudi women, have embraced tourism as a career opportunity.

At STA for example, almost half our team are women across every area of our business, from legal and strategy to marketing and commercial and everything in between.

I believe that tourism is about residents first. Residents are the ultimate beneficiaries of tourism, protecting cultural assets, preserving and enhancing natural environments, and creating long-term career opportunities. By involving our local communities in our plans, we give them the opportunity of owning their country as hosts.

Tourism becomes a part of their lives and livelihoods. It's not tourism happening to them – it is inspiring them to stand proud and be a part of shaping how their country is moving forward.

Q: What tourism sub-sectors are the authority's growth priorities?

Saudi has so much to offer that we have to be strategic about where we invest as well as visionary about what we want the destination to be.

We have a very strong cultural and heritage offer, anchored in six UNESCO World Heritage Sites, including iconic locations like AlUla and Diriyah, as well as more than 10,000 other sites of archaeological interest.

We have an extraordinary natural asset in the Saudi Red Sea, which is home to untouched beaches and thriving coral reefs.

We have already started to unlock this asset through the introduction of cruise and we are expanding our sun-andsea offer through the continued, thoughtful development of the coast.

Outdoor adventure is a key sector, from the Great Arabian Dunes, which are perfect for desert glamping and authentic Bedouin experiences unique to Saudi, to the temperate Highlands of Aseer, which offer a stunning contrast to the more prevalent perceptions of Saudi.

Saudi is also an incredibly vibrant youth capital, with a calendar of entertainment and sporting events that are attracting global attention, supported by a burgeoning dining scene that includes world-class international