In the heart of Saudi Arabia, the ancient town of Al Balad stands as a testament to the Kingdom’s ambitious bid to become a cultural and tourism powerhouse in the Middle East.
Once a thriving port on the Red Sea, Al Balad has witnessed centuries of change, serving as a crucial hub for trade and pilgrimage to Mecca.
Today, the area’s restoration is breathing new life into Saudi Arabia’s tourism sector, positioning Al Balad as a must-visit destination for global travellers and pilgrims alike.
According to the Saudi Ministry of Tourism, Al Balad, a Unesco World Heritage site since 2014, is not merely a relic of the past. It is a vibrant and evolving cultural destination, where the Kingdom’s rich history blends seamlessly with modern ambitions.
The town’s distinctive Hijazi architecture, with its coral-stone buildings and intricately carved wooden balconies, tells the story of centuries gone by, while new initiatives are setting the stage for a dynamic future.
Saudi Arabia’s Ministry of Culture has spearheaded efforts to revitalize Al Balad, ensuring its legacy is preserved while transforming it into a hub for art, culture and tourism.
Visitors from across the globe, among whom were pilgrims, locals and foreign tourists, explored the town’s historic streets and marvelled at the juxtaposition of old-world charm and contemporary energy.
"It’s a place where history and modernity live in harmony. You can feel the legacy of this place with every step, but there’s also this new energy that makes it feel alive," a tourist said.
Indonesian tourists Rizal and Siti echoed similar sentiments, praising the welcoming atmosphere. "Al Balad isn’t just a place to see; it’s a place to experience. The beauty of the architecture, the warmth of the people — it’s truly special," Siti remarked.
Meanwhile, a Bangladeshi family, the Rahmans, felt an emotional connection to the spiritual heritage of the town.
"Walking in the footsteps of pilgrims who have passed through here for centuries gives you a sense of being part of something greater," said Jamil. "It’s a reminder of the deep roots this place has in both religion and history."
The Al-Fahad family, native Saudis, also expressed pride in the town’s transformation.
Faisal, from the family, noted: "It’s inspiring to see Al Balad being reborn. It’s not just about preserving the past; it’s about making this heritage relevant for future generations."
His wife Nora added: "We are proud to share this story with the world — it’s a perfect blend of history and culture, and it’s all here for the world to see."
As the Kingdom moves toward its Vision 2030 goal of becoming a global tourism leader, Al Balad is at the forefront of these efforts.
Saudi Arabia’s minister of tourism has made clear that both pilgrims and travellers should take time to explore the ancient heritage, vibrant traditions and spiritual landmarks spread across the country.
According to the Saudi cultural ministry’s latest data, in 2024, Al Balad welcomed over 2.5 million visitors — a significant achievement for the country’s tourism sector. But with an ambitious goal to attract 150 million visitors by 2030, there is a clear plan in place to ensure Al Balad’s continued growth as a cultural destination.
The recent establishment of the Al Balad Development Company (BDC) by the Public Investment Fund (PIF) in October 2023 signals a major push toward revitalizing the area.
This expansive development plan includes the restoration of 650 historic buildings, the revival of five traditional markets and the preservation of 36 mosques — all of which will contribute to Al Balad’s renaissance.
The plan also incorporates 9,300 residential units, 1,800 hotel rooms, and millions of square metres dedicated to commercial and office spaces, ensuring that the area remains not only a cultural hub but also a thriving economic centre.
Emad M Kashmiri, a local tour guide, emphasized the importance of these cultural spaces.
"Al Balad is a canvas for artists, creatives and those seeking inspiration. It’s not just about tourism — it’s about immersing oneself in a cultural journey," he said. "It’s a space where art, history and modernity coalesce, and that’s what makes it so exciting."
For Saudi Arabia, the revitalization of Al Balad is just one part of a larger strategy to boost the tourism sector and support the Vision 2030 agenda. As the Kingdom works to position itself as a global tourism destination, Al Balad stands as a shining example of how cultural preservation and innovation can come together to create an experience that appeals to both pilgrims and global travellers alike.
