
Najran: A city of living memories
In Najran's Old City, sun-drenched alleys wind between mud-brick towers etched with delicate patterns. The buildings lean into one another like elders sharing secrets, their thick walls cool to the touch, smelling faintly of clay and ash.
At the edge of town lies Al-Ukhdood — ancient ruins unfolding in silence, trenches cut through centuries, and soot-darkened stones bearing the scars of fire. There's no ticket booth, no crowd, just wind brushing across fractured stone. This is where an infamous massacre once unfolded, a horror alluded to in the Qur'an. Now, goats graze nearby, and a boy scrolls through his phone against a wall that has seen empires rise and fall. Here, history doesn't sleep, it hums softly beneath your feet.
Further into town, the Thursday Market erupts like a drumbeat. The solemnity of the past gives way to present-day vibrance. Silver jambiya daggers flash from stalls, sticky dates glisten under the sun, and fabric bolts in electric blues and deep saffron flutter in the breeze. A vendor hands you a tiny ceramic cup filled with qishr (ginger coffee), fiery and fragrant. Its scent coils in your nose, the first sip stings your tongue, and a strange warmth begins to gather in your chest — a jolt from another time.
Al-Aan Palace in Najran. (Getty Images)
Past the market, Al-Aan Palace rises above the palm groves. Its mud towers glow gold in the late light like a dream from another age. Climbing its narrow staircase, your breath shortens. At the rooftop, it stops altogether. Below, date farms stretch like green lace. Beyond, the Tuwaiq Escarpment flames red in the sinking sun. There is awe, and there is quiet.
The road south of Najran curves, shimmering, into the desert. Follow it to Bir Hima, and you'll find 7,000-year-old carvings on basalt boulders — hunters, animals, stories too old for language — and drink thick tea under the sun, sweet and dense as syrup, and imagine those long-ago artists tracing their lives into stone.
To explore Wadi Najran, you can rent a bicycle. At first it rolls smoothly through scrub and stone, but then the asphalt ends and sand takes over. The wadi unfolds — vast, veined cliffs shimmer in the light. A shepherd leads his goats past, his voice rising briefly on the wind. The heat is heavy, the bike grows cumbersome, but the land invites you not to conquer it, only to notice.
Prehistoric petroglyphs and inscriptions of Bir Hima. (Getty Images)
Evening comes with a slow hush. The air smells of dust and dry leaves. In the distance, the sky purples, gold slips behind the horizon. Najran lingers not just in your memory, but in your senses. The sting of ginger, the hush of carved stone, the smoke of incense soaked into your shirt. This is not a city you visit. It's one you carry.
And as night folds in, Najran reveals another layer. The souk's date stalls, clay homes, and impromptu chai shops reveal not just trade but trust. You're offered water without price, tea without expectation. A stranger gestures toward his car and home — unstaged, authentic hospitality. In one such home, beneath a full moon and garden perfumed by local incense, a conversation turns to life's simplicity, peace, and the lies we often believe until we travel. There are no tours or tickets for this part of Najran.
Spend a few days. Let the place press gently into you. Wander the alleys, share the tea, smell the smoke, and listen. You'll understand why Najran is not simply visited — it's remembered.

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Arab News
an hour ago
- Arab News
Saudi Arabia taps AI and immersive tech to drive tourism growth
Saudi Arabia is ramping up the adoption of smart technologies such as artificial intelligence, augmented reality, and virtual reality across its tourism sector, aiming to redefine the visitor experience and support its broader economic diversification agenda. Experts say the integration of these technologies across flagship projects like Neom and the Red Sea Project is positioning the Kingdom as a global tourism hub at a time when the industry is recovering from the pandemic and projected to reach $11.7 trillion in economic contribution by 2025. As part of Vision 2030, the Kingdom is positioning tourism as a key non-oil growth engine. Its National Tourism Strategy targets 150 million annual visitors by 2030 and aims to raise the sector's contribution to gross domestic product from 3 percent to 10 percent. Speaking to Arab News, Nicholas Nahas, partner and tourism & hospitality global competence center lead at Arthur D. Little, said Saudi Arabia is intelligently integrating smart technologies into its tourist destinations, helping the Kingdom emerge as one of the most sought-after tourism hubs. 'In Saudi Arabia, smart tourism, while not always explicitly referenced or promoted as such across its portfolio of tourism developments, is subtly being integrated as a strategic enabler of the country's broader economic shift to diversifying its economy,' said Nahas. He added: 'It includes artificial intelligence for personalized trip planning, biometric systems to streamline travel and immigration, IoT-enabled controls in accommodations, and AR/VR to create immersive storytelling at cultural and entertainment sites.' Nahas further said that smart technologies are being planned as enablers to manage growth, enhance quality, and differentiate the visitor experience. Smart tourism refers to the use of advanced digital technologies across the tourism value chain to enhance visitor experiences, improve operations, and support sustainable destination management. The concept also aligns with the idea of a Smart Destination — a location that leverages technology and innovation to create more immersive and sustainable experiences. Julio De Salvo, Globant's chief solution officer for the Middle East and North Africa and the Asia Pacific region, echoed similar views. He said Saudi Arabia is well-positioned to become a global tourism hub, and this journey could be further accelerated by adopting smart technologies across the sector. Salvo added that some of the key drivers of smart tourism in the Kingdom include massive investments in smart infrastructure — such as AI-enhanced airports and digital visa platforms — a young, tech-savvy population, and a strong commitment to sustainability through regenerative models that prioritize environmental and cultural preservation. The Globant executive also commented on the global post-pandemic recovery of the tourism sector and said the industry is accelerating toward a projected $11.7 trillion in economic contribution by the end of 2025. 'Saudi Arabia isn't riding the wave of global tourism recovery; it's creating its own momentum, using smart tourism as a catalyst for economic diversification, innovation leadership, and long-term global relevance,' said Salvo. Creating personalized experience Salvo told Arab News that the tourism industry is witnessing a rapid shift, where digital tourism is slowly giving way to cognitive tourism — with advanced technologies used to deliver personalized services to travelers. 'In Saudi Arabia, it's no longer just about online bookings or mobile apps — it's about intelligent systems that understand, anticipate, and adapt to travelers' behavior in real-time,' said Salvo. A recent study by global consumer insights provider Toluna echoed this trend, noting that Saudi travelers are increasingly relying on smart technologies, with 87 percent using generative artificial intelligence tools like ChatGPT and Gemini to plan and manage their vacations. As part of Vision 2030, the Kingdom is positioning tourism as a key non-oil growth engine. Its National Tourism Strategy targets 150 million annual visitors by 2030 and aims to raise the sector's contribution to gross domestic product from 3 percent to 10 percent. The report further found that 46 percent of Saudi travelers use AI assistants to discover activities, while 31 percent rely on these tools to optimize their itineraries. Nahas said destinations powered by smart technologies are delivering more personalized, seamless, and immersive experiences — supporting higher satisfaction levels and encouraging repeat visitation. The Arthur D. Little official added that these technologies will also enable more sustainable operations, from energy use in hotels to mobility and waste systems in major destinations. 'Importantly, the Kingdom's flagship tourism projects — such as Neom, the Red Sea Project, Diriyah, Qiddiya, and New Murabba — are integrating smart systems as a core component of how tourism experiences are crafted, delivered, and continuously improved,' said Nahas. Neom aims to elevate the visitor experience through AI-led personalization and immersive digital engagement. The Red Sea Project similarly integrates smart infrastructure to enable seamless and sustainable guest experiences. The destination is deploying IoT sensors to monitor environmental indicators, utilities, and operational systems across its resorts and natural assets. Diriyah, while rooted in heritage, is incorporating digital heritage documentation and exploring interactive technologies to enhance cultural storytelling — aligning with broader trends in cultural tourism that use immersive tools to enrich historical engagement and visitor education. Nahas added: 'These systems could be equally used to monitor visitor needs, respond to requests, and elevate the visitor experience.' 'Plans also include autonomous electric vehicles, smart utility management, and a centralized digital platform that will allow guests to access accommodation, transportation, and experience bookings.' Salvo also emphasized the transformative role of data and AI. 'By integrating real-time data — from IoT sensors to traveler preferences and even biometric signals — we can deliver experiences that are not just personalized, but truly responsive,' said the Globant official. He added: 'This is how data becomes experience — and how destinations become intelligent, dynamic environments that adapt in real time. It's a win-win: travelers feel seen, and operators gain the insight and agility to manage resources, reduce friction, and elevate every journey.' Nahas said AI is also becoming increasingly prominent in trip planning and customer service, with chatbots offering timely support and tools generating personalized itineraries. According to the Arthur D. Little executive, service robots using AI could be deployed in budget accommodations to handle routine tasks such as cleaning and food delivery, boosting both efficiency and consistency. 'On the infrastructure side, IoT, cloud, and AI systems are being integrated into facilities to monitor and control environmental conditions in real time. This supports sustainability goals by optimizing resource use and maintaining comfort standards, particularly in large-scale developments,' said Nahas. Potential challenges Amid these promising developments, experts also highlighted challenges facing Saudi Arabia in implementing advanced technologies in its tourism sector — including localization gaps. 'Many of the most advanced solutions in areas such as AI, AR/VR, and IoT are currently developed outside the Kingdom. As Saudi Arabia integrates these tools into its tourism offering, collaboration with international partners will be important, alongside efforts to build local capabilities over time,' said Nahas. Highlighting the importance of regulation, the Arthur D. Little executive added that clear guidelines around data governance, cybersecurity, and system standards will be essential to support consistent implementation and long-term alignment with national priorities. Salvo shared similar concerns, emphasizing the need for talent development to support the growing smart tourism ecosystem. He said this requires upskilling programs and international partnerships to close expertise gaps. 'Major tech infrastructure, including nationwide 5G networks, smart airports, and cloud systems, is still rolling out, with delays in full deployment potentially hindering real-time applications like personalized AI tours and immersive experiences in mega-projects like The Red Sea and Neom,' added the Globant official. Despite these challenges, experts told Arab News that smart tourism can grow into a well-integrated part of Saudi Arabia's tourism strategy — provided there is the right coordination and policy framework. 'The pieces are steadily coming into place — with emerging tech adoption readiness jumping to nearly 75 percent in 2025 — and paint a bright future where smart tourism not only overcomes these obstacles but propels Saudi Arabia to lead in innovative, regenerative travel,' concluded Salvo.


Arab News
a day ago
- Arab News
International tourists visiting Kingdom set to reach 70% of total
Saudi tourism is competing with itself, breaking its own records every year in both the number of local and international tourists and in tourism revenues. The number of tourists reached 115.9 million in 2024, with revenues estimated at SR283 billion ($75.5 billion). Both figures represent an unprecedented leap in Saudi travel history. Foreign tourists from outside the Kingdom reached 29.7 million, spending about SR169 billion ($45 billion). Between 2016 and 2024 the number of these tourists increased by 69 percent. Saudi Arabia plans to invest about $800 billion in tourism by 2030, aiming to host 150 million visitors over the next five years, with 70 percent of them being international tourists. Evidence of its rapid progress is seen in the International Air Transport Association's Air Connectivity Index, in which the Kingdom jumped from 27th to 13th place globally. Since 2021, Saudi Arabia has been implementing its Air Connectivity Program to link its cities with 250 destinations worldwide. Remarkably, the Kingdom's tourism journey spans less than five years, making its achievements nothing short of extraordinary. In this short time, Saudi Arabia has overtaken long-established Arab tourism leaders, notably Egypt with its ancient pharaonic heritage, iconic landmarks and decades of tourism expertise. In Fitch's 2023 global tourism revenue rankings, Egypt trailed behind the Saudi giant, despite the fact that Saudi tourist visas were only introduced in 2019. According to the Passport Index, Egypt allows citizens of 119 countries to enter with or without a visa, while Saudi Arabia extends such access to only 66 countries. Yet this significant gap in visa accessibility has not stopped the Kingdom from surpassing its neighbor. Madinah has been named one of the top 100 global tourist destinations, and the enchanting city of AlUla was the first tourist destination in the Middle East accredited by the National Destination scheme. All these achievements confirm the strength of Saudi Arabia in the tourism sector, especially compared with other Arab and Middle Eastern countries. In addition to the above, hosting the 2034 World Cup is expected to have a major impact on Saudi tourism, similar to Qatar's experience with the tournament in 2022. According to a Bloomberg report, Qatar's World Cup contributed to a 58 percent year-on-year increase in tourist numbers in the country in 2023, not to mention the astronomical numbers during the tournament itself. For this reason, Saudi Arabia is currently working on marketing its tourist destinations ahead of Expo 2030 and the World Cup. Evidence of this includes hosting the first Middle East office of the World Tourism Organization in Riyadh, and signing a deal with in 2024 to publicize Saudi destinations in the Chinese, Indian and European markets. A direct result of this was the arrival of 150,000 Chinese tourists that same year, with the number expected to increase to 5 million annually in the coming years. The Saudi Tourism Authority is making significant efforts in this regard, such as opening 16 offices in major cities like London, Paris, Beijing and Shanghai. It is also marketing Saudi tourism projects using the 'Saudi Spirit' branding which was displayed in a number of cities across the world, including on a large building in New York's Times Square. Bodies attempting to correct misconceptions about the Kingdom, especially among international tourists, include the efforts of the Public Prosecution and the Ministry of Health. The Public Prosecution, for example, has established a dedicated Tourism Prosecution Office at domestic and international airports, as well as at its main headquarters. This office assists travelers who encounter legal issues, ensuring their cases are processed swiftly — making them feel valued as guests in the Kingdom. The Ministry of Health has also introduced the Mawid app, allowing tourists to book appointments at the nearest healthcare center at minimal financial cost. Tourism accounts for 10 percent of the global economy — about $11 trillion — and a similar percentage of the world's workforce, or about 300 million jobs. Saudi Arabia needs to capture a larger share of the pie and aims to break the trillion-riyal revenue barrier. It has created 200,000 jobs so far, with a target of 800,000 by 2030, and I hope it will be possible to exceed 1 million jobs before this date. These are all achievable aspirations, as the Kingdom's vision, led by its architect Crown Prince Mohammed bin Salman, knows no 'impossible,' and can lead Saudis to a world of prominence in tourism and beyond. • Dr. Bader bin Saud is a columnist for Al-Riyadh newspaper, a media and knowledge management researcher, an expert and university professor in crowd management and strategic planning, and the former deputy commander of the special forces for Hajj and Umrah in Saudi Arabia. X: @BaderbinSaud.


Arab News
a day ago
- Arab News
Runners beat the heat, savor the sights in AlUla Desert Blaze
RIYADH: AlUla Desert Blaze, an annual race, kicked off again this year on Friday with over 500 runners from various countries taking up the challenge. The event is held over two days and is open to all levels of runners, from professionals to amateurs. Four race distances — 5 km, 10 km, 21.1 km (half marathon), and 42.2 km (full marathon) — take the competitors through AlUla's dramatic landscapes, from sand dunes to historical landmarks. For 42-year-old Mohammed Dakhil, AlUla holds a special place in his heart as it is where he had his first 50 km ultramarathon trail run in 2023. 'That was the first time I ever got to experience running in the landscape of AlUla and just seeing the natural beauty of it. Any opportunity I get to come and run is something that I always look forward to, because for some reason, it's the one place that really allows me to disconnect and feel like I can really connect with myself and be present when I'm running,' he told Arab News. Dakhil will take part in the race on Saturday. The courses begin at Hegra, a UNESCO World Heritage Site, while the full marathon route passes near the Maraya building and other prominent AlUla sites. As a regular runner and chief operating officer of the gym chain N2Fitness, Dakhil is a dedicated trainer — whether endurance, strength, or functional training. For him, running is more mental than physical. 'In terms of actual marathon running, the 42 km distance, during my training, I would take the distances up to 21 km, 25 km, and so on. So that enables me to be able to do the distance comfortably,' he said. Distance runners frequently hit a mental block that hinders the body's capacity to continue under pain and pressure — this is where the 'real training' happens to prepare for such races. 'No matter how much physical training I do, to get through a marathon and to do it in a positive way, a big part of it is really more mental than people think,' Dakhil said. 'What attracts me to this is I still get to see the beautiful landscape of AlUla, but it presents a different challenge, and that challenge is that it's extremely hot. To really see how far I can go and I can withstand and continue to push through the summer heat while under the sun is a different challenge of its own. And, honestly, that's something that I love doing. I just love pushing myself to the limit.' Saudi Arabia launched its first official marathon in 2022 and is committed to expanding the fitness scene, so it comes as no surprise that the annual marathon attracts international participation. 'I feel very proud every year as a Saudi to see these events being hosted in Saudi and to see, year over year, how the community grows, and the amount of people that come to these events grows,' Dakhil said. 'We notice it. And the best part about it is that you see people from all around the world, and it really makes us proud.' The race takes place in the same month as Dakhil's birthday — an opportunity he takes to celebrate the occasion and achieve a new goal. Lebanese American competitor Ali Younes also shares a birthday in August. The run is partly a celebration, but also a chance to give back to the place where his running journey began. Younes started taking running more seriously when he moved to the Kingdom a year ago and joined the running community We Run. 'Everybody that comes to this group, sometimes (starting) from scratch, has found their way and path to develop, and they found the support from the coaches and even from the running mates,' he said. Younes has lived in several countries due to his job in the UN, but said that 'I haven't seen such a supportive community in any other place.' He spent four months preparing for the race, and also plans to run the Chicago Marathon in October. Younes, who trains with the We Run group and his personal coach Hadeel Ashour, said that running is also 'about nutrition, hydrating your body, sleeping well, and mental toughness.' He added: 'Running is always easy to do. If you want to run, run a 1 km, but if you really want to experience life with all its ups and downs and challenges, you need to run a marathon.' While the summer heat might discourage some, especially in the midst of the desert, the runners said that the challenge will only add to the satisfaction of finishing their races. Aghiad Massarani, who also began running two years ago after joining We Run, has been training for the past six weeks for AlUla Desert Blaze. 'I've done a mix of speed sessions, long runs, and heat runs. I even did a couple of afternoon runs to help my body adapt to the climate,' he said. The race takes place amid AlUla's diverse natural landscapes, offering participants an exceptional sporting experience in a destination that celebrates the beauty of nature and the spirit of community and adventure. The race is considered one of the key events in the AlUla Moments calendar activities held throughout the year, allowing visitors and participants the opportunity to explore the rich natural and historical landmarks of the region.