Saudi Arabia is transforming rapidly, with its hospitality and culinary industry leading the way in this revolution. There is growing excitement in the air and a sense of momentum that goes beyond infrastructure and investment. At its heart, this is a cultural transformation that is spurring the Kingdom forward towards its Vision 2030 goals.
The hospitality sector has emerged as one of the most dynamic and telling expressions of this change across the country. It is not only about welcoming the world, but about showing them who we are, on our own terms.
The essence of hospitality is deep-rooted in the Kingdom’s heritage and embedded in its local identity. This critical juncture and moment in time demands more than a mere adoption of international standards but, rather, requires marketers to shine the spotlight on Saudi Arabia at a global level.
For too long, luxury in the region has been defined by what we could bring in from abroad, but true luxury does not have to be imported. It is rooted right here – in our culture, our stories, our rituals and, most of all, our people.
This approach has a deeper significance, because hospitality is not only a business; it is one of the most powerful forms of cultural storytelling. Every time a business opens its doors, serves a dish or greets a guest, it is offering a glimpse into Saudi Arabia’s identity and welcoming people into the Kingdom’s culture. The intention of these actions contributes significantly to how Saudi Arabia is perceived by the world and, perhaps more importantly, how it is experienced at home.
The rise of tourism is one of the clearest indicators of how fast things are moving. As more people visit and explore the Kingdom, the industry has a unique chance to shape their understanding of Saudi Arabia. But we also have a chance to shift internal perspectives to help Saudis see the value of their own culture through fresh eyes. Of course, none of this works without discipline behind the scenes. From logistics to training, every detail shapes the guest experience.
What really ties it all together is authenticity. That word is often overused but, for those who have been walking the talk in Saudi hospitality, it has a very specific meaning. We do not put on a performance about Saudi culture; we live it. This is reflected in our design, food, service, decoration and the very substance of our brands.
Culture is not something that can be placed on top of a concept. It is the foundation on which numerous industry heavyweights stand. Subsequently, there is a fine line between showcasing heritage and turning it into a show, especially while trying to reach global audiences. The importance of respecting culture and heritage, and giving these aspects the dignity they deserve is what we must do – consistently.
Looking ahead, we know that the Kingdom’s ambitions are bold – both at home and abroad. As the industry grows, the commitment remains clear: to continue to launch original concepts, nurture homegrown talent and share stories with integrity.
The world is truly looking at the Kingdom with fresh eyes, and we hope they see something honest, and something deeply Saudi. That’s the experience-led understanding that the Kingdom wants to create, and we’re just getting started.
By Luigi Battista, CEO of Kuuru and General Manager of Leylaty Group.
