São Paulo – As a sign of its willingness to invest in tourism and make it a relevant sector in its economy, Saudi Arabia will host from November 28 to December 1st in Riyadh the World Travel & Tourism Council (WTTC) Global Summit, one of the world’s leading tourism events. In an interview with ANBA, WTTC senior Membership, Commercial & Events vice president Maribel Rodríguez (pictured) said that Saudi Arabia will have the fastest growth rate in tourism across the Middle East over the next ten years.
Hosting the WTTC summit is usually a clear message to the international market on a country’s willingness to opening up to tourism. The event itself boosts the sector due to the sheer number of players it brings together. The summit takes place once a year to discuss the paths and future of the global tourism and gathers representatives of the public and private sector like the main leaders of companies and Tourism ministers. According to Rodríguez, usually some 1,500 to 2,000 people attend. “Discussions are high-level,” she said.
To host the WTTC summit, a country needs the council’s approval. According to Rodríguez, the support of the country’s highest governmental level is important as it is a sign of its commitment to invest in the event, not only economically but in tourism actions as well. “The cities and countries that host it are lucky to be able to welcome new companies, it’s a global showcase that requires the highest level of support for tourism,” the vice president said.
Rodríguez says that this year’s host, Saudi Arabia, is a country that is opening up to tourism and saw in tourism an opportunity to diversify its economy beyond oil. “They are looking forward to the future,” she said about the country, pointing out that Saudi Arabia is following Vision 2030, a strategy aimed at making the country grow and expand its revenue resources across several sectors. In addition to tourism, sustainable development is also part of the plan.
According to the WTTC’s executive, Saudi Arabia’s tourism share of the gross domestic product (GDP) is expected to grow an average of 11% a year over the next decade, the fastest rate in the Middle East. She says the country wants to be a global leader in tourism. Rodríguez says that Saudi Arabia has followed this path since 2019, when it launched an international campaign and facilitated the digital issuance of visas. “It has changed more and more every time I go,” Rodríguez says on her travels to the Arab country.
Saudi Arabia is strong in religious tourism as it welcomes many Muslims on pilgrimage to the holy city of Mecca and in days and other places related to Islam. The WTTC’s executive says that this tourism is still very big in the country but stresses the large growth expected in the sector. She says that investments in restorations, musical concerts, the establishment of Saudi Tourism Authority, and other actions favorable to the development of the sector.
“The country has much to show, is a huge country, it has the North, the South, beaches, places like Alula,” she says. Alula is in the desert and is home to the ruins of the old town, a UNESCO World Heritage site. On tourism promotion websites, Saudi Arabia says that Alula holds tombs that are the legacy of a 7,000-year-old civilization, natural rock formations and canyons, as well as adventure sports, and other attractions.
Rodríguez says the country is still unknown in tourism but is showing itself little by little. For those who want to visit Saudi Arabia for tourism, she says that she is impressed with the country’s investment in music. “They are now very attuned in music, hosting concerts in all cities, every day of the week, not only on weekends,” she says. The executive also highlighted the local cuisine, with modern restaurants, international food, and the presence of large food chains in the country. She says that all this, mixed with the local tradition, is very beautiful.
The WTTC summit is expected to help bring the attention of international tourism operators to Saudi Arabia. Besides showcasing investment opportunities in the country, the meeting promotes networking between participants like operators, authorities and destinations, and it will get international media coverage, thus giving exposure for Saudi Arabia and the participating countries. The summit is aimed at guests, but Rodríguez says that delegations can send an email to WTTC (events@wttc.org) to apply.
Translated by Guilherme Miranda
