Desert Rock is a luxury resort located in a hidden valley in Saudi Arabia. — Desert Rock
What pops up in your mind when you hear or read, “Saudi Arabia”? The Kaaba in Mecca? The country’s conservative ways?
Or perhaps you wonder whether Saudi Arabia would be a good travel destination, and if so, would the country be overwhelmingly “religious”?
Given the initiatives of the Crown Prince Mohammed bin Salman Al Saud (or MBS, as he is widely known) that have taken place in the past few years, the kingdom is experiencing an unprecedented transformation – from being an ultra-conservative country to one that is headed fast towards modernisation.
When it comes to tourism, Saudi Arabia has relaxed its visa policy (although the US$50/RM220 fee is still steep for most people), and welcoming travellers from across the globe to the country.
The young Crown Prince is showcasing to the world a “brand new” kingdom, one that is not just an oil-producing giant and religious hub, but also an exciting new travel destination that promises tons of surprises.
It is, in fact, a refreshing and timely change. Today, women are allowed to drive, attend major public events like football matches and concerts, while as far back as in 2018, cinemas were opened for the first time in more than three decades without gender-segregated seating.
The history of AlUla oasis can be traced back to 2,000 years ago, during the ancient Nabataean civilisation. In the past, the oasis was an important rail stop between Damascus in Syria and Madinah; it was also a commercial and cultural hub. — Photos: LEESAN
Also, foreign female tourists are no longer required to wear headscarves in public. (Of course, just like many places around the world, women and sometimes even men are required to wear head coverings when visiting religious buildings and spaces.)
All these point to the fact that Saudi Arabia is making an effort to connect with the world.
In October 2019, the Saudi government officially started issuing tourist visas to non-Muslim foreigners. Two months later, 12 travel buddies and I were among the earliest non-Muslim foreigners to enter the country on tourist visas.
Back then, the kingdom had near-zero tourism resources: There were no proper tour agencies, professional guides, tour coaches, or even suitable restaurants for foreign tourists.
Tourism activities were mainly concentrated in the commercial hub of Jeddah, as well as the capital city, Riyadh.
The old Jeddah international airport was in a state of utter chaos, although it did offer a glimpse into the real, “old Saudi”.
The writer’s travel buddies at the Al-Balad district in Jeddah. Built in the 7th century, the place used to be a major seaport.
Recently, four years after the Covid-19 outbreak, I set foot in the kingdom once again just to see how far it has come in terms of its development in infrastructure and tourism planning.
And what I saw was simply amazing.
Firstly, the brand new King Abdulaziz International Airport in Jeddah rivals the world’s mega aviation hubs.
The ultra modern Riyadh Metro was already up and running, providing convenient urban transportation for local residents and tourists alike. Each of the stations boasted unique designs that showcased the country’s unique cultural heritage.
Luxurious hotels, world-class restaurants and financial centres have sprung up like mushrooms after a good rain shower, stealing the attention of global travellers and business investors.
Then there’s the impressive Diriyah historical district development, featuring the best of Saudi’s rich historical and cultural legacies.
And in an unprecedented move, the AlUla conservation area – Saudi’s first Unesco World Heritage Site – is now open to foreign visitors.
Diriyah is said to be where the Saudi kingdom began more than 1,400 years ago. The government has spared no effort to unearth the ruins buried under the desert sand.
Non-Muslim tourists are also currently allowed to visit certain areas in Madinah.
Other developments include the completion of the high speed railway linking Madinah to Jeddah and Mecca; the opening of a handful of luxury water villas in the Red Sea; and the launch of the Desert Rock, a luxury resort located in a hidden valley.
The Saudi tourism industry is certainly taking off in a big way, thanks to MBS’ far-sighted economic reform and Vision 2030 programme. Against the backdrop of a global shift in the energy landscape, Saudi Arabia is determined to wean itself from its over-dependence on oil.
The kingdom is now hoping to see tourism become an important economic pillar, as it is a more sustainable development.
As such, Saudi Arabia is on a mission to become a top global travel destination, aiming to welcome 150 million tourists by 2030. Massive investments are being pumped into tourism projects like NEOM, the Red Sea resorts, and Diriyah Gate.
However, religious or faith tourism remains a key focus, as 15 million Muslims visit the place annually – and numbers are constantly rising.
From the ancient wonders of AlUla to the pristine Red Sea beaches, Saudi Arabia is opening its doors to adventurers, culture seekers, and luxury travellers alike, making it an exciting destination for the future.
So, what does it have to offer tourists? Let me show you in pictures, after which you would hopefully plan a visit yourself.
The views expressed here are entirely the writer’s own.
Leesan, the globe-trotting traveller who has visited 147 countries and seven continents, enjoys sharing his travel stories and insights. He has also authored six books.
