- Saudi Arabia has decided to develop its tourist offer and is trying to improve its image.
- The region of Al-Ula, in the north-west of the kingdom, is the showcase of this seduction operation.
- The site, classified by UNESCO, is currently the subject of an exhibition at the Institut du monde arabe in Paris.
Hundreds of millions of euros to grow tourists in the desert. Saudi Arabia has decided to embark on tourism, and the kingdom is giving itself the means to achieve it. The exhibition "Al-Ula, wonder of Arabia", extended at the Institute of the Arab World (IMA), in Paris, until March 8, 2020, is one of the most recent examples.
Breathtaking photos of Yann Arthus-Bertrand, maps telling the rich history of the region, artefacts and sculptures dating back thousands of years ... The exhibition puts the package, and it works. Al-Ula, located in the northwest of the country, in the heart of a 22,000 km² site that recalls the mythical city of Petra in Jordan, dear to Indiana Jones. The site, listed as a UNESCO World Heritage Site, has for several months been the figurehead of the great seduction operation launched by the kingdom to promote tourism.
"Image of the country at its lowest"
For Sébastien Boussois, doctor of political science and specialist in the Middle East, the objective is first of all to restore the national coat of arms: “The image of the country is at a low level with its very aggressive policy in the region. We are of course thinking of the war in Yemen, the assassination of the dissident journalist Jamal Khashoggi, the blockades in Qatar… ”
For the researcher, "when hard power [the strong way] does not work, we opt for soft power [the soft way] and cultural diplomacy, which obviously involves tourism. In addition to opening borders to 49 countries last October, Saudi Arabia has launched major works to make the Al-Ula site operational for modern tourism. Jean Nouvel will notably build one of the many hotels in the pipeline. Museums, swimming pools, a tourist train are also planned in this large-scale program led by Gérard Mestrallet, former CEO of Engie.
Progress to be made on human rights
"With the means put in place and the beauty of the places they present, everything can go very quickly," adds Françoise Binder, consultant in territorial and tourism marketing. According to her, this express upgrade must however be accompanied by another: that of human rights, and of the status of women in particular. “Saudi Arabia must absolutely move forward on these points to become attractive. "
View this post on Instagram
عندما تضربك الحياة لتُسقطك على ركبتيك ؛ تذكّر أنّك في وضعٍ مثالي لتُصلّي. # مدائن_صالح #alula #medainsaleh
A post shared by AishaLkhudhair (@aisha_artist) on Feb 12, 2020 at 5:55 am PST
The announcements of recent months on the relaxation of religious laws, such as the end of guardianship or the right of the Saudi women to drive, are not enough for Françoise Binder. The consultant hopes that this openness to tourism will change the rules in depth: “Tourism can really act on the attitude of a country, if it really wants to open up. "
Sébastien Boussois is much less convinced: “We are still far from the modern and open country, it may take decades because Saudi Arabia must transform itself in depth. In the meantime, the IMA gives a taste of its heritage.
- Tourism
- Heritage
- Trip
- Human rights
- Saudi Arabia