Abdulrahman AlJefri, Acting Chief Marketing Officer, Diriyah CompanyWe are entering an era in which travellers have more choices than ever before. From established global capitals to emerging tourism destinations, the world is competing for attention in an increasingly crowded marketplace. Yet, despite this abundance of choice, there are still undiscovered places that excite the adventurous, the early adopters and individuals seeking something fresh and extraordinary.
That is certainly what we have in Saudi Arabia. Many places that were once largely unknown to international audiences are now being discovered as the Kingdom opens its doors to the world and invests heavily in tourism, culture and hospitality.
The challenge, however, is not simply attracting attent
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