Identifier
Created
Classification
Origin
06JEDDAH458
2006-07-08 12:24:00
CONFIDENTIAL
Consulate Jeddah
Cable title:  

SCT SETTING THE STAGE FOR SAUDI'S TOURISM FUTURE

Tags:  BTIO ECON PINR SA 
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RR RUEHDE
DE RUEHJI #0458/01 1891224
ZNY CCCCC ZZH
R 081224Z JUL 06
FM AMCONSUL JEDDAH
TO RUEHC/SECSTATE WASHDC 9301
INFO RUEHZM/GULF COOPERATION COUNCIL COLLECTIVE
RUEHLO/AMEMBASSY LONDON 1446
RUEHFR/AMEMBASSY PARIS 1524
RUEHRH/AMEMBASSY RIYADH 6630
RUEAIIA/CIA WASHDC
RUCPDOC/DEPT OF COMMERCE WASHDC
RUEKJCS/DIA WASHDC
RUMICEA/JICCENT MACDILL AFB FL
RHEHAAA/NSC WASHDC
C O N F I D E N T I A L SECTION 01 OF 02 JEDDAH 000458 

SIPDIS

SIPDIS

RIYADH, PLEASE PASS TO DHAHRAN, DEPARTMENT FOR NEA/ARP,
INR/B; PARIS FOR ZEYA; LONDON FOR TSOU

E.O. 12958: DECL: 07/05/2031
TAGS: BTIO ECON PINR SA
SUBJECT: SCT SETTING THE STAGE FOR SAUDI'S TOURISM FUTURE

REF: JEDDAH 000221

Classified By: Consul General Tatiana Gfoeller for reason 1.4 (b) and (
d).

C O N F I D E N T I A L SECTION 01 OF 02 JEDDAH 000458

SIPDIS

SIPDIS

RIYADH, PLEASE PASS TO DHAHRAN, DEPARTMENT FOR NEA/ARP,
INR/B; PARIS FOR ZEYA; LONDON FOR TSOU

E.O. 12958: DECL: 07/05/2031
TAGS: BTIO ECON PINR SA
SUBJECT: SCT SETTING THE STAGE FOR SAUDI'S TOURISM FUTURE

REF: JEDDAH 000221

Classified By: Consul General Tatiana Gfoeller for reason 1.4 (b) and (
d).


1. (C) SUMMARY. Jeddah's new Director General of the SCT
outlined his plan for tourism development in Jeddah and
Kingdom-wide with Consulate General officers. The Director
General is setting up the tourism sector's infrastructure by
centering on critical topics such as IT development and
adapting Saudi culture in order to develop the sector. The
Director General is aiming to attract Saudis as investors and
tourists in the sector but recognizes he has a long way to go
before the Kingdom has a viable tourism industry. END SUMMARY.

PROVIDING A STRUCTURE FOR THE TOURISM INDUSTRY


2. (U) On June 28 EconOff and PolAsst met with Emad al
Mugharbel, Director General of the Supreme Commission for
Tourism (SCT) in Jeddah (reftel). Mugharbel told Consulate
General officers that in order for tourism to succeed in
Saudi Arabia,the Kingdom needs to think like Egypt where
tourism equals good economics. He views tourism as part of
the Kingdom's diversification effort and in the future a
sizable portion of the economy. Mugharbel stated the SCT is
charged with setting up the infrastructure for tourism not
the modalities of the industry such as the number of
visitors, offering amenities, etc.


3. (C) Mugharbel is focused on six key subjects to set up
Jeddah's tourism infrastructure. 1) Using information
technology to increase awareness about tourism in Saudi
Arabia and accessibility for those seeking information about
tourist activities. 2) Working on the cultural attitudes
towards tourists by raising awareness and educating the
population about how a strong tourism industry is good for
the Kingdom. Part of this effort is undertaken by the
"Yahalal" (Welcome) training program which will train people
such as taxi drivers, airport workers, and hotel staff who
are on the front line with tourists about giving good
customer service. 3) Increasing the number of corporate
events like the Jeddah Economic Forum to increase publicity

for Jeddah. 4) Establishing a "spirit" of Jeddah in which
there is a feeling that something is always happening here,
and there is always something to do to incite people to
visit. 5) Instituting consumer events similar to the Dubai
Shoppig Festival again for publicity and to make Jeddah
location known for specific annual events. 6) Dveloping the
Red Sea as a destination for scuba iving with the
development of beaches, resorts, ec. like Egypt has already
done.

SAUDIS MAKE TE BEST CLIENTELE


4. (C) Mugharbel staed that he is optimistic about the
tourism industry's future because of the government's
support, particularly with Prince Nayif bin Abdul Aziz al
Saud who is on the Board of Directors for the SCT. A major
problem for Mugharbel however, is finding investors. He
stated that he prefers to have Saudis invest in tourism
because he feels they should be part of the country's
development and they have the financial resources, but the
Saudi investors are not putting their money in the Kingdom
and are instead investing in projects in Egypt and Dubai. He
said that Saudi investors do not yet see the benefit in
investing in Saudi's tourism sector and while they have
expressed interest, they are not ready to financially commit.
While Saudis may not be interested in investing in tourism,
Mugharbel mentioned that foreigners are inquiring, including
two US companies.


5. (C) When asked about his target demographic, Mugharbel
replied "Saudis make the best tourists because they spend the
most when they travel." He would like Saudis to travel within
the country especially to Jeddah for vacation instead of
Dubai or Paris. After Saudis, he would like to attract
visitors from the rest of the Gulf Cooperation Council. He
feels that by focusing on tourists from Saudi and the Gulf
there will be less problems resolving issues of culture and
environment. Once the sector is further developed,
Mugharbel also hopes to attract tourists from outside the

JEDDAH 00000458 002 OF 002


Middle East including, Asia, Europe, and the US.


6. (C) Comment: Mugharbel appears to be on the liberal side
of the Jeddawi societal spectrum, which combined with his
enthusiasm, is a positive sign for tourism development.
However, he does not recognize that even minor aspects of
tourism infrastructure such as postcards and cameras are not
easily found in Jeddah. Opening Saudi society and adapting
the cultural environment will be the hardest to accomplish as
Saudis will be slow to recognize that tourists are good for
the country. Also, the religious establishment is likely to
oppose anything that could "degrade" the Saudi populace. As
PolAsst noted, "What tourist will want to wear an abaya all
the time?" That is still the norm in Jeddah for women,
despite the fact that according to Mugharbel in Jeddah "we
have always had visitors to our area." End Comment.


7. (U) Bio note: Before being appointed Director General,
Mugharbel was the General Manager of the Marketing Board at
the Jeddah Chamber of Commerce and Industry. Aside from his
current duties, he continues to own private businesses and is
starting several new companies that will operate in the
tourism industry in areas such as advertising and operations.
He is about 50 years old, is unmarried, and has at least one
son. Mugharbel has traveled extensively in the US, Europe,
Asia, and the Middle East. He speaks excellent colloquial
English.
Gfoeller