Q&A - His Excellency Ahmed Alkhateeb

What are the current growth trends and future targets in Saudi Arabia’s tourism sector, especially in light of the upcoming Expo 2030 and other significant national initiatives?

Saudi Arabia’s tourism sector is experiencing a dynamic phase of growth, underscoring the country’s strategic initiatives to emerge as a top global tourism destination. This growth is fuelled by a series of targeted investments and policy reforms aimed at enhancing the sector’s appeal and driving economic development. The first quarter of 2023 alone marked a significant milestone, with a 64% increase in international arrivals, propelling Saudi Arabia to the second position worldwide in this metric. In alignment with these positive trends, the Kingdom has revised its tourism goals, now aiming to attract 150 million total visits by 2030, with a significant focus on international tourism.

This ambitious vision for the tourism sector is supported by an $800 billion investment commitment, part of a broader economic strategy that opens over $6 trillion in investment potential through 2030. This approach is not just about attracting tourists but also about enhancing the overall infrastructure and quality of services. This includes substantial expansion in hotel accommodations and broadening the eVisa program to 63 countries.

As Saudi Arabia gears up to host Expo 2030, it is positioned not just as a participant but as a central hub for international collaboration and cultural exchange. The Expo is anticipated to draw 40 million site visits and an unprecedented one billion visits in the metaverse, reflecting Saudi Arabia’s commitment to blending its rich heritage with technological innovation. Additionally, the Kingdom’s plans to host significant events like the FIFA World Cup and the UNWTO General Assembly further emphasises its ambition to be a global tourism hotspot. These initiatives are integral to Saudi Arabia’s Vision 2030, showcasing the country’s dedication to establishing itself as a cultural, economic, and technological leader on the world stage.

Saudi Arabia is one of Heathrow’s most popular flight destinations. Where do British tourists rank in your global mix of visitors?

In 2022, Saudi Arabia experienced a significant resurgence in the number of British tourists, which underscores the UK’s vital role in the Saudi tourism sector. In 2022, Saudi welcomed 249,000 UK tourists, accounting for 1.5% of its total inbound visitors. More than 70% of these visitors came to Saudi Arabia for leisure purposes.

Notably, within the European and American markets, in 2022 the UK was the largest source market for Saudi Arabia. This resurgence is particularly impressive, considering the global travel challenges in recent years. The latest figures indicate a strong recovery in tourism from the UK and reaffirm the UK’s status as a key market in Saudi Arabia’s expanding tourism industry.

How is the development progressing of the King Salman International Airport, given it will form a critical component of the nation’s tourism infrastructure? And how will local transport be integrated with this hub?

The development of the King Salman International Airport (KSIA) is proceeding as planned, with a focus on the detailed master plan and the design of key assets. As a central element of Saudi Arabia’s tourism infrastructure, KSIA is envisioned to be more than just an airport; it is set to be a comprehensive transportation hub, facilitating seamless travel and connectivity for visitors.

Integral to this vision is the ground transportation centre at KSIA, designed to offer multimodal connections. This centre will include a range of transport options such as metro services, buses, car rentals, private cars, and shared riding options. These facilities are strategically planned to ensure efficient and convenient connectivity for visitors to the heart of the city, thereby enhancing the overall travel experience.

In terms of capacity and economic impact, KSIA is expected to handle 120 million passengers by 2030. This high volume of traffic underscores the airport’s role as a gateway to the Kingdom, catering to a growing number of tourists and business travellers. The economic contribution of KSIA is significant, with an expected annual addition of 27 billion Saudi Riyals to the gross domestic product. Additionally, the airport’s operation and associated activities are projected to create 103,000 direct and indirect job opportunities. This not only highlights the economic significance of KSIA but also its role in job creation and economic diversification, in line with Saudi Arabia’s Vision 2030.

Overall, KSIA is set to be a central component of Saudi Arabia’s tourism infrastructure, reflecting the Kingdom’s commitment to developing a world-class transportation network that supports its ambition to become a leading global tourism destination.

How is Saudi Arabia using its substantial investments in the sports sector to attract international travellers and enhance its position in global sports tourism?

Saudi Arabia is rapidly emerging as a global hub for sports tourism, leveraging its investment in a variety of high-profile sporting events to attract international travellers. The Kingdom’s hosting of events like the Diriyah ePrix, the Formula 1 Grand Prix in Jeddah, and featuring international superstars in the Saudi Pro League exemplify this strategic focus. Additionally, the boxing matches featuring Anthony Joshua vs Otto Wallin and Tyson Fury vs Oleksandr Usyk further underscore Saudi Arabia’s commitment to bringing world-class sports events to its soil.

The role of sports in boosting tourism in Saudi Arabia is crucial. The sector is making a substantial contribution to the country’s economy, aligning with Vision 2030’s objective to diversify beyond oil. This economic impact is expected to continue growing, transforming the sports sector into a significant pillar of the national GDP.

To attract travellers keen on sports, Saudi Arabia has invested heavily in upgrading its sports infrastructure. This includes developing new, state-of-the-art sporting facilities and enhancing existing venues to offer an exceptional experience for visitors. These efforts are not only about enriching the sports sector but also about bolstering the Kingdom’s appeal as a tourism destination.

Saudi Arabia’s investment in sports aims to create a sustainable market for sports-related travel, drawing significant numbers of international visitors. By offering diverse sporting events, the Kingdom presents a unique blend of sports excitement with its rich cultural heritage and leisure opportunities. This strategy is pivotal in positioning Saudi Arabia as a premier destination for sports tourism, attracting global travellers seeking distinctive and engaging sports experiences.

For the original Saudi ePrix, held in 2018, why was Diriyah chosen under the Vision 2030 strategy?

Diriyah is regarded as the birthplace of Saudi Arabia. The site of the founding of the First Saudi State in 1727, it is a prominent symbol of Saudi Arabia’s modern identity. An ancient city with centuries of rich culture and history, it showcases and catalyses the incredible success that Vision 2030 is achieving across the Kingdom. Combining nearly 300 years of precious heritage with the best of luxury residential, hospitality and entertainment offerings, the Diriyah giga-project is creating a quality of life rooted in a human-centric and sustainability-centred lifestyle that embraces culture and our shared connections. The capacity to bring people together is at the heart of this remarkable and groundbreaking urban cultural development. Diriyah’s past is one of cultural exchange, learning and discovery. Over the centuries, it has served as a central gathering place for traders, scholars, academics, and travellers throughout the Arabian Peninsula. What better place to host the first Formula E race in the Middle East?

A leading environmentally friendly event, the ePrix aligns closely with Saudi Arabia’s sustainability agenda. As we create a greener future, championing events and innovations that deliver on our climate goals furthers our collective progress towards a healthier planet for all.

During the first ePrix we welcomed visitors from over 80 countries to the event, and all those who travelled to Diriyah could explore and immerse themselves in the history of one of our most important historical sites.

Showcasing our culture to the world and creating places for cultural exchange is key to unlocking the sector’s full potential as the Kingdom’s tourism sector grows. Diriyah is one of those places and stands as a leading example of the incredible possibilities that Vision 2030 and the Kingdom’s opening to the world are bringing.

Parts of Diriyah are designated a UNESCO World Heritage Site. As you expand the city and attract more visitors, how will you remain sensitive and protective of that status and your heritage?

Diriyah is located around At-Turaif. A UNESCO World Heritage Site since 2010, it is home to some of Saudi Arabia’s most precious monuments and historical sites. The ancestral home of the house of Al Saud and today known as the City of Earth, it is undergoing an extraordinary redevelopment backed by a $63.2 billion investment pipeline. At the heart of this 14 square-kilometre giga-project is the preservation and celebration of Saudi culture and heritage. From construction inspired by the city’s synonymous Najdi mudbrick architecture to a lifestyle that reflects the ways that Saudis have lived in Diriyah for centuries, Diriyah’s redevelopment is enriching and extending the vibrant and time-honoured heritage that makes the city so unique. The Diriyah giga-project is also preserving and enhancing the area’s natural environment. A key feature was the rejuvenation of Diriyah itself, with more than 6.5 million trees, plants, and shrubs planted across the development area, and other initiatives including improving the circular economy and waste management practices, maintaining and improving biodiversity and monitoring the environmental footprint of the project have ensured that this historical redevelopment will benefit us all for centuries to come.

“By offering diverse sporting events, the Kingdom presents a unique blend of excitement and rich cultural heritage”

Events like Formula E, Diriyah Season, or Saudi Arabia’s first Art Biennale create focal points in Diriyah’s calendar that bring like-minded visitors together to explore and learn more about its identity and historical contribution to the Kingdom. From reimagining international brands with local architecture to showcasing unique customs and traditions, Diriyah preserves its heritage and keeps its spirit alive for future generations.

How has the local community of Diriyah benefited from the ePrix?

Diriyah’s local community is at the centre of the giga-project and its future. The Diriyah masterplan, the blueprint for its redevelopment, places people – their opportunities, quality of life and future prospects – at the heart of Diriyah.

Diriyah Company, the developer driving the project, is a prominent incubator of Saudi national talent. It is championing the local workforce, with almost 86% of the Company’s staff being Saudi and 14% Diriyah locals. 36% of its staff are women, and 16% hold management roles within the Company.

Diriyah must harness Saudi minds and talent to create a sustainable local economy and world-class destination and community. By 2030, the project will have created 178,000 jobs and contribute over $18.6 billion per year to Saudi Arabia’s national GDP.

Set to receive over 50 million annual visits by 2030, Diriyah and its local community are at the forefront of the Kingdom’s national transformation agenda. From partnerships with leading educational institutions such as King Salman University in Riyadh that are opening new skills and training programs to Diriyah locals to educational programs for local schools and young people, Diriyah’s community has access to an unprecedented level of opportunity and will be at the heart of the city’s long-term growth and success.

International motorsport, and indeed travel, generally involves flying around the world. How is the tourism sector in Saudi Arabia incorporating sustainability practices?

Saudi Arabia is actively incorporating sustainability into its tourism sector, particularly relevant in the context of international events like the Diriyah ePrix. The Kingdom has ambitious goals for its travel and tourism (T&T) sector, aiming to attract 150 million visits annually by 2030, create one million new jobs, and contribute 10% of its GDP.

Now, from a climate action perspective, the Kingdom is also committed to having 50% of its power generated from renewable sources by 2030, reaching net zero emissions by 2060, growing 10 billion trees, and placing 30% of sovereign land and sea under protection. The Kingdom’s tourism objectives are rooted in sustainable practices, emphasising climate protection, nature preservation, and support for local communities.

The country’s commitment to sustainable tourism is evidenced by its significant achievements in reducing greenhouse gas (GHG) emissions. Saudi Arabia was ranked 15th globally by a World Travel Tourism Council report, for the most substantial reduction in GHG emissions in the T&T sector, with an average annual decrease in emissions intensity of 2.8% between 2010-2019. This accomplishment reflects Saudi Arabia’s broader environmental goals and the effective integration of sustainable practices in tourism, including initiatives in urban planning and community engagement, such as the integration of local communities in AlUla.

On the global stage, Saudi Arabia’s dedication to sustainable tourism is further demonstrated through the establishment of the Sustainable Tourism Global Center (STGC). The STGC’s mandate is to lead the tourism industry’s transition to net zero emissions while safeguarding natural habitats and uplifting communities. This initiative is particularly significant considering the global T&T sector’s responsibility for 8.1% of worldwide GHG emissions. By championing sustainable tourism, Saudi Arabia is not only transforming its own tourism sector but is also influencing global practices, marking a critical step towards a more sustainable future for international travel and motorsports.

By 2030, what might a two-week trip combining Saudi motorsport and recreation look like to potential visitors to the Kingdom?

By 2030, a two-week journey to Saudi Arabia, combining motorsports with a wide variety of cultural and recreational experiences, will be an opportunity for visitors to experience what makes the Kingdom the most attractive global tourism destination.

The first week would be an exciting experience of Saudi motorsports, featuring top-line events like the Diriyah ePrix. These events demonstrate Saudi Arabia’s commitment to sustainable, high-tech sports, set against the backdrop of modern infrastructure and hospitality. This period would also provide a unique opportunity to engage with the festivities and innovations surrounding Expo 2030, a prestigious event that Saudi Arabia will be hosting, showcasing its role in driving global collaboration and showcasing cutting-edge advancements.

For the second week, the focus would shift to Saudi Arabia’s rich cultural heritage and diverse natural landscapes. Visitors could immerse themselves in the history and beauty of UNESCO World Heritage Sites, exploring sites like AlUla and Diriyah. The experience would be enriched by the vibrant urban life in cities like Riyadh and Jeddah, offering a mix of modern entertainment and cultural events. Nature lovers could visit the Soudah Peaks project, providing unique mountainous adventures.

Accommodations would range from luxury to eco-friendly, with the Kingdom set to expand its hotel offerings to over 854,000 rooms by 2030. Projects like NEOM and The Red Sea Project highlight Saudi Arabia’s dedication to sustainable tourism, offering visitors luxurious yet eco-conscious travel experiences. This two-week journey in 2030 will offer more than just a glimpse into Saudi Arabia’s motorsports, it will be a deep dive into a culture that blends its rich heritage with modern innovations, all part of Saudi Arabia’s ambitious vision for its tourism sector.