What's Happening?
Saudi Arabia is focusing on expanding its tourism sector by attracting Western tourists, but faces strategic misalignment. Despite having the world's largest annual religious gathering and proximity to Asia's emerging middle class, the kingdom is fixated
on courting Europeans and Americans. This approach overlooks the potential of existing Muslim family visitors and VFR traffic. The country aims to redefine its image and influence among Muslims worldwide, but inflated visitor metrics and strategic missteps could undermine its tourism ambitions.
Why It's Important?
Saudi Arabia's tourism strategy is pivotal for its economic diversification and cultural transformation. Successfully attracting Western tourists could enhance its global image and economic prospects. However, the focus on Western visitors may not be sustainable, given the existing strengths in religious tourism and proximity to Asian markets. The kingdom's ability to balance cultural identity with modern tourism development is crucial for its long-term success and influence in the Muslim world.
