Heritage driving tourism in ME

With an aim to capitalise on the growing trend of experiential travel where visitors seek cultural and heritage experiences, rather than less context dependent leisure options, governments in the Middle East region are focussing on developing cultural destinations and promoting the region’s heritage sites to attract global tourists and encourage inbound tourism.

The Middle East region’s rich culture and heritage is a testament to the maturity of its tourism industry, which is continuing to increase its resilience to external shocks. Governments in the Middle East region are increasingly directing their efforts towards developing cultural destinations and promoting the region’s heritage sites to attract global tourists and encourage inbound tourism.

This move is aimed at capitalising on the growing trend of experiential travel where visitors seek cultural and heritage experiences, rather than less context dependent leisure options. As a response to globalization and perceived homogenization of tourist experiences, tourists have increasingly sought to satiate their cultural curiosity through unique tourist experiences. Cultural activities are now an integral part of many travel itineraries. Furthermore, the revival of the Middle East’s tourism sector is benefitting from growing diversification and increasing popularity of cultural tourism. This has led to significant economic benefits and increased investment in cultural tourism and world heritage sites. Cultural tourism also provides economic benefits to local communities and drives the growth of sustainable tourism. In countries like the UAE, it supports domestic tourism, which is uniquely lucrative given the large expat population in the region. It also encourages the development of small and medium-sized enterprises offering cultural experiences, such as homestays, cultural tours, and artisanal markets.

The development of cultural tourism requires the preservation and promotion of cultural heritage. It involves the protection of historical and archaeological sites, as well as the conservation of traditional art, crafts, music, and other cultural elements. The fact that the Middle East region has a rich cultural heritage that is being preserved and promoted for tourism purposes indicates that the tourism industry in the region recognises the value of cultural tourism. For instance, Saudi Arabia aims to double the number of its UNESCO (The United Nations Educational, Scientific and Cultural Organization) sites over the next 10 years as part of its Vision 2030 framework. Countries like the UAE and Saudi Arabia host many ancient and historical sites. For example, Al Balad, the old part of Jeddah is a UNESCO World Heritage site. It was established 1,300 years ago as the gateway for Muslims on their way to Mecca, for those arriving by sea from Africa. Emirates such as Abu Dhabi in the UAE not only reflect their contemporary ethos but also demonstrate traditional culture, which makes it a preferred choice for tourists keen on cultural exploration. For instance, the Cultural District of Saadiyat Island is a contemporary cultural hub, recently developed in Abu Dhabi. The site includes the Louvre Abu Dhabi and the Zayed National Museum. Saadiyat Island is also home to Sheikh Zayed Grand Mosque in Abu Dhabi, one of the largest mosques in the world. Another popular destination in the UAE is Al Ain Oasis. It is the largest oasis in the city of Al Ain and is designated as a UNESCO World Heritage site. The UAE’s heritage is also reflected through various annual festivals such as the Qasr Al Hosn Festival, Sheikh Zayed Heritage Festival, Sultan bin Zayed Heritage Festival, and Sharjah Heritage Days, which provide a valuable opportunity for visitors to appreciate and experience the region’s culture.