With Saudi Arabia making significant strides towards realising its Vision 2030 roadmap for economic diversification, the tourism industry has emerged as a key alternative engine of growth. While many of the attractions underpinning the expansion of Saudi Arabia’s tourism sector are technologically advanced offerings, a key pillar of the government’s approach to developing tourism is maintaining a focus on culture and heritage. As such, much of its strategy aims to leverage the country’s cultural attractions. Considerable investment is being directed towards transforming its historical sites into modern tourist destinations while retaining their authenticity and providing an immersive journey into Saudi culture.
As part of this drive, the Ministry of Culture was established in 2018 with three key objectives: promoting culture as a way of life, enabling culture to contribute to economic growth and creating opportunities for global cultural exchange. The focus is on ensuring that the culture sector will contribute to strengthening national identity, boosting the economy, improving quality of life, creating employment and forging international relationships. The cultural sector is projected to contribute 3% to the Kingdom’s GDP, generate $20bn in revenue and create 100,000 new opportunities for full-time employment by 2030. “Saudi Arabia’s focus on Saudiisation and economic diversification is driving rapid growth in the tourism and hospitality sector, with local brands emerging as key players in this transformation,” Eman Mandili, general manager of Jareed Hotel Riyadh, told OBG.
Cultural Attractions
Saudi Arabia’s range of cultural offerings includes over 350 sites of historical importance. Additionally, there are eight UNESCO World Heritage sites in the country, including the Hegra Archaeological Site – which features well-preserved tombs and decorated facades – and Al Balad, the historic district of Jeddah. As of October 2024 a total of 13 of the country’s cultural practices had been recognised on UNESCO’s Representative List of Intangible Cultural Heritage of Humanity, including falconry and the art of Sadu weaving. The two most recent additions to the list were made during 2023, with the inclusion of the Harees dish, in collaboration with Oman and the UAE, and traditional metal engraving, in partnership with nine other countries.
Elsewhere, the Saudi Seasons programme was launched in 2019 in order to promote entertainment, culture and heritage through a series of festivals held in different cities throughout the year. It includes sports and music events, as well as exhibitions and live entertainment. The first iteration of Saudi Seasons attracted over 50m visitors and created 100,000 permanent and seasonal jobs. Overseen by the General Entertainment Authority, the Seasons events are poised to continue growing in popularity, with the latest Riyadh Season attracting more than 6m visitors in its first three weeks after opening on October 28, 2023. Such events are aimed at both international and domestic audiences, and the Kingdom has recorded sizeable growth in cultural participation among Saudi citizens. Indeed, the 2023 national Cultural Participation Survey found that 69% of respondents had participated in at least one cultural activity in the past 12 months.
Key Developments
One of the most notable projects being undertaken to develop cultural tourism is Diriyah, a $62.2bn giga-project overseen by the Public Investment Fund, the Kingdom’s sovereign wealth fund. Located on the outskirts of Riyadh, Diriyah is regarded as the birthplace of the country, and the ancestral home of the Al Saud family. It is also home to the At-Turaif District UNESCO World Heritage site. The project aims to transform the site into a tourist destination, with its historical significance set as the main focus of the attraction, and it includes the development of the Bujairi Terrace dining destination and the House of Al Saud Museum. The first phase of development was opened to the public in December 2022, featuring galleries, museums, and the remains of city walls, royal palaces and mosques. Set for a completion date of late 2027, the development is expected to house 100,000 residents and welcome 50m visitors annually by 2030.
The Al Ula project, meanwhile, is a development featuring an archaeological, cultural and tourism complex, and an open-air museum. It is home to the country’s first UNESCO World Heritage Site and features ancient tombs and rock formations. In line the values of Vision 2030, Al Ula will maintain a focus on sustainability and environmental preservation. Significant progress has been made to ensure that development takes place in a manner that preserves the area’s archaeological and cultural heritage. Overseen by the Royal Commission for Al Ula (RCU), the restoration of the Old Town has relied on the use of local natural resources and practices, based on archaeological excavation. Efforts extended to fieldwork including engagement with elderly residents to have them describe demolished buildings. In addition, the Al Ula Design Studio was established in 2020 to deliver complimentary consultancy services to local residents so that they can develop their home designs in a sustainable manner. Sustainability guidelines include directing the design of the main openings towards courtyards or small open spaces, providing options for natural lighting and ventilation.
The RCU also sponsors the Al Ula Cultural Scholarship Programme, launched in 2018, which provides students from Al Ula with study opportunities in various fields related to the development of a sustainable and attractive cultural environment in the governorate. The 2023 edition of the programme benefitted a total of 248 scholarship students in fields including hospitality, tourism, urban design, arts, history, museums and archaeology. Meanwhile, Al Ula is home to a number of prominent hotel developments that are helping to position it as a thriving tourism destination, including the Banyan Tree Resort, which opened in 2022 and in 2023 received the prestigious Prix Versailles Special Prize for Exterior from UNESCO, in an awards event dedicated to outstanding commercial architecture. The area includes art and shopping districts, as well as several historical and natural attractions.
Long-Term Prospects
Saudi Arabia’s drive to position tourism as a central pillar of economic diversification is entwined with its mission of preserving and showcasing Saudi heritage and culture. With the industry expanding the range of attractions available to domestic and international tourists, including the development of large-scale options such as Al Ula and Diriyah, alongside culture and entertainment programmes such as Saudi Seasons, Saudi Arabia is expected to nurture the sector further, ultimately helping the Kingdom achieve its Vision 2030 targets.
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