Recently, Mahmoud Abdulhadi, Deputy Minister from the Ministry of Tourism for Saudi Arabia announced that the country’s goal of 100 million visitors by 2030 was being adjusted upward to 150 million visitors.
While this goal is lofty, our data shows that global flight bookings to the Middle East have increased 13 per cent year over year, highlighting continued interest and travel recovery.
With the right digital marketing technology and strategies, Saudi Arabia–and other Middle Eastern destinations–can capitalise on this increase to reach 2030 travel goals.
The rise of Saudi Arabia travel
Coming off of a banner year of Middle Eastern travel, Saudi Arabia faces stiff competition.
Recently, Tripadvisor’s 2023 Travellers’ Choice Awards ranked Dubai as the world’s most popular destination, and Qatar is experiencing renewed tourism interest after hosting the FIFA World Cup.
However, it’s important not to underestimate Saudi Arabia’s ability to draw tourists. From trips to Mecca to hiking up Mount Qara, Saudi Arabia has plenty to offer, which is why it’s the fastest-growing new year-round tourism operation.
Currently, the country is investing $800 billion in tourism initiatives, which includes a goal of welcoming more than 5 million Chinese visitors, and is now the first-ever Global Travel Partner of the World Travel Market trade show events.
Slated to host Expo 2030 The Era of Change: Together for a Foresighted Tomorrow, the capital city, Riyadh, will host a six month world expo that will align with Saudi Arabia’s 2030 transformative vision.
Reaping return on investment with digital tools
It’s clear that Saudi Arabia is laser-focused on its tourism initiatives, but digital marketing efforts will ultimately drive and track return on investment.
With technologies such as artificial intelligence and the right data-driven insights, Saudi Arabia can deliver personalised campaigns that elevate visitor experiences.
Here’s an example: According to 2022 data, leisure accounts for 38 per cent of all Saudi Arabia visits and 41 per cent of spend.
With digital tools, marketers can identify leisure travellers sooner, use data to stitch together traveller profiles, and create curated messaging and offers, such as family packages, that resonate and inspire them to book.
Using insights to drive sustainable growth
While growing its tourism is critical, Saudi Arabia must continue to balance that growth with sustainability.
Finding the delicate equilibrium between economic expansion and environmental sustainability is key to cultural preservation.
By addressing local needs and incorporating community perspectives, Saudi Arabia can create a more sustainable and mutually beneficial long-term tourism ecosystem.
Beyond local involvement, Saudi Arabia can use this opportunity to showcase its commitment to green tourism and eco-friendly practices.
With the right data-driven insights and technology, they can identify potential visitors who value sustainability and woo them with messaging that emphasises the nation’s dedication to responsible tourism.
Saudi Arabia’s popularity is rising, making it feasible to reach its 2030 tourism goals.
Using the right digital marketing strategies, tools, and data-driven insights, they can identify potential travellers sooner to ensure Saudi Arabia is top-of-mind and drive both economic prosperity and environmental preservation.
–By Stewart Smith, Managing Director, Middle East and Africa at Sojern
