Ancient meets modern
SAUDI ARABIA HAS , IN RECENT YEARS , REACHED OUT TO THE WORLD OF LEISURE AND BUSINESS TOURISM WITH INTERNATIONAL CAMPAIGNS . IT IS A DESTINATION LOOKING TO MAKE A MARK , A SENTIMENT REFLECTED BY ITS STUNNING MIRROR BUILDING IN AL- ‘ ULA
audi Arabia is the second biggest tourism destination in the Middle East , although most has been religious tourism . Advertising and marketing campaigns , allied to some new visa options , helped push the Kingdom ’ s international tourism sector ’ s value to over $ 25bn in 2019 . Tourist visas , including e-visas , were introduced for citizens of 49 countries for a fee of $ 80 . That first rush of tourists was led by those from China , the UK and the US .
Although in-person conference business at Riyadh International Convention and Exhibition Centre – the Kingdom ’ s No . 1 congress facility – remains suspended due to Covid , the facility had been recording 70 % occupancy rates pre-pandemic and has regularly staged major national events . It is also a member of the Arab Union for International Exhibitions and Conventions . The RICEC calendar of major events does show bookings from September 2021 , albeit mainly national Saudi events .
Saudi Arabia , like most , has embraced hybrid conferencing too , with the hosting of the G20 Summit with world leaders online in November 2020 .
When pandemic restrictions do ease , the Kingdom ’ s Vision 2030 will be the strategic blueprint for modernising the country and creating new sources of
Below : Maraya , the mirror buildng revenue and job creation as the country continues to reduce its reliance on the energy sector .
Tourism and business tourism have a role here including via the so-called ‘ giga ’ infrastructure projects that are being built throughout the Kingdom . Vision 2030 aims to raise the contribution of tourism from 3 % of GDP , to 10 % by 2030 .
Mirror on MICE Al- ’ Ula in the northwest of Saudi Arabia is home to many thousands of years of history , and is likely to be a focus of any future high-end incentives travel . Recognised as a crossroads of 7,000 years of successive civilisations , it is 325km north of Medina .
Historically , Al- ’ Ula became a vital crossroads along the famous incense trading routes , running from southern Arabia north into Egypt , the Mediterranean and beyond . With oases dotting the area , it offered much-needed respite for weary travellers .
Sandstone mountains add to the dramatic backdrop of Al- ’ Ula ’ s geography and geology . It is here that you will find Maraya , or ‘ Mirror ’ in Arabic , a multi-purpose concert and world-class event venue and a true feat of modern engineering . It is a structure wrapped in 10,000sqm of mirrors .
Designed by Italian Architects Gio Forma , Maraya is a centrepiece in Saudi Arabia ’ s ambitious development plans .
Stars including José Carreras , Lionel Richie and Andrea Bocelli , have performed to sold-out audiences at Maraya . The venue has already hosted 18 Nobel laureates during a conference and caters for events via three main dining areas and an open-air roof terrace .
Maraya in numbers :
• 10,000sqm of mirrors to reflect natural surroundings
• 26 metres high
• 550-seat theatre
• 15 minutes away from three significant historical sites
• 43km from the airport
ISSUE 112 / CONFERENCE & MEETINGS WORLD / 29