TOURISM and hospitality are currently recognized for the pivotal role it plays in boosting the national economy of Saudi Arabia. Not only does the sector contribute a great deal to the country's GDP, it is also vital in cultivating employment opportunities among the residents and citizens. As of now, the tourism sector is responsible for 1.3 million Saudi jobs. This is further reinforced by recent studies and statistics published by Tourism Information and Research Center of the Saudi Commission for Tourism and National Heritage (SCTNH) which emphasized that the tourism sector is one of the largest job-generating economic sectors to date. As a valuable pillar that supports the country's long-term national objectives, the public sector is steadfast in its commitment to help support the sector by implementing a number of programs and initiatives that will help cultivate its growth and expansion in the short and long-term, in line with the key indicators of Saudi Vision 2030. An example of this is the Saudi Commission for Tourism and Natural Heritage active efforts to develop programs that will help cultivate the tourism sector through multi-dimensional platforms. This is most evident in the promotion of business tourism through MICE (Meetings, Incentives, Conferences and Exhibitions) event, as well as health and wellness tourism that can capitalize on the special skills of the country's medical human resources. Perhaps the most important aspect of tourism in the Kingdom is religious tourism. Religious tourism makes up a considerable degree of the sector's contribution to the country's GDP. As such, the government has made it a priority to enhance and invest in the preservation and redevelopment of key heritage sites that is of unparalleled historical significance for the country and a matter of pride for the people. In this regard, the public sector has been encouraging the private sector's participation through strategic collaborations and partnerships. The government has also launched a number of investments to help attract businessmen, as well as streamlining regulations for tourism investments, all in line with the Saudi Vision 2030. Tourism continues to be a key pillar in the National Agenda and religious tourism is considered valuable for the Haj and Umrah pilgrimages. In 2016 alone, there were a total of 1,862,909 pilgrim visitors for Haj in Saudi Arabia. The Elaf Group has always showcased its support for the country's programs and initiatives and has developed business strategies that will help complement the National Agenda and help the Kingdom meets its objectives. As such, Elaf Group continues to expand and reach more customers in the Kingdom as well as in the GCC and the Middle East region. The company has continued to espouse the values of quality and excellence across all its products and services to ensure unparalleled customer service that will ensure the standards of the nation. As of now, the government has forecasted that the pilgrims will increase to reach 30 million by 2020. Following the support of the public sector, evident in the increased government spend on infrastructure, such as road and transportation systems for more effective and greater accessibility, Elaf will continue with its expansion to tap more visitors and help the Kingdom in its economic diversification effort and in its move to cultivate the role of private sector in the country. In line with this, Elaf has launched a number of strategic marketing tours that will help promote the country's thriving and vibrant hospitality sector in key continents across the world. These were developed in order to reinforce the unique brand of tourism that Saudi has to offer in the GCC region, and beyond. Elaf engaged with people from all walks of life in key cities such as Istanbul, Turkey; Cairo, Egypt; Casablanca, Morocco; and Makassar, Indonesia. During this time Elaf showcased the rich cultural heritage and stunning natural beauty of the offer, in order to spread awareness on the wide variety of offerings that the country has to offer. The future of tourism sector in the country remains optimistic with the strong cooperation of the public and private sectors and a number of innovative and pioneering developments under way. It is certain that all such will contribute in the development of a thriving economy in the years to come. * The writer is CEO, Elaf Group
