Controversial commitment – Tourism transactions with Saudi Arabia: Switzerland’s role – News

Saudi holidaymakers are welcome in Switzerland: they spend a lot of money. Traveling to the Gulf state would be more tricky.

According to Switzerland Tourism, a holiday guest from Saudi Arabia spends around 420 francs in Switzerland per day. Saudi tourists are welcome guests in Switzerland, probably because of their above-average budget.

We want to expand the Saudi Arabian market.

Travelers to the Gulf States are the sixth largest foreign market for Switzerland. And: “We want to expand the Saudi Arabian market,” says Martin Nydegger, director of the national marketing organization Switzerland Tourism. Saudis travel to Switzerland outside of the high season, which is also attractive.

Switzerland Tourism opened a branch in Riyadh last fall to serve the local market.

In addition, Switzerland Tourism and the Saudi Tourism Authority entered into a “partnership to strengthen the tourism sector” at the beginning of February. This, in the presence of Economics Minister Guy Parmelin, as on the Switzerland Tourism page Linkedin you can see.

Legend:

Signing of a tourism declaration of intent in Riyadh: Livio Goetz, Director of Switzerland Tourism Gulf States (GCC) and Fahd Hamidaddin, CEO of the Saudi Tourism Authority, behind: Federal Councilor Guy Parmelin, early February 2024.

Linkedin / Switzerland Tourism GCC

What’s behind it? Is it legitimate for Switzerland to expand its cooperation with a country known for its disregard for human rights?

Switzerland Tourism sees opportunities

Martin Nydegger says that a distinction is made between the Saudi regime and the population, just as Swiss politics and business do.

We see no reason why tourism should be sidelined

«We are aimed at the population. As long as Switzerland maintains diplomatic relations with Saudi Arabia, exports to the country and imports into Switzerland, we see no reason why tourism should be sidelined.

The declaration of intent is a “non-binding, symbolic document” and not a strategic partnership.

In addition, only “incoming tourism” is relevant for Switzerland Tourism and the Department of Economic Affairs, i.e. trips by Saudis to Switzerland.

Saudi Arabia is expanding tourism

The question arises as to whether official Switzerland also wants to promote travel to Saudi Arabia with the “Partnership to Strengthen the Tourism Sector”?

Saudi Arabia is becoming increasingly important for the Swiss tourism industry.

Federal Councilor Guy Parmelin’s economic department writes: With the World Exhibition in 2030 and the Football World Cup in 2034, Saudi Arabia will become the focus of tourism. “Saudi Arabia is therefore of great and growing importance for the Swiss tourism industry.”

The background is “significant economic and social reform processes” in the country. This refers to Crown Prince Mohammed bin Salman’s “Vision 2030” project, with which Saudi Arabia wants to transform its economy and reduce its dependence on the crude oil business.

Tourism researcher Monika Bandi from the University of Bern doubts whether it would make sense to promote travel to Saudi Arabia. “The question must be asked whether the Swiss in Saudi Arabia are helping to maintain the existing power system or whether the tourism franc can actually change the regime.”

Risky travel to Saudi Arabia

There is probably no great desire to travel to Saudi Arabia at the moment. Traveling there is associated with “certain risks,” warns the Federal Department of Foreign Affairs EDA.

There is a risk of acts of terrorism throughout the country. Rocket and drone fire cannot be ruled out in the border area with Yemen. Missiles and armed drones can also reach other parts of the country.