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In the heart of ¶¶Òõ¶ÌÊÓƵ, an extraordinary transformation is unfolding — one that focuses as much on the development of its people as on the development of its economy.  

Underpinned by Vision 2030 — ¶¶Òõ¶ÌÊÓƵ’s strategic blueprint for national development through economic diversification, citizen empowerment, and investor attraction — the Kingdom is laying the foundations for achieving a leadership position within the global community. With this vision, ¶¶Òõ¶ÌÊÓƵ has set its sights on becoming a powerhouse in tourism. 

And a powerhouse it is fast becoming. The results speak for themselves — loudly and proudly, both quantitatively and qualitatively.  

In 2023, ¶¶Òõ¶ÌÊÓƵ achieved what many thought impossible: surpassing its 2030 target of 100 million tourist arrivals seven years ahead of schedule.  

This impressive performance was driven by unprecedented investments in destination-defining giga-projects, travel infrastructure, visa policies, strategic partnerships, and global promotional efforts.  

Now, with a new target of 150 million tourists by the end of the decade, ¶¶Òõ¶ÌÊÓƵ is not just open for business but is extending a warm invitation to visitors from across the Kingdom, the region, and the world. 

But growth for the sake of growth, and leadership for its own sake, are not the motivations behind ¶¶Òõ¶ÌÊÓƵ’s tourism ambitions. If the world were to be inspired by ¶¶Òõ¶ÌÊÓƵ solely as a destination, it would miss the true purpose of the sector and Vision 2030 itself. 

It is about ¶¶Òõ¶ÌÊÓƵ as a people — a national community rising with confidence, courage, conviction, creativity, and a deep sense of unity, while embracing a future full of possibilities. It calls on all Saudis to join in welcoming visitors to the place they proudly call ‘home.’ 

Aligned with establishing ¶¶Òõ¶ÌÊÓƵ as a leading destination, the tourism leadership community seeks to empower Saudis through initiatives that enhance the destination’s ability to build not just a tourism economy, but a skilled and comprehensive tourism culture reflecting world-class hospitality, Saudi style. The goal? To create one million new tourism jobs by 2030, for Saudis and by Saudis. 

This people-powered mandate is exemplified by the ‘AlUla Academy.’ Located in the northwest of ¶¶Òõ¶ÌÊÓƵ, AlUla has long been a crossroads of commerce, culture, history, and possibility. 

A breathtaking oasis spanning 22,000 sq. km, AlUla offers not only ancient Nabatean tombs, including those with UNESCO World Heritage status, striking rock formations, and lush valleys, but also a vibrant community of over 60,000 residents. 

Under the leadership of the Royal Commission for AlUla and within the Vision 2030 framework, AlUla is evolving into a global tourism icon. Every project, partner, and principle associated with the destination is designed to maintain a perfect balance of culture, community, and conservation. 

Hence the creation of the AlUla Academy in 2024, a world-class vocational training center dedicated to excellence in visitor experience. The Academy embodies ‘The AlUla Way,’ fostering a proud service culture developed with and for the people of AlUla.  

More than just a digital and on-campus training center, the AlUla Academy is a beacon of commitment to the Saudi people. It ensures their active involvement in the nation’s pursuit of global tourism excellence, fostering a service culture that reflects Saudi values and aspirations. 

Through programs like the AlUla Academy and other initiatives led by the Ministry of Tourism, ¶¶Òõ¶ÌÊÓƵ is not only creating jobs but also fostering a culture of hospitality excellence. This culture is rooted in the values of generosity, respect, and warmth that are integral to Saudi and Arabian traditions. 

In doing so, the Kingdom is establishing a new standard for destination experience excellence and providing a model for how tourism can drive cultural preservation and national pride. 

In a post-pandemic world, where both visitors and hosts recognize the importance of tourism for protecting, preserving, and promoting economic, social, cultural, and environmental development, ¶¶Òõ¶ÌÊÓƵ is pioneering a new approach to sustainable tourism. By placing human capital at the heart of experience excellence, the Kingdom demonstrates that seeing — and feeling — is believing. 

This — connecting people to national strategy, industry, identity, and possibility — is one of the most remarkable and exemplary aspects of the Vision 2030 legacy: a thriving nation driven by its most valuable and valued resource — its people. 

• Anita Mendiratta is a special adviser to the UN Tourism secretary-general.