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DUBAI: From diving in the Red Sea to sand-skating in the desert, from Jazan’s Fifa Mountains to the archaeological wonders of Al-Ula, it has been impossible not to be wowed by all that ����ֱ�� has to offer on the opening day of this year’s Arabian Travel Market in Dubai. Travel posters of its varied regions blanketed almost every pillar in the concourse, through which thousands of visitors passed on their way into the Dubai International Convention and Exhibition Center, part of a colorful Saudi tourism campaign. 

And if you somehow missed that on your way into the exhibition halls, then you couldn’t have missed the Saudi pavilion, featuring 60 travel-related agencies under the umbrella of the Saudi Commission for Tourism and National Heritage.

“We are participating here to show people that ����ֱ�� has really changed,” said Abeer Al-Rashed, project co-ordinator for Al Sarh Travel and Tourism, which organizes tours and helps with visa arrangements. “It’s not just a desert in ����ֱ��. We have a lot of activities.”

The expanded role of tourism under Vision 2030, which has a goal to create 1.2 million new jobs in the industry, is top of mind for those with a foothold already in the region.

“We are thrilled at this accelerated pace of growth in ����ֱ�� and want to make sure that we’re aligned with that,” said Simon Casson, president of hotel operations for Four Seasons Hotels and Resorts in Europe, the Middle East and Africa. Its Riyadh hotel, Four Seasons’ first in the Gulf when it opened in 2002, is now offering a tour of the Tuwaiq escarpment, otherwise known as the Edge of the World. 

Four Seasons’ plans for a hotel in Makkah, announced in the fall, are in the design phase, with construction expected to begin next year. “The site of the hotel is really the last remaining piece of land that’s ringside, if you like, and has a direct view facing onto the Kaaba, so that will partner very well with our Riyadh hotel,” Casson said.

As for more hotels? “I would say stay-tuned because we’re actively working on other opportunities within ����ֱ�� — not things we can announce at this time but we see a tremendous amount of opportunity as we look forward.”

Omer Kaddouri, Rotana’s president and CEO, also sees tremendous potential. It’s operating four hotels in the Kingdom right now and will have three more by the end of the year. 

“They’re building more reasons to travel there,” Kaddouri said, speaking of the recent changes. “I’d like to say that by the time they’ve reached their 2030 vision, Rotana will have no less than 20 operating hotels in the Kingdom, with more in the pipeline.”

As for the long-awaited Nobu Hotel in Riyadh, Khaled Al-Ashqar, director of sales and marketing, said it’s “very close” to opening. The boutique hotel, with a restaurant by chef Nobu Matsuhisa, will also have a tea lounge and a live cooking station in the Royal Suite. “I’m 100 percent sure it will be the spot of the city,” Al-Ashqar said.