In the vast desert landscapes of the Kingdom of Saudi Arabia (KSA), something monumental is brewing. The country’s Vision 2030 strategic plan has unveiled a series of “Giga Projects,” sprawling infrastructural endeavours meant to catapult Saudi Arabia onto the global tourism stage. While these projects exude opulence and ambition, there is an underlying question that needs addressing: Are they crafted with international families, especially those with children, in mind?
The Giga Landscape
Saudi Arabia’s launch into ambitious tourism aligns with its goal to diversify away from a predominantly oil-driven economy. With ventures like the Red Sea Project’s luxurious resorts, NEOM’s city of the future, and the historical majesty of Diriyah Gate, the Kingdom promises a mosaic of experiences. However, for the international family demographic, the real allure often lies in the details.
Understanding International Family Travel
Before dissecting the Giga Projects’ offerings, it’s crucial to understand the dynamics of international family travel. Families are no longer content with the generic “one size fits all” travel packages. The modern family seeks:
Diverse Experiences: Activities that cater to both children and adults.
Interactive Opportunities: Chances for the family to bond, learn, and grow together.
Safety and Comfort: Especially when travelling with kids, safety, health amenities, and familiar comforts become paramount.
Fantasy and Escapism: Engagement with character IP (existing or newly created) offers a unique opportunity to create unique bonds and memories for children and families, allowing the connection to continue long after the holiday is over. International families crave this offering.
Cultural Learning: An opportunity to expose children to different cultures, broadening their horizons – there is a growing trend of education and entertainment (edutainment).
KSA’s Giga Projects through the Family Lens
1. Qiddiya – Saudi’s Playground
Arguably the most family-centric, Qiddiya plans to house amusement parks, sports arenas and cultural facets. It’s a potential hotspot for family entertainment, offering diverse experiences for children and interactive opportunities for families.
2. The Red Sea Project
While teens might be drawn to water sports and the aquatic wonders, what about the younger kids? The luxurious resorts could consider children’s entertainment zones, interactive/immersisive exhibits and family-centric activities.
3. NEOM
NEOM’s promise of a technologically advanced future might intrigue adults, but children need tangible, interactive experiences. While NEOM promises entertainment zones, they need to ensure they are inclusive of children of all age groups and provide opportunities for families to make memories together.
4. Diriyah Gate
While it serves as a testament to Saudi’s rich history, it’s crucial to translate historical tales into captivating stories for kids. Interactive museums, guided family tours and cultural workshops can bridge the age gap, along with spectacular live entertainment.
The Importance of Entertaining Children
Families, especially those from international locations, view holidays as more than just a break. They’re a bonding period, an opportunity for multi-generations to interact together and a chance for children to develop and learn. Here’s why catering to children is paramount:
Retaining Tourist Interest: Happy children mean relaxed parents. If children are engaged and entertained, families are likely to prolong their stay and even make return visits.
Creating Lifelong Memories: Interactive family experiences don’t just entertain; they create memories. Whether it’s a workshop in Diriyah Gate or an immersive marine experience in the Red Sea Project, these moments can define a child’s understanding of the world.
Boosting Tourism Revenue: Families tend to spend more, especially when there are diverse offerings catering to their needs. By tapping into this segment, KSA can ensure a steady flow of revenue from tourism.
Room for Enhancement?
The Giga Projects, while awe-inspiring, could benefit from taking a specific, strategic approach to their international family offering, stitching in experiences that allow families, especially children, to immerse, interact, and bond.
Saudi Arabia stands on the cusp of transforming its image on the global stage. The Giga Projects are a testament to its ambition. However, to truly resonate with international families, the Kingdom should consider intertwining the grand visions with grounded, interactive, child-friendly experiences. The emphasis should not just be on showcasing Saudi’s potential but on ensuring that every member of the family, from the toddler to the grandparent, finds a piece of Saudi they can cherish and remember.
