Saudi Arabia's Bold Global Tourism Efforts Gain Traction But With Locals For Now

It turns out that Covid-19 has created a domestic travel smash hit that is unprecedented for Saudi Arabia. Beyond the much-needed tourism revenue this brings, a surge in locals exploring their own kingdom provides another unexpected gain: improving the kingdom's preparedness to serve international tourists when doors open again, say its industry executives. This past summer, the eyes of many Saudis were peeled for the first time on destinations in their own country, as Saudi Tourism Authority and the private sector — battered by Covid-19 like everyone else in the world — turned to the domestic market as the only source. Saudis typically travel overseas for holiday, with the other Arab states and Europe as popular regions. But the kingdom's ban on all international travel to and from the country since early March to control the spread of Covid-19 makes overseas travel out of question. The government began reopening at the end of May, enabling locals to travel domestically, but international flights remain suspended. There has always been a domestic travel market, however, it was primarily for business, visiting friends and relatives, attending weddings and other special occasions, and for religious reasons, said Muzzammil Ahussain, executive vice president of the consumer travel unit at Saudi-listed Seera. “The big shift is the purpose is different. Now domestic travel is primarily leisure,” said Ahussain. Saudis weren't native leisure travelers at home because new destinations and experiences were never brought to their attention, said Mohammed M.S. Binmahfouz, founder and CEO of Jeddah-based Umrahme Business. “As soon as the domestic campaign highlighted those amazing places within the country, Saudi travelers started to visit and enjoy such unexplored places within the kingdom. “There are many new destinations, such as Neom, Amaala, Qiddiya and Red Sea islands [90 islands near Tabuk alone], besides rediscovering the amazing cultural and geological sites in Umluj [billed as the Maldives of Saudi Arabia], Tabuk, Al-Ula, Al-Baha, Abha and many others,” said Binmahfouz. Cool Campaign Saudi Tourism Authority's “Saudi Summer” campaign encouraged citizens and expats to enjoy 10 destinations along the Red Sea, from Tabuk in the north to Jazan in the