In an interview with Bloomberg, Anita Mendiratta, Special Advisor to the Secretary General of UN Tourism, sheds light on Saudi Arabia’s ambitious $1 trillion tourism initiative, a key component of the Kingdom’s Vision 2030. This transformative agenda aims not only to diversify the economy but also to position Saudi Arabia as a premier global tourism destination.
“You can’t have this much consistent transformation if it’s not real… This is real,” said Mendiratta, emphasising the tangible progress Saudi Arabia has made in its tourism sector.
Mendiratta is coming from a strong position when it comes to understanding Saudi issues and relating them to the tourism world. Not only is she special advisor to UN Tourism. She also advises the CEO of the Saudi Tourism Authority and was a founding member of the Advisory Board of the Royal Commission for AlUla from 2018-2023.
During her interview with Bloomberg’s Lizzy Burden on “Bloomberg: Horizons Middle East and Africa“, she highlighted that the government is committed to ensuring that visitors experience world-class standards infused with Saudi cultural elements. This blend of international standards with a unique Saudi style is central to the Kingdom’s strategy.
Mendiratta pointed out that while international tourism garners significant attention, the backbone of the tourism sector lies in domestic and regional tourism. “Domestic and regional tourism is always the backbone,” she noted, explaining that this focus ensures repeat visits and a robust, year-round tourism economy. She underlined that while international tourists are vital for revenue and global reputation, domestic tourism is essential for creating a sustainable, year-round economy. By celebrating domestic tourists and promoting exploration within the country, Saudi Arabia has managed to exceed its Vision 2030 targets years ahead of schedule. Last year alone, 80% of the record 100 million tourists were domestic and regional, underscoring the importance of this segment in sustaining the industry.
Overcoming connectivity challenges
Addressing the challenges of connectivity within Saudi Arabia, Mendiratta acknowledged the hurdles but also noted the significant strides being made to overcome them. “The interconnectivity is by air, land, sea, and rail,” she said, highlighting the comprehensive approach the Kingdom is taking to ensure seamless travel for tourists. The government’s investment in both international and domestic air connectivity is a testament to its commitment to making travel within the Kingdom as easy as possible.
Saudi Arabia’s tourism sector is not just about attracting visitors; it’s about competing with established global destinations. Mendiratta emphasised the importance of “leadership excellence” in driving this competition. Since joining the Advisory Board of Saudi’s Royal Commission For AlUla in 2018, Mendiratta has witnessed the Kingdom’s focus on both “hardware” (infrastructure, accommodation, airports) and “software” (human capital development). The leadership’s vision, she said, ensures that tourism development benefits not only the tourists but also the Saudi people.
The success of Saudi Arabia’s tourism initiative hinges on more than just attracting visitors—it’s about building the right infrastructure. Mendiratta highlighted the importance of aviation in the Kingdom’s growth strategy, noting that airlines like Riyadh Air entering the global market (in a big way) will significantly boost connectivity. Furthermore, the Kingdom is investing in core infrastructure, including aviation, human capital, and educational institutions, ensuring a solid foundation for long-term success.
One of the most challenging aspects of Saudi Arabia’s tourism initiative is changing global perceptions. Mendiratta acknowledged that while perceptions are shifting, this is a gradual process. The Kingdom’s leadership is fully aware that the world is watching, and they are committed to proving their seriousness through actions, not just words. The involvement and empowerment of women in the tourism sector is one of the most visible indicators of this transformation.
On the emancipation of Saudi women
Mendiratta highlighted the significant strides Saudi Arabia has made in the emancipation of women, particularly within the tourism industry. She emphasised that the changes occurring in the Kingdom are both genuine and transformative, with the empowerment and celebration of women serving as a key indicator of this broader shift.
Reflecting on her experience since joining the Royal Commission For AlUla’s Advisory Board in 2018, Mendiratta noted, “Back in 2018, when Vision 2030 was just opening up, confidence was not yet there from the world that they were serious. I now go and I’m asked why I’m wearing my abaya. I do so purely because I’m here in my UN role. But the Saudi women who are walking around, absolutely gorgeous in all of their international brands, proud of who they are and feeling celebrated—this is their time.”
She highlighted that the participation of women in the tourism industry is substantive and impactful, not just symbolic. “Are women involved in the industry? Are they being celebrated? Are they given freedoms? Absolutely,” Mendiratta affirmed. This involvement is crucial, she explained, because it signifies a deeper, more meaningful transformation within Saudi society.
A call to action
Mendiratta’s interview with Bloomberg highlights the immense progress Saudi Arabia has made in its tourism sector and the challenges that lie ahead. The industry’s call to action to all Saudi’s to be a part of the sector as a proud host to visitors from across the Kingdom, region and world is fuelled by the clear call to leadership being heard by leaders across the tourism ecosystem. The Kingdom’s focus on embedding “international standards Saudi style”, its strategic investments in infrastructure, its prioritisation of connectivity, and its commitment to changing global perceptions all point to a future where Saudi Arabia is not just a tourist destination, but a leader in the global tourism industry.
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Saudi’s remarkable tourism-lead transformation is real, & it is being realised with & for the world, not only for Saudi.
Warm shukran @business @middleeast @lizzzburden for the so enjoyed in-depth conversation on the enduring, exceptional inspiration the Kingdom is offering the… pic.twitter.com/WAr43JWSlk
— ANITA MENDIRATTA (@AnitaMendiratta) August 13, 2024
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