In these early years of opening up to tourism in Saudi Arabia, we embarked on a fascinating journey into the heart of the desert, where temperatures range between 35 and 40 degrees Celsius, and the need to stay hydrated is constant. However, the stunning images that unfold at every turn make every effort worthwhile.

Our journey begins in bustling Riyadh, the capital of the kingdom, from where we fly to the heart of the Saudi desert. After an hour of flight, we land in AlUla, an ancient oasis and archaeological region in northwestern Saudi Arabia that has become a top-tier tourist destination.

AlUla: Saudi Arabia's Archaeological Gem

Our first stop is Hegra, also known as al-Hijr or Mada'in Saleh, the crown jewel of Saudi Arabia's archaeological attractions. This site, built between the 1st century BC and the 1st century AD, houses an astonishing necropolis with tombs carved into sandstone, standing out against the vast desert landscape of northwestern Saudi Arabia.

Hegra was the first place in Saudi Arabia to be inscribed on UNESCO's World Heritage List. Here, travelers can explore ancient tombs carved into the rock and gain insights into the enigmatic empire that built them. The archaeological site, now open to tourists, offers a fascinating glimpse into the region's history and its relationship with Petra in Jordan.

The travel experience in the Saudi desert is truly satisfying. In comfortable 4x4 vehicles driven by friendly Saudi drivers, we venture into the vast desert. The importance of carrying water is paramount given the arid climate and high temperatures. At each stop along the way, we can enjoy Arabian coffee and dates, which are a delightful sample of Saudi hospitality. Additionally, it is advisable to have hats and scarves to protect against the scorching sun and the wind that stirs up the fine desert sand.

Arabian coffee is an essential part of Saudi culture. It is prepared uniquely by boiling the beans without filtering. It is a black and dense beverage with a strong and bitter flavor, often flavored with cardamom. In some regions, such as Qatar, it is also infused with cumin, cloves, and/or saffron, giving it a bright yellow color and a distinct taste from Western coffee. To offset its bitterness, it is usually accompanied by dates or other sweet treats, adding a dimension of pleasure to this unique experience in the Saudi desert.

Saudi Arabia: Transforming its Economy through Tourism

The tourism sector in Saudi Arabia is pivotal to the kingdom's Vision 2030 plans, an ambitious project led by Crown Prince Mohammed bin Salman. Vision 2030 aims to diversify and transform the country's economy, reducing its historical dependence on oil. Through the opening up to tourism, the country is leveraging its diverse natural landscapes and rich cultural heritage to attract both international and domestic tourists.

It is in this context of transformation and growth that Chief Advisor to the Minister of Tourism of Saudi Arabia, Gloria Guevara Manzo, highlights that these projects are having a transformative impact on the country's economy. Tourism, which currently accounts for less than 3% of Saudi Arabia's GDP, is on track to reach 10% by 2030, driving economic diversification and reducing oil dependence.

Saudi Arabia is emerging as a captivating tourist destination, and Hegra is just the beginning of the wonders that this country has to offer to travelers seeking unique adventures and cultural discoveries in the heart of the desert. With Vision 2030 led by Crown Prince Mohammed bin Salman and a strong commitment to transforming its economy, Saudi Arabia is poised to become a global hub for trade and tourism, connecting Africa, Asia, and Europe, in line with the kingdom's ambitious development plans.