At the Arabian Travel Market conference in Dubai, Saudi Tourism Authority CEO Fahd Hamidaddin discussed the importance of changing perceptions, particularly regarding the safety of female travelers in Saudi Arabia. He emphasized the need to better communicate the safety of the country for women to the world. In recent years, Saudi Arabia has made progress in women’s rights, such as allowing women to drive in 2018 and be tour guides in 2019. The country has also increased the percentage of women in the tourism workforce to 45%.
In 2019, Saudi Arabia made several changes to improve the rights and freedoms of women, such as allowing them to stay in hotels by themselves without a male guardian, removing the requirement for proof of relationship when checking into a hotel for non-Saudi women, and ending the segregation of entrances in restaurants. Additionally, in June 2021, the country allowed single, divorced, or widowed women to live independently without permission from their male guardians. These changes are part of Saudi Arabia’s efforts to become a leading travel destination and improve perceptions about the country.
Hamidaddin highlighted the importance of letting people experience Saudi Arabia for themselves to form their own judgments. He acknowledged that despite claims about safety and progress, seeing the country firsthand is the most impactful way to change perceptions. By 2030, Hamidaddin believes that many perceptions about Saudi Arabia can change for the better. He emphasized the role of the Saudi people in promoting the country, stating that their perspectives and experiences are the most effective in showcasing the true essence of Saudi Arabia.
The Saudi Tourism Authority has made strides in supporting women in the tourism industry, with 44% of their staff being women. Earlier this year, Intrepid launched tours in Saudi Arabia led by Saudi women for Saudi women, further empowering and showcasing the capabilities of women in the travel sector. Hamidaddin emphasized the importance of showcasing the diverse perspectives and stories of Saudi women in the tourism industry to enhance the overall tourism experience and appeal to a broader audience.
Overall, Saudi Arabia is actively working towards changing perceptions and improving the safety and rights of women in the country. Through initiatives such as allowing women to work in the tourism industry, promoting women-led tours, and making policy changes that empower women, Saudi Arabia is striving to become a welcoming destination for travelers of all backgrounds. By highlighting the voices and experiences of Saudi women and allowing visitors to see the country for themselves, Saudi Arabia is working towards a more inclusive and diverse tourism sector that embraces equality and empowerment.
