Skift Take
With a goal to attract 100 million tourists a year by 2030, Saudi Arabia realizes that it will have to promote itself aggressively as a leisure destination. A trillion dollars looks pretty aggressive.
In addition to the investment that it has already made in the last five years, Saudi Arabia plans to invest another $1 trillion in the tourism sector over the next 10 years.
“Today, Saudi Arabia is the largest investing destination in the tourism sector,” said Fahd Hamidaddin, CEO of the Saudi Tourism Authority.
Having set the ball rolling, the destination has signed up Argentinian soccer star Lionel Messi as its newest tourism ambassador even as American golfer Jack Nicklaus says he turned down $100 million to be the face of Saudi-backed LIV Golf Series according to reports on Monday.
Of course, the country historically struggled to win over both domestic and international tourists due to societal…
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