A study of perceptions of Saudi Arabia as a tourism destination, and the implications for the development of incoming tourism.

Abstract

Saudi Arabia has undertaken several efforts and projects to improve the tourism sector and establish a desirable destination among international visitors, in line with its new vision 2030 to become the primary player in the industry. This research paper examines Saudi Arabia's existing image as an international vacation spot in the eyes of international travellers and pinpoints the variables affecting the growth of the industry. Examining this subject will provide the opportunity to better understand, explore and find answer to the main aim of this research which is, how the world currently perceives Saudi Arabia and how its image is currently perceived by people on the global stage. This research will be done through a qualitative approach by conducting a virtual interview with 12 international travellers from different backgrounds in a way that will allow to have a valuable insights and deep understanding of various people’s perceptions regarding Saudi Arabia. The outcomes of this research will show different perception of Saudi Arabia as a destination for tourism, formed by the influencing factors which could be positive or negative. With these valuable insights and data, we will be able to assess the efficacy and limitations of government efforts and strategies to promote tourism, enhance the image to set ourselves apart from competitors. The finding of this research plays a significant role in transforming and developing the future of tourism industry in Saudi Arabia to become an appealing global destination for tourists.