In conversation with the Travel & Tourism industry leaders

Saudi Arabia’s desire to transform into a global tourism and sports powerhouse is a compelling study in ambition, innovation, and how a destination is redefining itself. The Kingdom has set out to break down cultural and economic barriers, and leverage its geographical position to attract global audiences. All the investments into giga projects, international marketing, and the development of tourism products and sports offerings have the overarching goals to diversify its economy, integrate sustainability, and create unique visitor experiences. That’s why I’ve set out to interview a good industry colleague who has had an opportunity to closely observe and contribute to those efforts.

Claude Blanc , you spent several years with the Saudi Tourism Authority (STA), a key driver of the ambitious Saudi Vision 2030, which aims to diversify the Kingdom’s economy and position it as a global tourism hub. How did your efforts in forming strategic partnerships and driving investment align with these broader national objectives?

I had the privilege of joining the STA in 2022 as a Senior Consultant within their Commercial Center of Excellence, contributing to strategic execution until early 2024. STA actively forges partnerships across public and private sectors to enhance Saudi Arabia's global visibility and tourism offerings. These efforts align with Vision 2030 goals in several ways.

Firstly, partnerships with airlines like Saudia and international carriers such as Emirates, Qatar Airways, and Wizz Air have expanded air connectivity. Collaborations with Google and TripAdvisor drive targeted campaigns that position Saudi Arabia as a must-visit destination.

Secondly, event sponsorships are key. By hosting global events such as Formula E, Formula 1, and music festivals, STA elevates the Kingdom's profile while showcasing its culture, entertainment, and modern infrastructure.

And lastly, focusing on regional and international cooperation, agreements with neighboring nations and tourism boards facilitate cross-border travel and the exchange of expertise in hospitality and tourism.

STA has been working hand-in-hand with key players like the Public Investment Fund (PIF) and the Ministry of Tourism to bring in both local and international investment for transformative projects. Take NEOM, The Red Sea Project, and AlUla’s cultural heritage sites, for example—these initiatives are redefining the tourism landscape with cutting-edge architecture, luxury experiences, and eco-tourism designed to attract millions of visitors each year. To support the growing influx of travelers, STA has also partnered with global hotel giants like Marriott, Hilton, and Accor to expand hospitality capacity across the Kingdom. Add to this a business-friendly environment, with streamlined policies, tax incentives, and regulatory reforms, and it’s clear how Saudi Arabia is making bold moves to achieve its tourism goals.

Attracting 100 million visitors by 2030 is an ambitious target. What strategic pillars has STA implemented to drive this initiative, particularly in the sports and events travel sector?

Saudi Arabia’s strategy to attract 100 million annual visitors puts a spotlight on sports and events. The Kingdom has already hosted world-renowned events like the Formula 1 Saudi Arabian Grand Prix, the Dakar Rally, and international boxing matches, drawing significant global attention.

Partnerships with major sports bodies like FIFA, UEFA, and the PGA Tour have paved the way for prestigious tournaments such as the Club World Cup and LIV Golf events. Long-term commitments like hosting the 2034 FIFA World Cup and the 2029 Asian Winter Games in NEOM’s Trojena showcase Saudi Arabia’s growing influence on the global sports stage.

Beyond sports, initiatives like Riyadh Season and Jeddah Season combine music, festivals, and international performances, while cultural gems like AlUla’s Winter at Tantora Festival bring Saudi heritage to life for visitors. To support these efforts, the Kingdom is building world-class venues, luxury accommodations, and integrated resorts. Coupled with streamlined visa processes, targeted marketing campaigns featuring sports icons like Lionel Messi and Cristiano Ronaldo, and curated travel packages, Saudi Arabia is creating an enticing and seamless experience for travelers from around the world.

As noted by Sam Dawson, GSIQ Managing Partner in the Middle East:

"Saudi Arabia's investment in sports infrastructure is strategically designed not just to attract global events but to capitalize on the 'spillover effect'—where every dollar spent on hosting mega-sports events like Formula 1 or football translates into media exposure on a global stage and amplified tourism revenues, increased local engagement in sports, and long-term economic diversification. This multi-layered ROI model demonstrates a shift from event-based success to ecosystem-based growth. Saudi Arabia's strategic investment in hosting over 80 international sporting events has attracted 2.5 million tourists in the past four years, significantly boosting the nation's tourism sector. For instance, the Formula 1 event in Jeddah alone drew attendees from 160 countries, created 20,000 jobs, and generated an economic impact of SAR 900 million for the city.”

Claude, can you share an example of how STA has successfully leveraged global events to position Saudi Arabia as a top-tier destination?

Riyadh Season is a shining example of STA’s success. Launched in 2019, this annual festival has become a global attraction for entertainment, culture, and sports, featuring concerts, gaming expos, and pop-up events across 15 zones. Events like WWE Crown Jewel and football matches featuring European clubs attract diverse audiences, while visitors experience Saudi traditions through heritage zones, crafts, and local cuisine.

Riyadh Season has made a remarkable impact, attracting over 15 million visitors from 125 countries in 2022 alone. This influx of tourists brought significant benefits to local businesses, boosting sectors like hospitality, retail, and transportation. The event also captured global media attention, with extensive coverage highlighting Saudi Arabia as a modern, dynamic destination on the rise.

“The Kingdom has seen a surge in interest for its leisure and entertainment offer. The Ministry of Tourism highlighting that Riyadh alone welcomed 8.8m domestic and 1.3m international tourists in the first half of 2024 while Riyadh Season has attracted over 8m visitors already since October 17th. A clear focus on quality entertainment has delivered phenomenal numbers and a great visitor experience, alongside the international sports exposure from tennis, boxing and WWE among others.” - noted Oliver Rowe, GSIQ Global Managing Partner and an expert in Leisure & Entertainment

Tourism sustainability is increasingly critical. What steps should destinations take to align events travel strategies with sustainable tourism practices and inclusivity?

Destinations need to strike a balance that emphasizes environmental responsibility, inclusivity, and long-term economic growth. This means focusing on eco-friendly practices like designing energy-efficient venues, minimizing waste, and promoting sustainable transportation. Inclusivity is equally crucial—making events accessible for people with disabilities, offering diverse programs, and ensuring affordability. Engaging the local community is another key aspect, from partnering with local vendors to showcasing cultural heritage and training residents for event roles. Adopting sustainable tourism policies, such as conducting impact assessments, preventing overtourism, and protecting natural resources, further reinforces this approach. Finally, leveraging technology and data can enhance event planning and sustainability by tracking key metrics and optimizing strategies.

Your achievements include 60 signed MOUs and strategic partnerships, what’s your “secret sauce”?

One key success factor of my recent experiences was the Blue Ocean Strategy approach. It offers a fresh perspective on market competition. By focusing on creating new market spaces and making competition irrelevant, we were able to break free from the constraints of traditional competitive strategies and explore new avenues for growth and success. I became a strong believer in this method.

What advice would you give to DMOs in emerging markets seeking to scale sports and events travel initiatives?

Scaling sports and events tourism in emerging markets requires a thoughtful mix of investments, partnerships, and a focus on creating exceptional visitor experiences. It starts with building robust infrastructure, including modern venues, improved connectivity, and streamlined visa processes to meet international standards. A diverse event portfolio is also essential, balancing global tournaments with cultural festivals and niche activities to attract varied audiences. Effective marketing plays a key role, using digital platforms and compelling storytelling to highlight the destination's unique appeal. Sustainability is another cornerstone—adopting eco-friendly practices and ensuring events deliver economic and social benefits to local communities. Lastly, studying successful models like Qatar’s FIFA World Cup and Dubai’s Expo 2020 offers valuable insights for shaping impactful strategies.

We can conclude that it will be very interesting to follow Saudi Arabia’s journey, their elevated focus on tourism and sports, how hosting world-class events helps them engage community, develop local talent to support this industry’s evolution, build cutting-edge infrastructure. While GCC countries, including Saudi Arabia, have long offered experience tourism such as city tours and desert safaris, these traditional attractions have not driven significant visitor numbers. In contrast, sports tourism has proven far more successful in attracting global attention. Looking ahead, I expect that destinations near the Red Sea and cultural treasures like AlUla are poised to gain more prominence and excitement from experienced travellers looking for places “off-the-beaten” path or those craving for unique experiences. However, it is essential to conduct thorough research to determine which experiences will truly resonate with travellers and drive visitation. We at GSIQ have identified the best approach on how to measure travellers' interest in the authentic place experiences, how to combine them for the maximum effect to drive interest and conversions. No destination or brand want to spend millions of dollars and see little effect, that's why we believe that deep dives into experience appeal is the primary objective that DMOs and travel brands need to include in their research schedules in 2025.