Why Saudi Arabia will be the hottest tourism destination in 5 years.

It's a bold claim to think Saudi Arabia, until only 12 months ago closed completely to leisure tourists, could become one of if not the hottest destination in only 5 years from now. And while that may be a bit of a stretch, perhaps 10 years is more realistic, it's not such a fanciful prediction when you come to appreciate what it will have to offer. An enticing cocktail (non- alcoholic of course) of breathtaking natural scenery and some of the best quality and innovative tourism infrastructure anywhere on earth. Several giga projects designed to transfer Saudi Arabia's tourism and entertainment offering are all part of the Crown Prince Mohammed bin Salman's vision for the future of the country.

So what are some of the reasons to justify this claim.

1. New and undiscovered

The fact that Saudi Arabia has been a closed shop to foreign tourists for so long will be its greatest advantage. Every year travel media is full of suggestions for the next hidden gem or 'best kept secret'. Somewhere new, undiscovered and exotic. Saudi Arabia is all that and more. And whilst it is already open for tourists its appeal for the next few years at least will be limited to the more seasoned traveler. But give it 5 years or so when several world class tourism projects such as the Red Sea Development, Amaala, Al Ula, Neom and Qiddiya are set to come online and its appeal will be significantly enhanced.

2. Bragging rights

No doubt Saudi Arabia will still, for a while at least, raise questions in the minds of many travelers. Is it safe? What are the restrictions? Will I feel welcome? This will no doubt deter the more conservative traveler. But here in lies its very appeal for those who love nothing more than being able to brag to friends about having been 'brave' enough to go. When posting those all important Instagram pics or when attending the next social function chances are they'll have one up on their friends in relation to travel stories. Not only does Saudi Arabia offer intrigue and interest in a new undiscovered part of the world but there's the extra credit you get for being adventurous enough to go where others may not consider. And whilst not everyone is willing to admit it, it is proven that the brag factor plays a major role in the holiday experience. According to a survey by hotels.com 60% of young US travelers admit to uploading images to Instagram for bragging purposes while on vacation. Moreover 'tourists are motivated to visit a destination by the bragging rights they will earn from their experiences' according to a report in the Journal of Travel Research. So if you're one of those, and most of us are to some extent, you'll be booking your flight as soon as you can to get ahead of your friends.

3. The diversity

The sheer diversity of experiences that will be on offer in Saudi Arabia will ensure it has wide appeal.

If you're in to natural wonders and cultural experiences worthy of UNESCO World Heritage status, no problem, you can explore the old town of Hegra or the mesmerising landscapes and rock art of Al Ula for days.

Prefer an indulgent escape in 5 star luxury surrounded by turquoise waters with some of the best diving in the world and you've already done the Maldives and Seychelles? Then the Red Sea Project will be your next obvious choice.

In need of a health and wellness break with world class facilities to get mind and body in better shape? Sure thing. Amaala will offer just the 'transformative journey' (their words not mine) you're in need of.

Or you desire somewhere with endless options to keep the kids and your own insatiable need for fun and entertainment occupied? The theme park-packed mega project of Qiddiya will likely be ahead of Disneyland and Universal Studios on your list.

4. Not just a pilgrimage

Saudi Arabia has long been the destination for Islamic pilgrimage with about 16 million visitors undertaking Hajj and Umrah trips per year. If only a small fraction of these visitors decide to stay on a few extra days and visit other parts of the Kingdom for leisure purposes you've immediately got a booming tourism destination. Given the Saudi Tourism authorities and Ministry of Hajj and Umrah are already focusing a lot of attention on enticing pilgrims to experience more of what Saudi Arabia can offer, these travelers will no doubt contribute significantly to Saudi Arabia being the new tourism hot spot.

5. Location location

With about one third of the world's population within 4 hours flight time from Saudi Arabia, it has an enormous catchment area to draw on. Most importantly, the surrounding GCC countries, whilst relatively small in population, are abundant in disposable income. For Saudi Arabia it is quality (medium to high spenders) not quantity that matters and it's well placed geographically for that.

6. Marketing muscle

Of course there are many destinations that offer amazing experiences, but have never realised their potential due to lack of awareness. This is usually a result of limited marketing effort to compete against the big players in international tourism promotion. Saudi Arabia is unlikely to suffer from this problem. With deep pockets and an even deeper desire to sell its tourism vision to the world, you can be sure you'll be hearing a lot about the reasons to visit Saudi Arabia in the years to come. So whilst the offering on the ground will create the desire the active and ongoing marketing effort will ensure this is converted into action.

But at the moment, given tourist visas were only introduced for the first time in 2019 Saudi Arabia is at the early stages of maturity as a tourism destination. Not to mention its tourism infrastructure being a work in progress. The rate of development and scale of ambition however cannot be overstated so it won't be long before everyone will know someone who has been or at least wants to visit this new tourism frontier.

Written by Robert Kellner

Images from various sources courtesy Google Images.