Saudi Arabia's big push to boost tourism

It was more than a century ago, a man from Kashmir in British India travelled to Hejaz, western part of today's Kingdom of Saudi Arabia (KSA). At that time, the region was a part of the Ottoman Empire and the holy city of Makkah along with Madinah and Jeddah also belonged to Hejaz.

The man named Sulaiman finally settled in Madinah, the city of Prophet Muhammd (PUBH). His family and descendants adopted the heritages and traditions of the region which finally became the part of KSA in 1932.

Today, one of Sulaiman's grandsons, Emad Muhammad Abdul Rahman Kashmiri is proud of being a citizen of the country and also a part of the rich culture and history. Despite developing his career as a medical professional for more than three decades he has now become a promoter of Saudi Arabia's tourism.

"From my childhood, I was interested to know about the history and heritage of Saudi Arabia and developed a passion in this regard," said Emad. "I have devoted myself to read, learn and explore the wonderful history of the country besides my medical profession. My passion drives me to launch my tour company."

Emad was talking to a group of media representatives from Bangladesh and Pakistan during the last week of February. They were invited by Saudi Tourism Authority (STA) for a familiarisation tour in Saudi Arabia and the event was organised by Emad's tour company named Hamza Camel Tours.

"Besides the holy site of Kaaba and Al Masjed Al Haram in Makkah and Al Masjid an Nabawi in Madinah, there are many historical and archaeological sites in Saudi Arabia," he said. "We want tourists to explore those sites besides the religious places."

Every year millions of Muslims across the world come to Makkah to perform Hajj during the second week of Dhul Hijjah, the 12th Islamic lunar month. Muslims also come throughout the year to perform Umrah. Besides performing the religious obligations, many of them visit different places.

Emad also said that there are eight UNESCO recognised World Heritage Sites in KSA and they are expecting that more will be added in the list in near future.

"The government of KSA has been working in a planned manner to make the country a global destination not only for religious pilgrimage but also for its rich history, arts, and traditions," he added.

"The revival of cultural landmarks such as Diriyah, AlUla, and UNESCO-listed sites has significantly enhanced the country's global international appeal," he continued.

Under the Vision 2030's Quality of Life Program, the nation is advancing with rapid developments in the cultural sector among others. It is expected that the cultural sector will contribute more than $47.9 billion to the Kingdom's gross domestic product (GDP) by 2030.

Emad demonstrated his knowledge in history while he guided media representatives on the first day of the tour at Diriyah which is the home of the At-Turaif UNESCO World Heritage Site.

A beautifully preserved mud-brick city that was the birthplace of the KSA and the original home of House Al Saud, the place is northwest of Riyadh, the capital of the country.

Riyadh has already emerged as a key global financial and investment hub in competition with Dubai.

"The KSA government has offered a set of incentives to relocate regional headquarters of multinational corporations to the capital city of Saudi Arabia mostly from Dubai," said Emad.

Without having the regional headquarters, it is now difficult for MNEs to do business in the KSA and avail various opportunities.

Emad guided the media representatives to Madinah, Jeddah, Makkah and Taif and showed the unique diversity of the land where religious and spiritual atmosphere has blended with history, heritage, modernity and luxury.

The massive investment in physical communication and hospitality infrastructure coupled with ease of visa processing has already started to turn the country into a grand attraction for tourists across the world.

It is now easier for a Muslim traveller to visit the country besides performing Umrah throughout the year except Hajj season. Anyone availing a visit visa is now allowed to perform Umrah.

Except for the restrictions in Makkah and certain areas of Madinah, non-Muslims can travel in the rest of the country.

"Those who want luxurious leisure can come to Jeddah Yacht Club and Marina (JYC), the first of its kind along the Red Sea Coast," Emad said.

The club can accommodate over 100 yachts and superyachts, and offers customs and immigration services for all vessels entering the region.

The Saudi Tourism Authority (STA) is building partnerships around the world to drive awareness of the destination and unlock opportunities for collaborations. Its informative website (www.sta.gov.sa) also provides all necessary information.

The media familiarisation trip coincided with the Founding Day of the KSA. Every year February 22 is celebrated as Founding Day, to recognise the foundation of the First Saudi State in 1727 by Imam Muhammad bin Saud.

The celebration stretches over a week in various parts of the country. People gather to enjoy the traditional dance, music and food.

asjadulk@gmail.com