Eyes High-end Tourists

RIYADH — For centuries the destination for Muslim pilgrims from around the globe, Saudi Arabia is now striving to attract hundreds of thousands of high-end holidaymakers, Muslims and non-Muslims, to its breathtaking sites, without compromising its way of life.

"We have a lot to offer non-Muslim tourists," Majid al-Shiddi, spokesman of the Saudi Supreme Commission of Tourism (SCT) told Reuters.

"Scuba-diving, a diversified landscape, the hospitality and historic sites," he cited as few of the many attractions.

"There are more than 6,300 heritage sites," added al-Shiddi.

The world's top oil producer hopes to lure 1.5 million tourists by 2020 - compared to less than 100,000 foreign tourists who are not pilgrims today.

It also hopes to see a rise from 5 to 18 percent in tourism's contribution to its economy, largely dependent on oil exports.

The kingdom has also recently taken a series of measures to become more tourists-friendly.

The SCT said earlier this year that tourist visas would be granted to foreigners for the first time.

It licensed 18 tour operators to issue the visas, abolishing a long-standing requirement for a Saudi resident to sponsor those wishing to enter the country.

Because the SCT wants tourists to remember their visits, the Interior Ministry has ended a ban on photography with the declared goal of attracting more visitors.

The kingdom has around 861 hotels, and has state-of-the-art outlets at Yanbu on the Red Sea as well as Abha in the fertile province of Asir, and the holiday center of Taif in the west of the country.

Muslim Tourists

Saudi Arabia, the birthplace of Islam and home to two of Islam three most sacred shrines, is not willing to compromise to attract tourists.

"We are shooting for high-end individuals, there won't be any mass tourism here," said al-Shiddi.

"We target people who like Saudi Arabia for what it is, people who will like the experience and hopefully come back again and again."

Alcohol will remain banned, women will have to be dressed modestly and only Muslims would be able to set foot in the holy cities of Makkah and Al-Madinah.

Officials expect Makkah, to which millions of worshippers from across the globe flock, to remain the most visited city.

"We expect the new tourist visas to rise by half the number of visitors to Makkah by 2011, pilgrims included," a senior official in the council said.

The holy city, which is in the heart of the new drive, is enjoying a construction boom as exclusive hotels, apartments and shopping malls rise around the Grand Mosque.

Only the call to prayer halts works on the giant property projects, a stone's throw from the mosque which houses the Ka'bah to which Muslims worldwide turn during their prayers.

The real estate projects -- led by Saudi developers Jiwar Real Estate Management Marketing and Development Company, Al Oula Development Company and Jebel Omar Development Company -- total around $20 billion of investment.

The biggest is Al Oula's $9.3 billion al-Shamiya, where apartments, shopping malls and hotels will accommodate up to 250,000 people when finished in a decade, a company official said.

Jiwar is expected to finish work on the $8 billion Abraj al-Beit project within two years.

It includes hotels to accommodate around 65,000 people, a convention center, restaurants and a shopping mall, as well as a 485-meter high (530 yards) tower.

Jebel Omar Development, which plans to raise 2 billion riyals ($536 million) by floating a 30 percent stake in an initial public offering as early as next year, is investing 10 billion riyals over seven years to accommodate up to 100,000 people and build 11 towers with hotels, apartments and shops.

Real estate developers say the holy city accounts for more than half of total investments in the kingdom.

Saudi Railways has launched a tender process for the construction of a high-speed train link from Makkah to Al-Madinah, and Makkah's road system is being updated to ease congestion.

Jeddah airport, the country's main and closest international hub to Makkah, is also under expansion to meet growing demand and raise annual capacity to 21 million passengers within 20 years.

Though the focus is on the two holy cities, Saudi authorities will now try to show tourists the rest of the country too.

"Makkah and Al-Madinah will be a must stopover for Muslim tourists," Shiddi said.

"But there are many pilgrims who do not visit other cities in the kingdom. If we manage to get high-end pilgrims to visit other cities that would be great."