With the world preparing to relax restrictions on international travel, one destination above all others is on the lips of every adventurous traveler: the ever-surprising Kingdom of Saudi Arabia. Since the government introduced a online visa process last year, thousands of visitors have seized the opportunity to explore the treasures of one of the last unexplored corners of the planet.
As the country joins the global travel marketplace, a new generation of articulate and adventurous Saudi influencers is inspiring foreign travelers with images of the countless cultural and natural wonders of their homeland, from the magnificent sand dunes of the Empty Quarter to the stunning ancient ruins of Al Ula.
Reflecting the dramatic changes that Saudi Arabia is experiencing, many of these new social media stars are young women who are using their brands to build fast-growing businesses in the country’s burgeoning travel industry.
Traveler, Instagram influencer, and entrepreneur Hessah Alajaji is one of the new faces of tourism in Saudi Arabia. As the Kingdom launches an online visa program and extends a warm welcome to international visitors, she is helping foreigners explore the secrets and mysteries of this most diverse and fascinating of destinations.
“I started out on Instagram as an enthusiastic amateur, but now I run my own travel agency that takes domestic and international visitors on expeditions all over Saudi Arabia,” says Hessah Alajaji, a pioneering adventure traveler who has amassed around 40,000 followers on Instagram.
Alajaji, 34, initially shared pictures of her travels only with family members and acquaintances. Encouraged by friends to make her profile public, she soon became one of the Kingdom’s most prominent influencers, sharing travel tips and recommendations for all corners of this most diverse, safe, and hospitable of Middle Eastern countries.
“There are 13 regions in Saudi Arabia and they all have totally different cultures, traditions, climates, and cuisine,” she says. “Whether you want to hike in the mountains, swim in the sea, or camp in a desert landscape, Saudi Arabia can offer you a truly unique experience.
“Saudi Arabia is a beautiful country to explore, with a long tradition of hospitality and a huge variety of cultures and heritage to discover.”
Hessah Alajaji, Saudi influencer
“My ambition is to help travelers discover the heritage of this unexplored country for themselves. We are a generous and welcoming people and we want to share our traditions with visitors from around the world. Saudi Arabia has been a secret for too long.”
Q&A with adventure traveler Hessah Alajaji
When did you first develop a passion for traveling?
My family were always keen travelers and my parents were very interested in different cultures, food, arts, and crafts. They influenced me at an early age. When I grew up, I started to travel to exotic destinations with friends and post online about my experiences. Now I prefer to stay in Saudi Arabia. There is so much to explore here and everything is just a short drive or flight away. For a mini-break on the beach or in the mountains, Saudi is the perfect place.
What makes Saudi Arabia such a special place to travel?
Firstly, there is so much cultural and natural variety here. I cannot think of a country of our size that has so many different landscapes and traditions and so much cultural heritage. And secondly, it is all untouched. Because we are a relative latecomer to the travel market, our UNESCO heritage sites and historical landmarks are unspoiled. Unlike other places, they have not been affected by decades of overtourism.
How do you showcase Saudi traditions to visitors?
I am passionate about Saudi arts and crafts, such as beading, netting, palm weaving, embroidery, ceramics, and jewelry making. There are unique traditions all over our country—in the north we make cosmetics from olives and in the south we make them from roses.
In my experience, foreigners know very little about our cultural heritage. I want to help change that. For me, travel is not about taking pictures of tourist sites and going home. It is about getting to know the locals and about supporting traditional artisans and craftspeople.
How will the growth of tourism change Saudi Arabia?
Tourism is going to be a major source of income for Saudi Arabia, reducing our dependence on oil. There will be new jobs, new businesses, and new opportunities for investment. I am very excited by all the changes that are happening and by the speed of change.
Tourism will also help change the outside perception of Saudi Arabia. If people discover what Saudi Arabia is really like, rather than what the media tells them, then they will be amazed by our diversity, our generosity, and our hospitality. The image of Saudi Arabia will change forever
As published in FORTUNE magazine
