Saudi Arabia’s tourism ambitions won’t be won by trophy hotels. Marriott’s midscale-heavy deal shows a belief that filling rooms, not adding gold bling, will determine whether the kingdom's tourism development goals succeed.
Saudi Arabia’s tourism ambitions are massive. The question now is whether a well-timed soft-power push in Washington can convert into real investment, credible Western visitor growth, and sustained global demand.
At the Skift Global Forum, Saudi Tourism Authority CEO Fahd Hamidaddin talked extensively about the country's transformational tourism journey that is rooted in sustainability.
Live tourism has taken hold across the global travel industry. With trillions of dollars at stake, travel companies are actively looking to invest in destinations that provide seasonality-proof opportunities for entertainment, sports, and cultural experiences that meet this demand.
The residentially focused Laheq Island could mark the start of something bigger for Saudi Arabia: getting people to want to buy property in the kingdom.