• EXPERIENCE ECONOMY: RELIGIOUS TOURISM
Recent and pipeline announcements in Madinah include midscale, extended-stay, premium and branded hotel concepts, from Hilton and Marriott to IHG and Accor- linked projects. This diversity is essential to maintain growth momentum. The Holy City needs flexible inventory for groups, families, longer stays and value-driven travellers, as well as premium accommodation for visitors seeking higher comfort levels. As the pilgrim base expands geographically and demographically, the winners will be destinations and operators able to match spiritual purpose with practical ease. THE TRANSPORT BACKBONE Beyond hotels, the growth of religious tourism depends on a vast ecosystem. Aviation, rail, road networks and first-mile/ last-mile connectivity are all central to the kingdom’s ability to host larger volumes of pilgrims without compromising safety or experience. The Haramain High-Speed Railway has become one of the most important pieces of supporting infrastructure. Linking Makkah and Madinah via Jeddah, King Abdulaziz International Airport and King
pilgrims efficiently between airports, hotels and holy sites, but to encourage them to stay longer.
Abdullah Economic City, the railway has transformed movement between the Holy Cities. With trains operating at up to 300 km/h, it gives pilgrims a faster and more comfortable alternative to long road transfers. Air access is also critical. Jeddah remains the primary gateway for Makkah, while Prince Mohammad bin Abdulaziz International Airport serves Madinah. Continued investment in aviation capacity, airport services and Saudi Arabia’s wider connectivity strategy will help religious tourism scale while also supporting broader inbound tourism goals. The opportunity is to not only move “Pilgrims who once came only for Hajj or Umrah are increasingly being encouraged to discover more of the kingdom”
FROM PILGRIMAGE TO DISCOVERY One of the most important changes to Saudi’s religious tourism market is the rise of the extended journey. Pilgrims who once came only for Hajj or Umrah are increasingly being encouraged to discover more of the kingdom, from Jeddah’s historic Al Balad district and the Red Sea coast to Riyadh, AlUla, Diriyah and other emerging cultural destinations. This creates a bridge between religious tourism and Saudi Arabia’s wider leisure economy. A pilgrim from Indonesia, Pakistan, India, Egypt, Nigeria or the Gulf may arrive first for faith, but with the right visa, itinerary and product design, that same traveller can become a cultural visitor, city break guest, shopper, museum-goer or family holidaymaker. For destinations outside the Holy Cities, this is a major commercial opportunity. Religious travellers already have a powerful reason to visit Saudi Arabia. The next task is to convert spiritual travel into multi-stop tourism, without diluting the purpose of the original journey.
82 | SPOTLIGHT RIYADH
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