Saudi Arabia is gaining global recognition for its efforts to champion inclusive tourism, aiming to make travel accessible and enjoyable for all. One of the leaders in this movement is Aradhana Khowala, a global expert in travel, tourism, and hospitality. As the former Managing Director of Tourism at NEOM and the current Chair of the Red Sea Advisory Board, Khowala is at the forefront of the drive to make the Kingdom a beacon of inclusivity.
In a recent interview, she emphasised the importance of accessible travel and shared her vision for a more inclusive tourism industry in Saudi Arabia.
Accessibility and commercial value
“There’s a moral imperative to do the right thing, but moral and ethical considerations don’t have to be mutually exclusive with financial goals,” Khowala said. She highlighted that 10-16% of the world’s population has some form of disability, and those who are wheelchair-bound make up only a fraction. Disabilities can range from visual and hearing impairments to neurodiversity, and this diverse group represents a significant market segment.
Khowala believes that accessible travel is not just a moral obligation but also makes commercial sense. “Accessible travellers are a sticky market,” she noted. “If you find a destination or hotel that meets your needs, you’ll never shift.” Moreover, travellers with disabilities often bring an entourage or family members, making them a lucrative segment.
Red Sea project leading the way
The Red Sea Project, one of Saudi Arabia’s flagship tourism developments, is pioneering accessible tourism. “We’re creating inclusive ways for guests to experience sustainability and explore our oceans. The Red sea and AMAALA will be home to Saudi’s first PADI Adaptive Service Facilities, opening the experience up to divers of all abilities by adding wheelchair access to sites as well as having adaptive techniques instructors available,” Khowala explained.
“Why shouldn’t they see the corals?” she asked. “Why did it take us so long to get here? But I’m happy that we are finally there.”
Top-down strategic approach
Khowala stressed that inclusivity needs to be a top-down strategic intervention rather than an afterthought. “It’s crucial to distinguish between experiences and activities and the overall customer experience,” she said. “A CXO [Chief Experience Officer] is a real title because they focus on every touchpoint, from booking to arriving at the destination.”
She also highlighted the importance of data-driven, tech-enabled customer journey mapping, ensuring that experiences are equally accessible for everyone.
Global movement towards inclusivity
The global travel industry is increasingly embracing inclusivity, as evidenced by recent reports from the World Travel & Tourism Council (WTTC) and the United Nations World Tourism Organization (UNWTO).
The WTTC’s new report, “Creating Belonging: Diversity, Equity, Inclusion & Belonging in Travel & Tourism,” maps out the current state of inclusivity in the sector. It analyses employment trends across six economies—Rwanda, Australia, the US, the UK, South Africa, and the EU—focusing on the representation of women, the LGBTQ+ community, and people with disabilities.
The UNWTO’s San Marino Action Agenda for Accessible Tourism for All promotes inclusivity throughout the tourism value chain. This includes adopting international standards and raising awareness of the social and economic benefits of accessible tourism.
Breaking barriers and best practices
At the recent WTTC Summit in Kigali, Rwanda, John Sage, CEO of Accessible Travel Solutions, highlighted the challenges faced by travellers with disabilities. “When I start to travel, I start to run into unexpected accessibility barriers and I start to feel disabled. And that’s not a good feeling,” he said.
Sage emphasised the need for detailed accessibility documentation to help disabled travellers feel confident and safe. “Most hotels have a dozen bullet points, and that’s just not enough. It needs to have photographs and measurements,” he added.
A blueprint for inclusivity
To support the travel industry’s inclusivity efforts, the WTTC released the “Inclusive & Accessible Travel Guidelines.” The UNWTO’s San Marino Action Agenda complements this by providing actionable steps for all stakeholders, including:
- Prioritising accessibility interventions, even with scarce resources.
- Applying universal design and international standards.
- Raising awareness of the social and economic advantages of accessible tourism.
- Aligning marketing strategies with the needs of all travellers.
Aradhana Khowala’s visionary leadership and unwavering commitment to inclusivity are paving the way for a more accessible tourism industry in Saudi Arabia. By creating destinations like the Red Sea Project that cater to everyone, regardless of ability, Saudi Arabia is setting a global standard for inclusive tourism.
As Khowala eloquently put it, “Experiences should be equally accessible for everyone.” With strategic initiatives like the Red Sea Project and global guidelines from the WTTC and UNWTO, the Kingdom is well on its way to becoming a leader in inclusive tourism.
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