How Saudi Arabia is making itself a top tourism destination for a winter getaway

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Historic AlUla in Saudi Arabia’s northwest has become a popular venue for concerts and exhibitions, including the Azimuth festival. (MDLBEAST photo)
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A international musical ensemble performs during the Qeman International Festival for Mountain Performing Arts in Abha. (Huda Bashatah/Arab News)
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The 2023 Diriyah E-Prix saw 11 teams and 22 drivers take to the race grid for the fifth time in the Kingdom since Crown Prince Mohammed bin Salman inaugurated the event in December 2018. (AN photo by Abdulrahman Shalhoub)
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Updated 06 January 2024
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How Saudi Arabia is making itself a top tourism destination for a winter getaway

  • With a packed schedule of events lined up this season, the Kingdom is fast becoming a major leisure and entertainment hub
  • From the Diriyah E-Prix and Saudi Cup to AlUla concerts and all new Red Sea resorts, Saudi Arabia is the place to spend the winter

RIYADH: When one thought of winter holiday destinations, the Kingdom of Saudi Arabia was rarely the first place that sprang to mind. But with a packed schedule of events lined up in the tourism and entertainment calendar this season, that appears set to change.

The Saudi Tourism Authority is holding a groundbreaking 17,000 events, making the Kingdom one of the world’s most happening winter destinations. From “Winter at Tantora” in AlUla to folklore festivals, Saudi Arabia is fast emerging as an unlikely favorite.

Just a few years ago, picnics on the corniche or gatherings in the desert were the pinnacle of winter entertainment in Saudi Arabia. This winter, however, travelers are arriving from all corners of the globe, drawn by the breadth of activities now on offer.




Just a few years ago, gatherings in the desert were the pinnacle of winter entertainment in Saudi Arabia. (SPA)

“Tourism in Saudi Arabia is going from strength to strength, playing a pivotal role in diversifying our economy through the creation of numerous job opportunities and supporting the private sector,” Abdullah Al-Dakhil, spokesperson and corporate communications director at the Saudi Tourism Authority, told Arab News.

“We’re rapidly advancing towards our Vision 2030 targets, with the support of the tourism ecosystem, now aiming for 150 million visits by 2030.”

The past year has been marked by several notable achievements. The Saudi Central Bank recently reported that visitor spending exceeded SR 100 billion ($26.6 billion) in the first three quarters of 2023.




On its third edition which ran until December 16, 2023,  Noor Riyadh — the world's largest light art festival, was another big crowd drawer. (RCRC photo)

Moreover, the UN World Tourism Organization recognized the Kingdom as the world’s second-fastest-growing tourism destination for the first quarter of last year.

Tourist numbers in Saudi Arabia saw a 142 percent surge in the first half of 2023, with 14.2 million visitors traveling to the Kingdom and a 132 percent increase in spending by inbound travelers during that same period, registered at SR 86.9 billion.

The Kingdom’s National Tourism Strategy had initially set a target of 100 million tourists annually by 2030. However, Ahmed Al-Khateeb, the Saudi minister of tourism, announced in October that this ambition had been revised up to 150 million.

In the first seven months of 2023, Saudi Arabia received 17 million international visitors with a view to accepting 30 million by year’s end.

This would mark a significant leap seeing as there were just 4.14 million inbound tourists in 2020, according to the Ministry of Tourism. In comparison, France, the world’s most visited country, received approximately 117 million inbound visitors in 2020.




Turaif District in Diriyah, Riyadh, is one of the Kingdom's seven UNESCO World Heritage sites. (DGDA photo)

“The Saudi Tourism Authority is committed to fostering growth in collaboration with our partners, showcasing Saudi’s unique and varied attractions, including our dynamic winter season with an array of family-friendly activities, and our seven UNESCO World Heritage sites, such as Hegra Archaeological Site in AlUla, Historic Jeddah, and Turaif District in Diriyah,” said Al-Dakhil.

“Looking ahead to 2024, Saudi will become more accessible with new flight routes, additional hotel accommodations, and our enhanced e-visa system. We are excited to welcome new visitors from around the globe.”




A general view of the peloton competing during the 3rd Saudi Tour 2023 - Stage 5 a 142.9km stage from AlUla Old Town to Maraya on February 03, 2023. (Getty Images)

Celebrity visitors, including Will Smith, Johnny Depp, Sofia Vergara, Alicia Keys, and Andrew Garfield, have already made visits to the Kingdom.

Jeddah’s Al-Balad has always been an attractive historical destination. Now a new calendar of cultural events has rejuvenated interest. In the coming months, it will host the Balad Al-Fann initiative and Voices of Al-Balad. 

Over in Riyadh, the Diriyah E-Prix takes place at the end of January followed by the Saudi Cup — the Kingdom’s prized equestrian event — in February. 4

Riyadh is also host to the Middle East’s first Disney Castle, featuring five zones and live musical shows, an immersive life-sized Monopoly board, virtual reality gaming at Metaworld, a unique experience for football fans at CR7 Signature Museum, and a fusion of art and cuisine at Layali Diriyah.




The 2023 Saudi Cup attracted over 1,400 entries, with horses from 22 countries participating at the King Abdulaziz Racecourse in Riyadh from Feb. 24 – 25.

On the Red Sea coast, meanwhile, the opening of the Kingdom’s new Red Sea International Airport in September has seen a flurry of reservations at the region’s new St. Regis Red Sea Resort, Nujuma Ritz Carlton Reserve, and Six Senses Southern Dunes. 

In the Kingdom’s northwest, AlUla’s relaxing getaway retreats and music festivals have already solidified its status as a year-round must-visit destination, but the AlUla Arts Festival in February will be a particular draw.

Visitors can also relax under captivating night skies until March 9 with stargazing at Gharameel or seek a thrill in a hot air balloon with unforgettable views of the region at the AlUla Skies Festival from April 10 to 17.  




AlUla’s ancient civilizations, positioned at the crossroads of trade, communicated with diverse cultures, many of which were heavily influenced by astronomy. (Instagram/experiencealula)

AlUla, included in the Conde Nast Traveler list “Seven Wonders of the World for 2023,” boasts some of the Kingdom’s oldest historic monuments, including Jabal AlFil (Elephant Rock), Hegra (previously named Madaen Saleh), and Dadan and Lihyan. 

Visitors can also catch a unique musical experience at AlUla’s awe-inspiring Maraya Concert Hall, an edifice covered in 9,740 mirrors, allowing it to blend seamlessly into the surrounding landscape, or walk into AlUla’s revived Old Town, which still contains remnants of original stone and mud brick buildings. 




A general view of the AlUla oasis. (RCA photo)

The Kingdom was not always brimming with so many entertainment options. Since the Saudi Tourism Authority’s establishment in 2020, the Kingdom has undergone a tremendous transformation, helping to drive the region’s post-pandemic tourism recovery.

Tourist arrivals in Saudi Arabia almost reached pre-pandemic levels in the first quarter of 2023, according to a report by HSBC Global Research.   

Previously, foreign tourism to Saudi Arabia was limited to special tour parties and pilgrims. That was until the Kingdom opened its doors to leisure tourism in 2019 with the introduction of a new e-visa. Since then, the industry has become one of its key economic drivers. 

“In the 1920s, the world came to Saudi for oil, but in the 2020s, we’re expecting the people of the world to come for tourism. That’s why we say that tourism is the new oil,” Fahd Hamidaddin, CEO of the Saudi Tourism Authority, said in a recent interview with The National. 

Its progress has not gone unnoticed. Saudi Arabia was deemed an industry game-changer in the World Travel Market 2023 yearbook. 

Last year, Saudi Arabia was the official host of World Tourism Day, an international day established by the UNWTO to celebrate the power of the sector in bridging cultures.




Performers from different nations helped enliven last year's Qeman International Festival for Mountain Performing Arts in Abha. (SPA)

And there are still several projects that are yet to come to fruition that will continue to revolutionize the events, entertainment, and tourism sector.

Sindalah, the Saudi dream island, will become a global yachting destination, while the mega-project NEOM has unveiled Norlana, an ultra-modern active lifestyle community in the northwest of the Kingdom.

Also on the horizon is the Kingdom’s first ski resort in Trojena, which will host the first winter sporting event held in an Arab country. 

Saudi Arabia has also won the bid to host the AFC Asian Cup in 2027 and its bid to host World Expo 2030. All eyes are now on whether the Kingdom will score a hat trick and win its bid to host the 2034 FIFA World Cup.




Jeddah Season 2023, which ran for 60 days from May, set a new attendance record of over 6 million people — the highest number in its short history. (SPA)

“In just a few years, Saudi has quickly risen to become the world’s most exciting new destination, providing the biggest opportunities in tourism today,” Hamidaddin said in a recent interview with WTM.

This rapid development is down to the Saudi government’s countless efforts to develop the Kingdom’s leisure, entertainment, and tourism sectors and to transform it into a global hub for visitors. 

Building upon the 2019 e-visa, which allowed 63 nationalities to visit the region, the Gulf Cooperation Council residents visa was announced in 2022, followed by the stop-over visa in 2023, which grants a complimentary one-night hotel stay when booking through the national carrier, SAUDIA. 

This could be followed in 2024 with a GCC-wide visa, allowing tourists to visit Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE all on the same visa.




Argentine football legend Lionel Messi during a visit with his family to Riyadh in May 2023. (File photo)

Last year also saw the launch of the Rethink Summer campaign and a return visit by Saudi tourism ambassador Lionel Messi alongside his family. 

It also saw the growth of collaborations with international entities, a Saudi Tourism Authority roadshow in India, the signing of a memorandum of understanding with the Trip.com Group, and the hosting of a two-week Saudi Culture Exhibition in Paris.

Saudi Arabia is currently the biggest tourism investor in the world with investments expected to reach $800 billion by 2030. An additional $550 billion will be dedicated to developing tourist destinations. 

As travelers consider their options for a last-minute winter getaway, many will no doubt be making Saudi Arabia their first choice. 

 


Saudi defense minister and Lebanese army chief review military and defense relations

Updated 7 min 18 sec ago
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Saudi defense minister and Lebanese army chief review military and defense relations

  • Prince Khalid bin Salman and Gen. Joseph Aoun discuss latest developments in Lebanon and how the Kingdom can support efforts to protect the security and stability of the country

RIYADH: Prince Khalid bin Salman, Saudi Arabia’s minister of defense held talks with Gen. Joseph Aoun, commander of the Lebanese army, in Riyadh on Thursday.

They reviewed military and defense relations between their countries and discussed the latest developments in Lebanon, the Saudi Press Agency reported.

Before setting off for the Kingdom, Aoun said the talks would focus on ways to enhance cooperation between the Saudi and Lebanese armed forces, and ways in which the Kingdom can support efforts to protect the security and stability of Lebanon.

Prince Yazid bin Mohammed, an advisor to the Saudi foreign minister on Lebanese affairs, and Hisham bin Abdulaziz bin Saif, director general of the defense minister’s office also attended the meeting, as did Gen. Imad Khreish, director of the Lebanese army commander’s office.


Discover Beyond Hail tour wraps up under governor’s patronage

Updated 11 min 14 sec ago
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Discover Beyond Hail tour wraps up under governor’s patronage

HAIL: The Saudi Tourism Development Fund has concluded a campaign promoting travel in Hail, northwest Saudi Arabia.

The Discover Beyond Hail tour was held under the patronage and presence of Hail Gov. Prince Abdulaziz bin Saad bin Abdulaziz.

Hail was the latest stop on the tour, which covered Asir, Al-Ahsa and Taif. The wider scheme is part of a nationwide effort to spotlight untapped investment opportunities across Saudi tourism destinations.

Prince Abdulaziz was briefed about the participating entities and their content. Mohammad Al-Romaizan, chief of staff and corporate governance officer at the TDF, delivered a speech on behalf of the fund’s CEO, Qusai Al-Fakhri, underlining the significance of enhancing tourism investments in Hail.

He said: “At the Tourism Development Fund, we are dedicated to empowering private sector projects in Hail by offering tailored financial and non-financial solutions that support and empower investments in the tourism sector in a sustainable manner.

“By showcasing Hail’s rich heritage and unique cultural identity, we aim to drive sustainable investments in tourism that contribute to the region’s economic development and create a vibrant future for its communities.”

The Discover Beyond Hail tour featured activities including panel discussions on advancing tourism development in Hail, success stories of transformative projects, and inspiring narratives shared by local influencers and content creators in the region.

An exhibition and interactive workshops offered valuable insights into tourism enablement programs and provided one-on-one consultations for investors and stakeholders willing to capitalize on the sector’s investment opportunities.


Why 2024 was a pivotal year for AI adoption and innovation in Saudi Arabia

Updated 21 sec ago
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Why 2024 was a pivotal year for AI adoption and innovation in Saudi Arabia

  • AI events and initiatives throughout the year have cemented the Kingdom’s place as a regional tech leader
  • Thanks to new investments, Saudi Arabia now ranks 14th globally and 1st in the Arab world in the Global AI Index

RIYADH: Saudi Arabia has enjoyed a fruitful year of events and initiatives intended to advance the adoption of artificial intelligence, propelling the Kingdom to the 14th position in the Global AI Index and 1st in the Arab world.

Recently, Saudi Arabia was also ranked third globally in the Organization for Economic Co-operation and Development’s AI Policy Observatory, behind the US and the UK. But how did the Kingdom rise to such heights?

The “State of AI in Saudi Arabia” report, unveiled by Abdullah bin Sharaf Al-Ghamdi, the president of the Saudi Data and Artificial Intelligence Authority, detailed the Kingdom’s advancements from 2019-23 during the Global AI Summit held in Riyadh in September.

The report provided a comprehensive overview of the Kingdom’s progress in AI, focusing on seven key pillars: regulations and policies, investment, infrastructure, data, talent development, research and innovation, and adoption.

It also highlighted the Saudi Data and AI Authority’s central role in driving the Kingdom’s digital transformation. According to SDAIA’s forecasts, AI is expected to contribute SR58.8 trillion ($15.6 trillion) to the global economy by 2030 and create 98 million jobs by 2025.

Mohammed Al-Qarni, an academic and consultant on AI for business, believes the rapid pace of the Kingdom’s AI adoption has come at “a critical time.”

MOZN office in Riyadh. (Abdulrahman bin Shalhoub)



“It is now or never,” Al-Qarni told Arab News. “Saudi Arabia’s Vision 2030 ambition to be a globally competitive nation means that we must proactively utilize the latest technology to our advantage.

“Think of AI as a means to diversify the economy, another Vision 2030 ambition, or to develop globally competitive citizens.

“How rapidly we advance in AI adoption will significantly impact these ambitions. That being said, I think there is a long way to go. As AI is still developing, we must be agile to shape its future, whether in governance and ethics, technical development, or its impact on human lives.”

Al-Qarni said the most impressive advancement in 2024 was the Riyadh Declaration, a document announced during the 19th session of the Internet Governance Forum, hosted by Saudi Arabia and organized by the UN.

According to the Saudi Press Agency, the declaration focuses on AI with its inclusive, innovative, and impactful dimensions and emphasizes the need for using AI technologies to enable digital access, enhance digital knowledge, address global challenges, and unlock economic value.

“It asserts Saudi global leadership in AI and focuses on AI’s inclusive, innovative, and transformative potential,” said Al-Qarni.

“The Declaration highlights the importance of leveraging AI technologies to expand digital access, enhance digital literacy, tackle global challenges, and unlock significant economic value worldwide.”

He added: “Nations that embrace AI will win, and those who let fear of AI get the best of them will lose.

Smart Citizens actively embrace AI-powered technologies in luxury apartments and homes. (Supplied)



“Globally, the next few years will offer as much opportunity as risk. Saudi Arabia has shown that it would be in the first camp. I expect more investment in human capital and technology. I also expect regulations to mature over the next few years, and I hope those regulations will more effectively support AI innovation and adoption.”

The past 12 months have seen a flurry of AI investment activity. The Kingdom recently launched a $100 billion AI initiative, named “Project Transcendence,” to position itself as a global tech hub.

The project, led by the Public Investment Fund in collaboration with Google, aims to support local tech startups, create jobs, and collaborate with technology firms globally.

From fashion to sports, AI is already being utilized in almost every sector imaginable. The boxing rematch between Oleksandr Usyk and Tyson Fury in Riyadh on Dec. 21 featured an experimental fourth judge powered by AI, designed to help eliminate bias and human error in scoring.

Technology that supports good sportsmanship has also extended to the digital realm. FACEIT, a platform that uses Minerva, employs specialized AI technology to understand in-game actions and other non-text chat behaviors to improve multiplayer gaming experiences.

DID YOU KNOW?

• The Riyadh Declaration focused on AI’s transformative potential, enhancing digital access, literacy, and addressing global challenges.

• Project Transcendence is a $100 billion initiative led by Saudi Arabia and Google to support startups and create jobs.

• Saudi achievements in the health sector include the world’s first fully robotic heart transplant at King Faisal Specialist Hospital in Riyadh.

• Generative AI research at KAUST aims to pioneer innovation and address global challenges through training and upskilling.


Saudi Arabia’s health-tech sector is also undergoing a major transformation driven by AI, promising significant economic and operational benefits. A McKinsey & Co. analysis forecasts that by 2030, AI could unlock $15 to $27 billion in economic value for the Kingdom’s medical sector.

The Saudi health sector has made significant strides thanks to AI, such as the world’s first fully robotic heart transplant performed on a 16-year-old patient suffering from end-stage heart failure at King Faisal Specialist Hospital and Research Center in Riyadh.

A medical team led by Dr. Feras Khaliel, head of cardiac surgery and director of the Robotics and Minimally Invasive Surgery Program at KFSHRC, performed the operation after practicing the procedure virtually.

These solutions have already shown results with a 40 percent decrease in false alarms. (Supplied)



Saudi Arabia’s King Abdullah University of Science and Technology has also joined the global AI race by accelerating generative AI research through models aligned with the Kingdom’s Research Development and Innovation Authority.

Its Center of Excellence on Generative AI (GenAI Coe) intends to become the premier hub for pioneering generative AI technology to address the most pressing challenges faced by the Kingdom and the world.

The GenAI CoE also intends to focus on making a positive impact through GenAI training and upskilling programs for KAUST researchers, partners, and the general public. Through these training outreach initiatives, the CoE hopes to address the shortage of GenAI talent in Saudi Arabia.

As the Kingdom enters 2025, it is well-positioned to continue its meteoric rise as an AI leader.

 


Amazon deal delivers Diriyah tech boost

DGDA signed an agreement with Amazon to enhance cooperation in cultural and technical fields.
Updated 45 min 35 sec ago
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Amazon deal delivers Diriyah tech boost

  • Collaboration will enrich visitor experience at historical sites in Diriyah, and expand cultural content through Amazon Alexa, a virtual assistant technology

RIYADH: The Diriyah Gate Development Authority has signed an agreement with tech giant Amazon to enhance cooperation in cultural and technical fields.

This collaboration will enrich the visitor experience at historical sites in Diriyah, and expand cultural and historical content through Amazon Alexa, a virtual assistant technology.

The deal was signed by Group CEO of DGDA, Jerry Inzerillo, and Amazon Saudi Arabia Country Manager, Abdo Chlala.

Inzerillo said: “This day represents the beginning of an ongoing collaboration that will help make Diriyah a global destination for culture and heritage as we connect the past to the future by investing in modern technologies, highlighting the rich heritage of Diriyah and the authentic culture of the Kingdom of Saudi Arabia.”

Eric King, Amazon’s managing director of Alexa International for EMEA & APAC, said: “We are excited to team up with the Diriyah Gate Development Authority to celebrate the cultural heritage of Saudi Arabia.

“This collaboration will showcase the Kingdom’s rich traditions and history through our innovative technology that continues to delight our customers and enhance their experiences.”


Indonesian People’s Consultative Assembly speaker visits Muslim World League

Speaker of the Indonesian People’s Consultative Assembly, Ahmad Muzani, is received by MWL secretary-general Mohammed Al-Issa
Updated 26 December 2024
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Indonesian People’s Consultative Assembly speaker visits Muslim World League

  • Muzani expressed appreciation for the MWL’s global efforts to promote Islam’s message of peace and tolerance

RIYADH: The speaker of the Indonesian People’s Consultative Assembly, Ahmad Muzani, led a delegation to the headquarters of the Muslim World League in Makkah.

Muzani was received by Dr. Mohammed Al-Issa, the league’s secretary-general and chairman of the Organization of Muslim Scholars.

Muzani delivered greetings from Indonesian President Prabowo Subianto and expressed appreciation for the MWL’s global efforts to promote Islam’s message of peace and tolerance.

He said that the league, through its extensive outreach and dialogue initiatives across diverse cultures and religions, effectively conveys the true essence of Islam.