Saudi Arabia has launched the “Beyond Tourism” initiative, a transformative strategy aimed at redefining the global tourism landscape. This forward-looking program seeks to expand the Kingdom’s role in the international travel sector by integrating cultural, economic, and technological dimensions into its offerings. By focusing on experiential travel, heritage preservation, and sustainable development, the initiative positions Saudi Arabia as a pioneering destination that goes beyond conventional tourism models. The project includes major investments in infrastructure, digital innovation, and human capital to support new tourism ecosystems across regions like AlUla, NEOM, and the Red Sea Project. Analysts suggest this approach could influence how nations develop and market their tourism industries worldwide. The initiative reflects broader economic diversification goals under Saudi Vision 2030, reducing reliance on oil revenues while fostering private sector growth and job creation.
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