The country’s tourism strategy is built on pillars of Immersion, Inspiration, Discovery, and Insight
Experiential tourism isn’t just a trend; it’s a transformative movement that is reshaping the way we travel. From diving deep into nature’s embrace to uncovering a destination’s soul, the essence of experiential tourism lies in its power to immerse, inspire, discover, and offer profound insights.
In Saudi Arabia, this movement has taken flight, with flagship projects like NEOM, AlUla, and the Red Sea Project, leading the way. These ventures promise innovative experiences, tapping into a burgeoning tourism market while championing sustainability initiatives to attract eco-conscious travellers.
With over 255 projects underway, valued at US$1.7 trillion, according to The Big 5 Construct Saudi conference, Saudi Arabia is reshaping its landscape, focusing on travel and tourism infrastructure.
As part of its Vision 2030 plan set out in 2016, the Kingdom set ambitious targets to welcome 100 million tourists, this has since been revised to attract 150 million annual tourist visits by the decade’s end.
The results speak volumes: in just five years since the country opened to tourists, Saudi Arabia has emerged as one of the world’s fastest-growing tourism markets, surpassing expectations and setting new standards for growth.
In 2023, the country welcomed 27 million foreign tourists, exceeding its initial target by over 100 percent. This growth shows no signs of slowing, with tourism figures rising by 10% and tourist spending increasing by more than 17 percent in the first three months of 2024.
The keys to successful integration of experiential tourism in Saudi Arabia are the pillars of Immersion, Inspiration, Discovery, and Insight. By prioritising these principles, the Kingdom aspires to serve as a beacon for the wider Middle East and beyond, promoting a deeper understanding and appreciation of the transformative power of tourism.
Immersive
The Red Sea Project invites travellers to delve deep into the serene environment of pristine islands, fostering a connection with nature that symbolises true immersion. This luxurious, eco-friendly experience emphasises conservation while providing activities like diving, which allow visitors to immerse themselves literally and metaphorically in Saudi Arabia’s unique marine biodiversity. Supported by significant investments, including the signing of 1,000 contracts worth over US$6.7billion, the project is a cornerstone of Saudi Arabia’s Vision 2030 initiative.
Inspirational
The pursuit of inspiration is vividly alive in AlUla as one of the first properties to open to tourists, it blends ancient heritage with modern luxury and offers visitors a journey through time enriched with history and opulence.
With a US$15 billion investment, the “Journey Through Time Masterplan” promises to redefine the travel experience.
Discovery
Discovery is at the heart of Saudi Arabia’s cultural and entertainment scene, with the nation playing host to an array of high-profile events designed to captivate global audiences. From the prestigious Red Sea International Film Festival to the vibrant festivities of Riyadh Season, and the adrenaline-pumping excitement of the Saudi Arabian Grand Prix, Saudi Arabia offers a diverse tapestry of experiences that aim to leave a lasting impression.
Recent data from the travel booking platform Wego reveals a growing appetite among MENA residents for a truly cultural experience. Since July 2023, Saudi Arabia has consistently held the coveted number one spot on Wego’s travel ‘wish list’ indicating a strong desire among MENA residents to explore the Kingdom’s rich heritage and dynamic offerings.
Insightful
Insight plays a pivotal role in Saudi Arabia’s experiential tourism endeavours, evidenced by initiatives such as the Al Qiddiya project near Riyadh.
Positioned to emerge as a premier hub for entertainment and sports, this ambitious undertaking offers a glimpse into the evolving cultural landscape of Saudi Arabia.
By blending arts, sports, and entertainment, the project provides a deeper understanding of Saudi society’s dynamic character. According to local reports, the investment in this expansive entertainment, sports, and cultural destination is estimated at SAR10 billion (approximately US$2.7 billion), with contracts already awarded for its construction.
Saudi Arabia is pioneering a revolutionary approach to experiential tourism, setting new standards in the industry. The Kingdom’s visionary strategy encompasses a diverse array of offerings, exemplified by ambitious like NEOM, Al Qiddiya, and the Red Sea Project.
These large-scale developments are designed to captivate global audiences by leveraging the intrinsic beauty of the region’s landscapes and cultural heritage, offering unparalleled adventure and leisure experiences. Unlike traditional luxury resorts, these destinations transcend the ordinary, each boasting its distinct ethos and allure.
By venturing beyond conventional urban-centric tourism, Saudi Arabia taps into the vast expanses of its deserts and coastlines, unveiling a world of possibilities for intrepid travellers seeking authentic encounters with nature and culture.
Saudi Arabia’s dedication to experiential tourism within the framework of Vision 2030 signifies a strategic shift aimed at broadening its economic horizons and enhancing the quality of life for residents and visitors alike.
Through the development of projects that spotlight its distinctive cultural and natural landscapes, the Kingdom fosters meaningful connections that resonate on a global scale. This holistic approach stimulates tourism, fosters community engagement, safeguards local traditions, and champions sustainable growth.
https://www.hoteliermiddleeast.com/saudi-arabia/saudi-arabias-us1-7-trillion-experiential-tourism-market
