CASE STUDY 2 Diriyah, the city of earth Located on the outskirts of Riyadh in Saudi Arabia, Diriyah is the birthplace of the kingdom and the ancestral home of the Al Saud royal family. Founded in the 15th century, At-Turaif District in ad-Dir’iyah bears witness to the Najdi architectural style, which is specific to the centre of the Arabian peninsula. Diriyah Gate Development Authority has been mandated to preserve Diriyah’s rich history and heritage, celebrate its community and foster a deep connection with its roots in order to ensure sustainable urban development and responsible land management. The 14 square kilometre project is an undertaking in the hotel and hospitality space and its development is underway with the goal of attracting 50 million visits a year. It is essentially building a new city that will be home to 100,000 residents, 40 new hotels, a 20,000-seater multipurpose arena, an opera house, nine museums, office spaces, 1,000 shops and world-class eateries. Since the opening of the UNESCO World Heritage Site and the nearby Bujairi Terrace in December 2022, there have been over 2 million visits, giving visitors the chance to explore and walk the same streets as the Al Saud family and others over 300 years ago. Source: Diriyah Gate Development Authority;33 UNESCO34 Finally, the T&T sector has a unique opportunity to promote social and economic inclusion by developing tourism offerings that are available and accessible to all. By focusing on creating experiences that cater to diverse needs, the sector can tap into new markets and contribute to a more equitable society. Key opportunities in inclusive tourism include creating employment and entrepreneurship opportunities for local communities or marginalized groups within the sector and designing travel experiences that celebrate diversity and promote cultural understanding. Successfully launched initiatives have been shown to increase local income in destinations by over $5,500 per capita per annum.35 Photo credit: Unsplash/ NEOM Future of Travel and Tourism: Embracing Sustainable and Inclusive Growth 9

Future of Travel and Tourism 2025