Saudi Arabia is seeking to redefine its image as a travel destination for women. The country acknowledges a ‘perception’ problem surrounding safety for female travellers.
Efforts are underway by the Saudi Tourism Authority (STA) to assure the global community of its commitment to women’s safety and empowerment.
Addressing Safety Concerns
Saudi Arabia has made notable progress in changing perceptions related to female safety. Fahd Hamidaddin, CEO of the Saudi Tourism Authority, emphasised that communicating these developments is crucial. He highlighted the importance of showcasing how safe the kingdom is for women and acknowledged the need for clearer messaging about the country’s advances in women’s rights.
Numerous reforms have been implemented to support this narrative. Since 2018, women have been permitted to drive. The country also allows women to work as tour guides and stay in hotels independently. These steps signify a substantial shift in societal norms and aim to enhance women’s autonomy.
Empowering Women through Tourism
The empowerment of Saudi women is at the forefront of the nation’s tourism strategy. Hamidaddin stated that 44% of the STA’s workforce is female, which underscores the progress in gender inclusivity. This strategic inclusion of women in tourism roles is designed to positively impact perceptions and redefine the narrative.
Intrepid, a global travel company, launched tours led by Saudi women. These tours are not only designed for Saudi women but are also intended to present a bold statement about the changing landscape of the tourism sector. Women are playing a pivotal role in altering long-standing stereotypes about the region.
Changing Societal Norms
Saudi Arabia has seen a host of transformative societal changes in recent years.
Women can now dine without the restrictions of separate entrances in restaurants. This marks significant progress towards gender equality in public spaces.
The country has amended its regulations to allow single, divorced, or widowed women to live independently, without needing permission from a male guardian. Such changes resonate deeply in a culture historically characterised by stringent gender roles.
The Role of Perception in Tourism
Hamidaddin places considerable emphasis on how perception can shape a traveler’s decision-making. He asserts that the country must effectively communicate its safety standards to alter widespread misconceptions. By 2030, Saudi Arabia aims to significantly remodel international perceptions. However, changing deeply rooted opinions is challenging and requires consistent efforts.
Saudi’s approach involves inviting individuals to experience the country firsthand, allowing them to form their own judgments. This direct interaction with the culture and people is seen as the most potent tool in reframing perceptions.
As the kingdom continues to open its doors, it hopes to align the global viewpoint with the realities of its progressive reforms.
Progressive Reforms in Hospitality
In 2019, Saudi Arabia allowed women to book hotels without a male guardian, a monumental step for both domestic and international female tourists. Such hospitality industry reforms aim to foster a welcoming atmosphere for female visitors, further promoting Saudi Arabia as a viable travel destination.
These changes are complemented by a societal shift where women no longer need to show proof of relationship with a man at hotels, marking a departure from traditional customs.
Commitment to Long-term Change
Saudi Arabia’s commitment to reform is evident in its strategic plans for the tourism sector. The inclusion of women in significant roles within the STA highlights the kingdom’s dedication to fostering a diverse and inclusive environment.
As the country continues to evolve, these reforms are expected to have a ripple effect, touching various aspects of social life and international relations.
Engaging the Global Community
The Saudi Tourism Authority underscores the role of its citizens in redefining the national image. Hamidaddin believes that the people are the best ambassadors of Saudi Arabia’s transformation, inviting visitors to witness the changes firsthand.
Saudi Arabia is actively addressing perceptions to become more attractive to female travellers. Through strategic reforms and empowerment initiatives, the kingdom is making notable strides towards a more inclusive and welcoming environment.