Saudi Arabia Revives Historic Jeddah to Boost Tourism

Saudi Arabia’s Vision 2030 fuels the stunning revival of Jeddah’s historic old town, Al-Balad, transforming the Red Sea port into a vibrant cultural tourism hub. Discover how heritage restoration and modern tourism converge in this UNESCO World Heritage site.

Saudi Arabia’s Bold Revival of Jeddah’s Old Town: Breathing Life into Al-Balad

A New Spotlight on an Ancient Gem

When Formula One champion Lewis Hamilton and pop icon Jennifer Lopez landed in Saudi Arabia for the Grand Prix at Jeddah, the buzz was all about the high-speed spectacle. Yet, for many visitors, the real discovery wasn’t the race — it was the quiet allure of Jeddah’s historic heart, Al-Balad.

Nestled along the Red Sea, Jeddah is often portrayed as the kingdom’s commercial powerhouse, a bustling modern city where skyscrapers line the skyline. But tucked away from the sleek highways and luxury hotels is a place where time seems to slow down — the old town, where coral stone buildings and ornately carved wooden balconies tell stories of centuries past.

Once neglected and overshadowed by the city’s rapid modernization, Al-Balad has now reclaimed its place on the cultural map, thanks to Saudi Arabia’s sweeping Vision 2030 strategy aimed at diversifying its economy beyond oil dependency. And as the spotlight shifts toward heritage tourism, Jeddah’s ancient streets are once again filled with life, color, and history.

The Soul of Jeddah: What Makes Al-Balad Unique

Al-Balad, which translates simply to “The Town,” is more than just an old district — it’s a living chronicle of Saudi Arabia’s trading past. The district’s signature wooden Roshan balconies, painted in earthy browns and blues, echo the hues of the desert sands and the adjacent Red Sea. This blend of architecture is not accidental; it reflects Jeddah’s historical role as a maritime hub connecting Africa, Asia, and the Middle East.

UNESCO recognized Al-Balad as a World Heritage site in 2014, praising it as “the only surviving urban ensemble of the Red Sea.” Here, coral stone tower houses stand proudly alongside some of the world’s oldest mosques, dating back to the era when the third Caliph, Uthman bin Affan, designated Jeddah as the official port of Mecca.

The streets of Al-Balad are lined with souks, cafés, and artisan shops — many of which have been revitalized as part of the government’s restoration efforts. These aren’t just tourist traps; they are authentic spaces where local craftspeople and entrepreneurs share their heritage with visitors from around the globe.

Vision 2030: Turning Heritage into Opportunity

Saudi Arabia’s Vision 2030, spearheaded by Crown Prince Mohammed bin Salman, seeks to reimagine the kingdom’s future through economic diversification. While oil has long been the backbone of Saudi revenue, the government has set ambitious goals to generate 10% of its GDP from tourism by 2030. Central to this plan is the revival of cultural and historical sites like Al-Balad.

The restoration of approximately 650 historic buildings within the district is a key part of this initiative. These efforts not only preserve architectural integrity but also foster the growth of small businesses, local artisans, and service providers who are integral to the tourism ecosystem.

“The revitalization of Al-Balad is about more than just preserving buildings. It’s about bringing back the spirit of the place and giving local communities a stake in its future,” explained Dr. Hatoon Al-Fassi, a historian specializing in Saudi cultural heritage.

Voices from the Heart of Al-Balad

For residents and local entrepreneurs, the transformation of Al-Balad has been nothing short of personal. Fadil Zahir, 57, who was born and raised in the old town, now operates a coffee shop within its winding streets.

“Tourists and visitors are coming to Al-Balad in great numbers,” Zahir shared with pride. “But what’s even more beautiful is that they are interested in learning about our history, not just taking pictures.”

Ahmed Alkhanbashi, a 62-year-old general manager at a local business bureau, echoed similar sentiments. “When people talk about change, I see it as a return to our roots. The way Al-Balad feels today reminds me of what I saw four decades ago — it’s like stepping back into the best parts of our past.”

Global Travelers Discover Jeddah’s Charm

Rossella, a tourist from Milan, expressed her surprise at the beauty of Al-Balad during her first visit to Saudi Arabia. “The old city has this peaceful, timeless quality. The architecture, with its earthy tones and wooden facades, feels so different from anything I’ve seen elsewhere,” she remarked.

Such testimonials are increasingly common as Saudi Arabia opens its doors to international tourism. In 2019, the kingdom introduced tourist visas for the first time, a historic move that marked a major shift in its approach to global visitors. Since then, over 27 million tourists have visited Saudi Arabia, according to the Ministry of Tourism’s latest reports — a clear sign that the kingdom’s tourism ambitions are taking shape.

Beyond Formula One: A Broader Cultural Agenda

While high-profile events like the Jeddah Grand Prix and music concerts grab global headlines, they are just one part of Saudi Arabia’s broader cultural strategy. The government has launched several cultural festivals, art exhibitions, and culinary showcases to position the kingdom as a destination not only for leisure but also for immersive cultural experiences.

The Red Sea Film Festival, held annually in Jeddah, is one such example where modern creativity meets ancient heritage. Hosted near Al-Balad, the festival draws filmmakers, critics, and audiences from across the world, offering yet another reason to explore the city’s rich cultural landscape.

Preserving the Past, Inspiring the Future

Restoring Al-Balad isn’t merely about aesthetics or tourism revenue — it’s also about identity. As the kingdom grapples with modernity, there’s a growing recognition that its heritage sites hold the keys to national pride and global recognition.

“Cultural heritage connects people to their roots while allowing them to engage with the wider world,” noted Dr. Sami Angawi, an architect and cultural preservationist. “The success of Al-Balad’s revival shows that when history is honored, it becomes a bridge between generations.”

A Story Still Being Written

The story of Al-Balad’s revival is far from over. Each restored building, each reopened souk, and each tourist drawn into the labyrinth of Jeddah’s old town adds another chapter to its ongoing narrative. In a country racing toward modernization, the gentle pace of Al-Balad serves as a reminder that progress doesn’t always mean leaving the past behind.

For travelers seeking more than just fast cars and luxury hotels, Jeddah’s old town offers a different kind of thrill — one found in history, culture, and human connection.

As Saudi Arabia continues to unlock its doors to the world, Al-Balad stands as a testament to what happens when ambition meets authenticity.

Source:  (Reuters)

Disclaimer:  This article is intended for informational purposes only. Tourism policies, visa regulations, and restoration efforts may evolve. Readers are encouraged to consult official Saudi tourism sources or local authorities for the latest updates.

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