should be in Saudi”

restaurants, as well as introducing Saudi’s own distinctive regional cuisines. And of course, we have a huge spiritual offer, not only for the world’s two billion Muslims visiting to perform Umrah and explore more of their spiritual heritage, but for anyone interested in a unique experience grounded in personal growth and wellness.

Q: What’s new in Saudi for 2022 in terms of new tourism attractions and experiences?

I think that 2022 will be a watershed for tourism in Saudi, with an extraordinary range of attractions coming online, as well as the first phases of some of our gigaprojects. We have a significant pipeline of new leading hotels opening their doors in 2022 and world-renowned restaurants will welcome new diners. teamLab Borderless Jeddah will be a new digital art space in Jeddah and Cyan Waterpark will join the ranks of world-class waterparks across the globe. Saudi Design Festival, The Saudi Cup and Jeddah Grand Prix may have already passed for 2022 but were certainly highlights for tourists and Saudis alike.

The first phases of Diriyah and the Red Sea will begin welcoming guests this year and we are expanding our cruise offer to include both Saudi-specific and international cruises.

We’re also opening up many of the country’s nature reserves to tourism to give travellers a personal experience of Saudi’s unique ecosystems and wildlife.

Q: How is the hotel market shaping up in Saudi?

Saudi is investing significantly in hotel capacity and we have the largest pipeline of new rooms of any destination in the world. With 80,000 rooms under contract, Saudi accounts for 3.2% of the total global pipeline of 2.5 million.

What I find especially exciting is the number of brands that are coming to Saudi for the first time – brands like Banyan Tree, Nobu and Habitas, as they recognise the growth potential for the market.

And, of course, established operators including Hilton, Accor, Marriott and IHG have all announced extensive growth plans for the market.

We are also witnessing the growth of domestic hospitality brands, which is very exciting, as more people and businesses start to recognise the huge opportunity that tourism presents.

Brands like the Boutique Group will manage and convert historic and cultural palaces across the country into luxury boutique hotels.

These brands not only inject an authentic Arabian flavour into our hospitality offering but create opportunities for young Saudis to play a very personal role in building our domestic tourism economy.

Q: What’s your sustainable tourism development strategy and how does Saudi aim to set new global benchmarks in this respect?

Saudi has a made a very public and far-reaching commitment to sustainable, and more importantly, regenerative tourism. Our focus is on establishing a leading global destination by purposefully engineering social, cultural, economic and environmental imperatives.

As part of this policy, Saudi created the Principles for Redesigning Tourism, which put at front-and-centre the core issues we must immediately address – including international collaboration, sustainability, the economy and tourism’s role in strengthening our society.

More importantly though, we are delivering. The Red Sea is already setting a new global standard in regenerative tourism, targeting a carbon-neutral destination 100% powered by renewable energy and delivering a net positive impact on the natural environment.

AlUla is making a significant investment in local communities, creating opportunities for people who live in the region to build successful careers, powered by tourism, on their doorsteps.

Soudah is developing a highland destination with a strong focus on preserving

Clockwise from above: Saudi is home to diverse landscapes

Riyadh is one of many thriving KSA hotel markets

Soudah is developing a highland destination the environmental integrity and protecting the destination’s natural assets following a rigorous regulatory framework and urban planning code to underpin all its development activities.

The city of Riyadh has launched an initiative to plant 7.5 million trees around the city, increasing biodiversity, decreasing energy consumption and creating attractive green spaces for residents and visitors alike to enjoy.

Our natural and cultural assets are the reason that people visit us.

We have seen the world over the environmental, community and financial cost of prioritising tourism over the preservation of the environment and the livelihoods that it supports. We don’t intend to make the same mistakes.

Q: What is your ultimate vision in terms of positioning Saudi as a global tourism destination?

Saudi offers endless diversity and endless surprise. It is the authentic home of Arabia. It is the home of the old: of the sanctuaries of Arabia, the birthplace of the Arabian language.

It is the first place of the new – the capital of youth and the engine of growth.

And it is the most exciting opportunity in tourism today.