The rise of the young Arab traveller

Tourism in the Middle East is making a change for the better. Although many countries are still recovering from political turmoil, the opportunities are endless. With its world-class combination of cultural and natural attractions, the region holds a powerful allure for tourists. The nature of tourists is also changing, with roughly 800 million individuals in the Middle East between the ages of 15-29 years of age, the region is witnessing the rise of the young Arab traveller.

The potential for territories across the region to make tourism an important source of their country’s revenue and growth is very high. According to The World Bank, “in 2011, the tourism industry contributed an estimated $107.3 billion, representing 4.5 per cent of the region’s Gross Domestic Product, and accounted for 4.5 million jobs, almost seven per cent of total employment“. Since 2011, we all know that the tourism market has suffered due to the Arab Spring, and all that it entails in the fall-out, but as markets begin to recover and the countries affected find political stability, the opportunity to become even more successful than before arises.

Tourism can provide a great source of revenue for local communities; by opening up the market, countries are starting to see a new traveller enter their radars — the young, affluent, Arab traveller, who is eager to get out and see the world. Places like Dubai attract visitors who are looking for a cosmopolitan city with a bustling nightlife, yet destinations such as Egypt, Jordan and other Middle Eastern countries are still attracting huge numbers of visitors, keen to learn more about history and heritage. Like many other sectors, tourism has also suffered as a result of the ongoing political and economic instability in the Middle East and Europe, many individuals and families have had to re-evaluate their expenditure, often cutting back on the luxury of leisure travel.

Critically, the Middle Eastern destinations looking to attract the new generation of Arab traveller must develop strategies which encompass investing in, and promoting, a full spectrum of ecological, historical, and religious assets, moving away from the generic “sun, sand, and sea” approach, that many countries in the region have adopted, toward offering more authentic experiences that intersperse beaches with historical sites, culinary and artistic offerings, and natural wonders. They are looking for value-added services that accurately meet their demands, which will eventually help attract higher-value tourists and foster repeat visitors. Governments need to also support this approach with strategic investments in infrastructure, and a regulatory environment that promotes innovation and helps ensure revenues generated go to benefit local communities. This process also helps countries provide more employment options to a growing population of young Arabs who are looking for opportunities.

Promoting employment of youth in the region’s tourism sector should remain an important policy goal. Given the variety of jobs that tourism creates across skills levels — from facilities maintenance to curators, architects, and city managers — the sector has an ability to promote economic development in rural communities at the local level, and also to employ youth in the grass-roots positions in the region.

While challenges remain in the region’s tourism sector, attention to customer needs by the private and public sectors offers a unique set of winning propositions, including job creation, community empowerment, and stability and regional integration during challenging economic and political times. Leaders understand the potential of what tourism can do for their economies, as well as the cultural benefits it may have on their growing young populations. There is a new type of tourist who is eager to see what the world has to offer, and as visa restrictions ease and travel becomes more accessible financially, the young Arab traveller will begin to make their rounds all across the region, and beyond.

Mark Willis is Area Vice President, Carlson Rezidor Hotel Group