Saudi Arabia is turning up the tourism offensive. This time may be different

With its 40-degree heat, moon-like landscape and strict alcohol ban, Saudi Arabia probably ranks far down the list of destinations for a plush summer jaunt for most British holidaymakers.

Yet the royal rulers of Saudi Arabia have other ideas. They are planning to build a tourist economy almost from scratch by the end of the decade to rival its neighbour in Dubai and make the country an attractive destination for people looking for a little luxury.

To boost their ambitions, airlines including Sir Richard Branson’s Virgin Atlantic group have recently commenced flights into the country. Riyadh Air, the home-grown operator, is also preparing to bring an expected influx of visitors into the country.

While airlines have gone all in on Saudi…