The media shape public opinions. This is why the art of influencing people has been commercialized today in the form of image building and public relations management. The Dale Carnegies and Philip Kotlers of the world are winning friends and marketing products by exploiting the inherent weakness of human beings for populist notions. From the marketing of a needle to the image building of a country, it is this exploitation theory which comes into play. Places like Dubai, which lack natural resources to survive, have benefited from this theory and have projected themselves as tourist destinations and business hubs. But unfortunately, Saudi Arabia, which has so much to offer to tourists besides Islam's two holiest sites, is known to the outside world only as the world's top oil producer. It was this perception that Prince Sultan Bin Salman wanted to change when he formed the Saudi Commission for Tourism and Antiquities (SCTA) in 2000. And his efforts have borne fruits: Spending on domestic tourism increased by 13.5 percent last year to about SR 84.5 billion from 2010, according to SCTA data. According to published reports, the number of domestic tourists reached 24 million last year. “Saudi Arabia is a very large market for tourism. When we started it, there were little over 60,000 hotel rooms, and now these are in excess of 200,000,” Prince Sultan Bin Salman was quoted as saying during the inauguration of SCTA pavilion at the 9th edition of the Arabian Travel Market in Dubai recently. “Saudi tourism deserves to be a regional leader for the distinguished potentials it has, including its citizens, antiquities, and the architectural heritage,” he said. The Kingdom, no doubt, has huge tourism potential, given the fact that it is endowed with natural beauty and historical sites that date back to pre-Islamic times. There are places in Saudi Arabia like Qarah Mountain in the village of the same name which are cool enough to spend the summer in comfort. Geographically, Saudi Arabia is a huge country – almost the size of the whole of Western Europe. Its terrain varies from barren gravel plains to mountains and valleys to natural streams. The Kingdom has also taken initiatives to promote and develop ecotourism. In Hail, authorities are building Musma Park, the largest environmental tourism park in the Middle East. The initiative is not only limited to the government, but even citizens have taken a pro-active role in promoting ecotourism. As we write this, 11 Saudi women are scaling the heights of Mount Everest in Nepal to create awareness against breast cancer in a campaign that is tagged with ecotourism. Saudi Arabia is also a great destination for marine tourism, as the Red Sea has been rated as the top ten diving destinations in the world. The Kingdom has the longest coastline on the Red Sea. But unfortunately many residents – Saudis and expatriates – are still not even aware of many tourist sites in the Kingdom. How many are aware of the breathtaking interiors of the 26-foot-deep Shiprock Cave near Jubail or the buried city of Thaj? How many residents have visited the ancient town of Al-Uyaynah in Tabuk? Madain Saleh can be to Saudi Arabia what Petra is to Jordan. The standing stones of Rajajil near Al-Jouf can be marketed as the Stonehenge of Saudi Arabia. __
