Exclusive interview with Mohammed Amer AlModhayan, Vice President of Marketing & Communications for the Americas & Europe Markets for the Saudi Tourism Authority @ ILTM Cannes.
In the busy corridors of ILTM Cannes, amidst the confluence of the world’s travel industry elites, Mohammed Amer AlModhayan, Vice President of Marketing & Communications for the Americas & Europe Markets for the Saudi Tourism Authority, reflects on a journey that is as personally transformative as it is indicative of Saudi Arabia’s burgeoning presence on the global tourism stage.
Joining the Saudi Tourism Authority in the watershed year of 2019, AlModhayan was at the forefront as Saudi Arabia unfurled its rich tapestry of culture, heritage, and natural beauty to the world. “It was an amazing journey throughout the past four years, building the commercial configuration and infrastructure across different territories,” he recounts, underscoring the monumental task of introducing Saudi Arabia’s value proposition to a global audience.
The vision was as audacious as it was clear – to welcome 100 million visits by 2030. AlModhayan shares that this target, set by KSA’s Crown Prince, was met with scepticism initially. “People would say ‘good luck with that’ – with a grain of salt,” he says, recalling the reactions to what seemed an overly ambitious goal. Yet, the results speak volumes: by 2022, Saudi Arabia had already welcomed 96-million visits – 16-million of which are from international markets, compelling the tourism authority to revise their target upwards to 150 million. This upward trajectory is not just a measure of footfall but signifies enhanced quality of life and job creation, testament to the $800 billion investment into tourism infrastructure – a number that continues to climb.
AlModhayan explains that as the industry evolves, so does the understanding of the market: “The more you understand about the behaviour of your segments and how they travel, how they book, how they plan, how they do their own research, how they distinguish between what’s current and what’s outdated at the end of the day, the better you can define your destination branding.” He adds that Saudi Arabia is one of the best value propositions in the market because of its “newness” and lack of overtourism. The kingdom is also, he insists, extremely “instagrammable”.
AlModhayan speaks of learning through data and research to identify and engage with specific segments. “The more you understand about the behaviour of your segments… the more you realise what are the true touchpoints,” he explains. This evolution from a reactive to a proactive approach has allowed Saudi Tourism to cultivate strategic partnerships and tailor experiences that resonate with distinct traveller profiles.
The more you understand about the behaviour of your segments… the more you realise what are the true touchpoints”
Addressing comparisons between Saudi Arabia and other Gulf countries, AlModhayan acknowledges both similarities and differences. “We complement each other,” he says, advocating for travellers to experience the entire Arabian Peninsula to fully appreciate its diversity. Yet, what sets Saudi apart is its expansive terrain and the immersive cultural experiences that are inextricably woven into every interaction, every landscape, and every offering.
“The population immerses you in the Arabian experience. You simply can’t miss it. Whether it’s in Riyadh, the South, or the North, the essence of Saudi is palpable at every touchpoint, from the moment you step off the plane to your experiences with hospitality, retail, dining, and the myriad of artistic, adventurous, and heritage encounters. Saudis are omnipresent, enhancing your experience with their unparalleled hospitality”, explains AlModhayan.
Saudi Arabia’s tourism narrative is not only about crafting unique experiences but also about exporting a new aesthetic to the world. AlModhayan shares a personal anecdote about the design of his garden at home, inspired by the Red Sea desert – a testimony to the importance of retaining local flora and visual aspects, rather than importing plants and ideas from other regions.
Strategic Goals at ILTM Cannes and Beyond
At ILTM Cannes, the Saudi Tourism Authority’s goals have evolved from announcing their presence over the past couple of years, to this year closing business-driven gaps. AlModhayan emphasises the shift towards connecting suppliers with buyers, creating packages that tell Saudi Arabia’s story, and ensuring that the products align with the nuanced expectations of sophisticated travellers.
Looking ahead, Saudi’s marketing VP outlines a roadmap that is rich with unique offerings, from the terrains of AlUla to the transformative experiences of NEOM and the Red Sea Project. The focus is on authenticity and ecological integrity, ensuring that each experience is not an alternative to something else but a category in its own right.
As Saudi Arabia’s tourism targets have shifted from 100 to 150 million, questions arise about hospitality infrastructure. AlModhayan reassures that the private sector’s response has been enthusiastic, with a significant increase in hotel developments and alternatives like the sharing economy contributing to a balanced supply-demand equation.
Towards a Sustainable Future
In conclusion, AlModhayan reflects on the journey thus far and the road ahead, where the interplay of culture, innovation, and sustainability will continue to shape the narrative of Saudi tourism. With a clear vision and a commitment to delivering unparalleled experiences, Saudi Arabia is poised to not only meet its ambitious targets but redefine luxury travel in the process.
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This interview is featured in our exclusive ILTM show report
