Exploring the giga-projects effect at ATM 2021

Participating in the Arabian Travel Market last week in Dubai was something special. As we see the dawn of the post-Covid era tentatively emerge, this event was presented in a hybrid format – both virtual and in-person. Despite how much technology has helped in the last 18 months to keep things going, it can hardly replace the intensity and increased productivity of face-to-face interactions.

Joining forces with Saudi Tourism and the other giga-projects, we represented Saudi Arabia as a new frontier for expanding tourism in the Middle East and globally. Tourism has been hit particularly hard by the pandemic, but it was great to see everybody back to work, ready to stand up and rebuild the industry. As CEO of The Red Sea Development Company and AMAALA, I find it crucial to build and develop relationships and conduct expert conversations with the industry. Our innovative and ambitious approach to regenerative tourism also demands a constant thirst for knowledge and an eye for potential partnerships.

I was excited to participate in a panel called “The giga-project effect.” Joined by representatives of the Royal Commission for Al Ula, NEOM and the Diriyah Gate Authority, I was grateful for the chance to explain and explore the transformational projects we are delivering to make the Kingdom of Saudi Arabia a superb tourist destination and a strong leader in the global tourism industry.

In recent years, the Kingdom has undergone a significant cultural transformation, evolving century-old customs to fit the contemporary world we live in today. Now, several giga-projects aim to turn Saudi Arabia into a pioneering and successful global model of excellence on all fronts. It is all part of the Vision 2030 framework, a clear path towards economic diversification, cultural renaissance, a new range of opportunities for all citizens, new global positioning for the Kingdom, and an invitation for everybody to come and experience a transforming nation.

The projects we represented on the panel are vital drivers for the Vision 2030 goals and unique developments within the global industry. They will contribute to the country’s GDP and set the pillars for the Saudi tourist industry’s promising future. 

Attracting talent from around the world is crucial for the successful progress of these projects. But the most important factor is for that talent to leave behind a strong legacy, enabling knowledge transfer within the nation. We are focused on training and developing a workforce capable of constantly setting new global standards in innovative, sustainable, barefoot luxury tourism. 

Meanwhile, we are creating new opportunities for national, regional, and international companies. Our procurement and partnership strategies are forces to drive the market and industry in the right direction. Events like the Arabian Travel Market are essential for building and maintaining productive relationships well before our tenders are published. We create an environment that facilitates progressive skill-learning for all organizations involved – extremely challenging and highly rewarding. The innovative approach is a motivating factor. We aim to push the boundaries in all aspects, starting with unprecedented standards in regenerative development. 

That’s precisely where the tourist industry finds itself, in the process of regeneration. After facing enormous challenges, we now need to rethink tourism, redefining business models that lead to sustainable and regenerative tourism development. This includes considering strategies and policies to revitalize several associated industries like energy and transport. Let’s make tourism the thing everybody talks about. Let’s inspire the way forward.