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Al-Khateeb said the sector is investing in technology and human capital to enhance visitor experience. The country is training a growing pool of Mandarin-speaking tour guides and drivers, while an AI-powered chatbot named Noura can provide information about Saudi attractions and answer tourism-related questions in Chinese. REDUCING RELIANCE ON OIL Tourism is a cornerstone of Crown Prince Mohammed bin Salman’s Vision 2030 strategy to diversify the kingdom’s economy beyond oil. Saudi Arabia aims to attract 150 million tourists annually by 2030, with at least one-third coming from overseas. Last year, it welcomed a record 30 million inbound tourists, marking an 8 per cent increase from 2023. They spent US$45 billion, up 20 per cent year-on-year. The tourism sector currently contributes around 5 per cent to the Saudi economy, a figure the government aims to double within five years. Al-Khateeb emphasised that Saudi Arabia’s approach to tourism is grounded in openness and cultural exchange. “Tourism never gets into politics. Tourism is people-to-people,” he said. “Our doors and hearts are open to every nation.” The TOURISE summit, which runs until Thursday, brings together 7,000 participants from global public and private sectors to discuss the future of tourism and explore new investment opportunities. On Tuesday, organisers announced investment portfolios worth US$113 billion across retail, accommodation, wellness, talent development and AI-powered platforms.
