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SAUDI ARABIA - Tourism

Samer Al-Kharashi

Director, UN Tourism Regional Office for the Middle East

Bio

Appointed as the UN Tourism Regional Director for the Middle East office in June 2024, Samer Al-Kharashi is a distinguished Saudi Arabian diplomat, bringing his extensive expertise to UN Tourism’s mandate. He earned a High Diploma in Diplomatic Studies from the Prince Saud Alfaisal Institute for Diplomatic Studies in Riyadh, Saudi Arabia (2002) and a Bachelor of Law from King Saud University in Riyadh, Saudi Arabia (1999). His education includes notable programs at Harvard University, Cranfield University, and the European School of Protocol, which focus on leadership, international law, and diplomatic etiquette. His diplomatic career started as an Attaché in the Ministry of Foreign Affairs in Saudi Arabia in 2000, and he subsequently held leading positions such as Vice Consul for Citizen Affairs at the General Consulate of Saudi Arabia in Geneva (2003-2007), Adviser for the minister assistant of Foreign Affairs (2008-2017), and Chief of Staff to the Deputy Minister for Political and Economic Affairs (2017-2019). Al-Kharashi held the position of the Deputy Head of Mission of the Saudi Embassy in Washington, D.C. from 2019 to 2022.

"Our strategic vision for advancing Saudi Arabia’s tourism sector focuses on collaboration, innovation, and sustainability."

TBY talks to Samer Al-Kharashi, Director of UN Tourism’s Regional Office for the Middle East, about the organisation’s vision for Saudi Arabia, infrastructure projects across the Kingdom, and niche segments like rural tourism.

As the recently appointed Regional Director, could you elaborate on your strategic vision for advancing Saudi Arabia’s tourism sector within the broader Middle East landscape? What key priorities and objectives will guide your leadership, particularly in aligning with Saudi Arabia’s Vision 2030?

Our strategic vision for advancing Saudi Arabia’s tourism sector focuses on collaboration, innovation, and sustainability. By partnering closely with the Ministry of Tourism, we aim to build on the recent 69% increase in tourism arrivals, driving the sector towards the ambitious goals of Vision 2030. Key priorities include human capital development to enhance service quality, digital transformation to improve visitor experiences, and capacity building through initiatives like e-learning courses. These efforts align with Vision 2030’s objectives to diversify the economy and create a vibrant society, positioning Saudi Arabia as a leading global tourism destination.

What are the most transformative trends currently shaping Saudi Arabia’s tourism industry, and how do these align with global tourism trends? In your assessment, how are KSA’s ongoing gigaprojects redefining Saudi Arabia’s position in the global tourism market?

Saudi Arabia’s tourism industry is undergoing a major transformation, driven by trends that align with global shifts in the sector. Sustainability and eco-tourism are central to this evolution, with gigaprojects like the Red Sea Project, NEOM, and Qiddiya placing sustainability at the heart of their development. These projects are exceptional due to their scale, ambition, and innovative approach, combining eco-friendly infrastructure, cutting-edge technology, and a wide range of attractions—from luxury resorts to entertainment complexes and nature reserves. This holistic vision enhances Saudi Arabia’s appeal as a modern, responsible destination and solidifies the Kingdom’s position as a global leader in sustainable tourism development. In addition, Saudi Arabia is embracing digital transformation, incorporating AI and digital tools across airports and tourism attractions to create more connected and personalized travel experiences. This integration of technology enhances visitor convenience, improves operational efficiency, and ensures that tourists enjoy seamless and customized experiences throughout their journey. A key highlight attracting travelers from around the world is Saudi Arabia’s rich culture and heritage. While the kingdom has made significant progress, it continues to preserve its historical roots. Projects like Al Ula and Diriyah focus on preserving and showcasing historical sites, offering unique experiences for tourists interested in culture and history. This reflects the growing global demand for authentic and immersive travel opportunities. Thus, Saudi Arabia’s trends and gigaprojects are redefining Saudi Arabia’s role in the global tourism market, positioning the Kingdom as a forward-thinking leader in sustainability, technology, and cultural preservation.

UN Tourism’s Strategic Programs and Regional Initiatives Could you provide insights into the flagship programs and initiatives that the UNWTO Regional Office is spearheading to support the sustainable development of Saudi Arabia’s tourism industry?

How do these initiatives aim to enhance the region’s competitiveness, and what measurable impacts have been achieved thus far.
UN Tourism actively supports tourism development and capacity building in Saudi Arabia through a range of strategic initiatives. A key program is the e-learning agreement with Saudi Arabia, aimed at enhancing capacity building by offering 10 massive open online courses (MOOCs). These courses, covering both managerial and vocational topics, are available through the UN Tourism Online Academy in multiple languages, including Arabic, Chinese, English, French, and Spanish. The program provides high-quality educational resources that align with global standards and contribute to the goals of Saudi Arabia’s Vision 2030.
Moreover, UN Tourism Global Tourism and Rural Development Programme, managed by the Regional Office, aims to make tourism a pillar of growth and opportunity for rural communities. This includes initiatives like the Best Tourism Villages by UN Tourism, which recognizes outstanding examples of rural tourism that preserve cultural and natural heritage. Hence, these initiatives collectively promote sustainable growth and innovation within the region’s tourism sector, aligning with the goals of Vision 2030 and enhancing its global competitiveness. By focusing on education, digital transformation, and rural development, the UN Tourism Regional Office is helping to build a resilient and dynamic tourism industry in Saudi Arabia and the broader Middle East.

Investment is a key driver of tourism sector growth. How is UN Tourism actively working to attract foreign direct investment and foster partnerships that will further enhance Saudi Arabia’s tourism infrastructure? What role does UN Tourism play in bridging global investment with local opportunities, particularly in light of Saudi Arabia’s ambitious tourism targets?

UN Tourism plays a vital role in attracting foreign direct investment (FDI) to Saudi Arabia’s tourism sector, with a strong focus on sustainable growth that benefits people, the planet, and prosperity. By promoting investments that align with these principles, UN Tourism supports both Saudi Arabia and its member states in creating a tourism ecosystem that is inclusive, responsible, and sustainable. For instance, during World Tourism Day 2023 in Saudi Arabia, UN Tourism emphasized the importance of targeted investments that foster sustainable practices and inclusive growth, all while prioritizing people, the planet, and prosperity. In addition, Saudi Arabia continues to host high-profile international forums, such as the WAIPA Investment Forum 2024 and the Future Investment Initiative (FII). These events attract global investors, promote collaboration, and position Saudi Arabia as a central hub for investment, innovation, and tourism development. The Kingdom’s focus on youth engagement and welcoming international investors also serves as a key driver for boosting tourism and fostering long-term growth. Through these platforms, UN Tourism bridges global investment with local opportunities, connecting international investors with Saudi Arabia’s growing tourism infrastructure. This collaboration fosters long-term prosperity, aligns with the Kingdom’s Vision 2030, and strengthens the sustainability of the tourism sector.

Rural tourism has been identified as a strategic pillar for inclusive growth. How does the UNWTO plan to further develop rural tourism in Saudi Arabia, and what role do initiatives like the “Best Tourism Villages” play in this strategy?

To begin, one of the core priorities of the UN Tourism Regional Office is rural development, which supports rural tourism growth through policy guidance, training, and technical assistance both globally and within the Middle East region. As part of this initiative, UN Tourism runs the Best Tourism Villages Programme (BTV), which recognizes exceptional rural destinations. In Saudi Arabia, BTV has highlighted Al Ula, Rijal Alma, and Abo Noghta Castles for their commitment to sustainability and cultural preservation. The BTV initiative promotes sustainable tourism that protects cultural assets, supports local products, fosters innovation, and ensures that tourism benefits are shared with local communities, ultimately helping to build resilient rural economies.

Sustainability is increasingly at the core of tourism strategies globally. How is UN Tourism collaborating with Saudi stakeholders to promote sustainable tourism practices? What are the key challenges in embedding sustainability across the tourism value chain, and how can Saudi Arabia’s tourism industry serve as a model for the region?

Sustainability is at the heart of global tourism strategies, and UN Tourism is working closely with Saudi stakeholders to promote sustainable practices. It collaborates with institutions like HTMi Saudi Arabia, one of the Kingdom’s largest hospitality institutes, to offer workshops and training that equip students and professionals with the skills needed to lead in sustainable hospitality. Furthermore, through its partnership with the Ministry of Tourism, UN Tourism provides courses via the Tourism Online Academy, covering topics like Sustainable Destination Management, Train the Trainer, and Hotel Operations. These courses empower Saudi Arabia’s workforce to implement sustainable practices across the tourism sector. A key challenge in embedding sustainability is aligning all stakeholders. However, Saudi Arabia is turning these challenges into opportunities by embracing sustainable practices, driving growth, and aligning with its Vision 2030 agenda to position tourism as a key sector for economic development while preserving its cultural and environmental heritage.

Could you elaborate on the specific capacity-building programs that the UNWTO is implementing to ensure that the Kingdom develops the human capital necessary to sustain long-term tourism growth?

UN Tourism is actively supporting Saudi Arabia’s tourism sector to drive economic diversification and job creation by assisting entrepreneurs and small-to-medium-sized enterprises (SMEs). One of the key ways UN Tourism supports this growth is through start-up competitions and challenges. These initiatives provide a platform for innovative tourism ideas, offering entrepreneurs global visibility while also connecting them with mentors, potential investors, and key stakeholders. This network of support helps entrepreneurs scale their businesses and contribute to the overall growth of the sector. Examples of these efforts include the Women in Tech Regional Startup Competition, which focuses on empowering women entrepreneurs in the tech and tourism industries, and the Tourism Experiences of the Future’ Challenge, aimed at promoting sustainable and innovative tourism solutions aligned with NEOM’s visionary goals. Both competitions are integral in fostering creativity, sustainability, and the advancement of the tourism sector in Saudi Arabia.

As Saudi Arabia increasingly competes with global tourism hubs, what strategies do you believe are essential to position the Kingdom as a top-tier destination in an increasingly competitive market? How can the UNWTO assist Saudi Arabia in distinguishing itself and maintaining a competitive edge amidst the rapid growth of regional and international competitors?

The UN Tourism Regional Office, based in Saudi Arabia, plays a vital role in supporting the Kingdom and the broader Middle East region. Serving as a central hub for 13 Arab member states, the office promotes sustainable tourism development through technical assistance, policy guidance, and capacity-building programs. By operating from Saudi Arabia, it reinforces the Kingdom’s commitment to tourism development, helping to align regional strategies with global standards while fostering collaboration on key issues such as growth, sustainability, and economic diversification. The UN Tourism regional office’s presence is essential in positioning Saudi Arabia as a key influencer in shaping the future of tourism, enhancing growth in the region.

Looking ahead to 2025, what are the key milestones and strategic objectives that the UN Tourism Regional Office aims to achieve in collaboration with Saudi stakeholders?

In 2025, the UN Tourism Regional Office aims to strengthen and expand its strategic partnerships with stakeholders in Saudi Arabia to elevate tourism practices both within the country and throughout the region. By leveraging its affiliate network, stakeholders will gain valuable opportunities to connect with key players in the global and regional tourism sectors, enhancing their visibility and influence. In addition to fostering these important connections, the office is committed to encouraging collaboration among regional stakeholders, promoting the exchange of best practices and innovative ideas. The office will continue to focus on capacity building and sustainability, ensuring that growth in Saudi Arabia’s tourism sector is both inclusive and environmentally responsible. By driving these initiatives, the UN Tourism Regional Office will help position Saudi Arabia as a leader in sustainable tourism development, benefiting the entire region.

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