Desert image

And contrary to its desert image, Saudi Arabia also has islands and beaches you can visit. About 40 kilometers, or about an hour's boat ride, from Jazan, one will find the Farasan Islands. According to the Visit Saudi website, more than 80 islands make up the archipelago.

Furthermore, since the first millennium BC, Jazan Province has been a draw for people from Arab states, Africa and Europe. The islands were once known as Portus Ferresanus, and a Latin inscription dating from 144 AD has been found on the island, indicating the existence of a Roman garrison.

Another growing popular destination is Umluj, famous for its shining blue waters and pristine white shores.

Umluj was once famous for the production of top-tier boats and fishing was a predominant indigenous activity, and a major source of income. It is often referred to as being "the Saudi Maldives".

"Saudi Arabia tourism has huge potential, which is even larger than what digital economy or finance can bring to it," said Jerry Li, founder and managing partner of eWTP Arabia Capital.

Li said the nation's tourism "has a unique charm, with all its cultures, museums and historical heritage places", as he found that the local places may be ordinary looking on the outside, but inside it "can be fabulous with all the luxuries including splendid halls and swimming pools".

Pan Xin, a tourist guide in the Middle East from Hong Kong, said there had been an increasing trend for Chinese tourists to go to Saudi Arabia after the China-Saudi Arabia Summit in late 2022.

Manzo, from Saudi Arabia and former president and CEO of the World Travel and Tourism Council, credits the leaders' vision, leadership and resources for developing the sector, which she said a lot of countries lacked.

"That's very important. The second fact is that the massive investment that we see is a little bit over $1 trillion when you combine infrastructure and tourism, but only half of that is going to NEOM, the rest is going to projects, is going to airport infrastructure, is going to the development of the sector," said Manzo.

"We have prioritized the sector … so that we can share with the world that we are open for business," she added.

She noted that sports and culture are helping them create products for tourism with their different activities and that she expected it was going to give "more than one percent to the GDP of the country".

In the years to come, there are a couple of new attractions that are expected to rise, making Saudi Arabia's revised target of 150 million tourists by 2030 possible to reach.

Diriyah Company is set to introduce its new visionary and lifestyle destination, Diriyah Square, which is located on the outskirts of the Saudi capital, Riyadh. The new retail hub will host over 400 new retail outlets and more than 100 restaurants and cafes at the heart of the historic Diriyah development area incorporating 300-year-old traditional architectural concepts and design.

Group CEO of Diriyah Company Jerry Inzerillo said Diriyah Square is more than just a shopping destination. It is a symbol of Saudi Arabia's commitment to driving economic growth and fostering creativity and innovation.

Another one is the mega luxury mountain tourism destination Soudah Peaks, which is in the first phase of development this year and is hoping for specialized Chinese firms to participate in the process, according to a senior executive.