UN Tourism Director Basmah Al-Mayman on Enhancing Spain-Middle East Tourism Collaboration as an Arab Woman Leader
In the majestic Royal Hall of the Historical Palace of Madrid, Spanish Arab Magazine had the honor of interviewing Ms. Basmah Al-Mayman, UN Tourism Regional Director for the Middle East. This meeting took place in an atmosphere of elegance and tradition, highlighting the historical and cultural significance of tourism collaboration between Spain and the Middle East.
Ms. Al-Mayman, in her crucial role within the UN, shared her vision on the potential for increased cooperation between these two vibrant regions. With the Middle East leading global tourism recovery and Spain solidifying its position as a top international destination, the discussion centered on how these areas can leverage their rich cultural heritage and attractive tourism offerings to foster mutually beneficial collaboration.
During the interview, key topics such as promoting bidirectional tourism, adapting strategies to meet the preferences of both markets, and initiatives to enhance cultural understanding through tourism were addressed. Ms. Al-Mayman emphasized the importance of events like tourism fairs and roadshows, as well as the need for accessible infrastructure and air connectivity to boost visitor flow between Spain and the Middle East.
The conversation also explored the similarities and differences in tourist preferences between the two regions, highlighting how Spain’s cultural richness and diverse offerings can attract Middle Eastern travelers, and how the Middle East can offer unique experiences to Spanish tourists.
This dialogue not only underscores the potential for growth in tourism collaboration but also highlights the fundamental role of tourism in promoting cultural understanding and creating economic opportunities. Ms. Al-Mayman’s shared vision reinforces the importance of strengthening relationships between Spain and the Middle East to create unforgettable and enriching experiences for travelers from both regions.
How do you view the potential for collaboration in the tourism sector between Spain and the Middle East, and what measures are you taking to promote this collaboration?
According to our latest edition of the UN Tourism Barometer (January 2024), the Middle East continues to lead the recovery with the strongest performance (122%) among global regions and was the first region in the world to recover from pre-pandemic figures.
To date, the Middle East remains the only region in the world to surpass 2019 levels during this period, while Spain, a top tourist destination has been at the forefront of international efforts to restore mobility and drive recovery.
Spain and Middle Eastern countries are captivating destinations with a rich cultural heritage. They offer a unique blend of history, art, and natural beauty that attract travellers from both markets, as they provide a variety of experiences that appeal to different travel interests. Additionally, the gastronomy can also entice visitors seeking culinary delights.
Accessibility and the transportation infrastructure makes it easier for tourists to explore these destinations. The presence of direct flights and convenient connections from major Middle Eastern cities has contributed to the increasing number of visitors from the region.
Factors such as good weather, family-friendly environments, and cultural resonance, including the great Arab legacy attract Middle Eastern travellers to Spain.
Looking ahead to 2024, Spain and Middle East countries should further consolidate their partnerships through marketing campaigns, strategic alliances and multiple events.
In line with this, Spain Tourism recently concluded a successful roadshow across Saudi Arabia, Kuwait, and the UAE, showcasing various regions and offerings of Spain to travel trade partners. The event facilitated networking and collaboration opportunities, emphasizing Spain’s commitment to providing unforgettable experiences for the Middle Eastern travellers.
There is a huge potential for collaboration between Spain and Middle Eastern countries in the field of tourism, and I believe that Spain and Middle Eastern countries, not only the GCC, need to continue their cooperation to enhance cross-regional partnership in the field of tourism, mainly through strong leadership and coordination to bring governments and private sector partners together to deepen their collaboration.
What are the main differences and similarities you have observed in tourist preferences between Spain and the Middle East, and how are you adapting your strategy to meet the needs of both markets?
Both the Middle East countries and Spain are filled with natural beauty, rich history and moodiverse cultures. Moreover, they share some common touristic products, especially Sun & Sea, culture/history, wellness, etc.
Spain holds an aspirational holiday destination status among Middle Eastern nationals. It is seen as a prestigious destination, very ‘advanced’ and very well-organized for tourism.
Spain is well perceived by potential visitors for its variety of things to see and do (scenic beauty, history, culture, entertainment), different kinds of holiday experiences, quality of tourist facilities and infrastructure and overall image as a top-class holiday destination, and these are Europe’s main marketing strengths.
Spain has a long-standing and historical relations which started from the Arabian Peninsula and extended to the rest of the Arab world. Today, I am happy – as the UN Tourism Regional Director for the Middle East – to witness that Spain also has exceptional relations with many countries from the region, especially Gulf-GCC countries, in addition to Egypt and Jordan, in several fields, including tourism, economy, antiquities and culture.
There is also a legacy, up to date, which may be seen in the built heritage, Spain is known of, besides music, food and most importantly the Spanish language itself which has a large number of vocabulary with Arabic etymology.
Throughout Andalusia, Valencia, or Toledo there is no clear-cut line between Spanish and Arabic architecture. The two cultures and their stylistic differences exist side by side.
Additionally, Spain is seen as a destination that offers good (cool, cold) weather, an attractive contrast to the hot weather in the Middle East. The ease of accessibility, wide availability of holiday travel xii The Middle East Outbound Travel Market packages to Europe, and the ability to visit multiple destinations within Europe are other perceived strengths among potential visitors.
On the other hand, the Middle East can offer to the Spanish tourist’s rich experiences of various kinds ranging from culture, gastronomy nature & history enabling them to develop the knowledge on the destinations and provide clients from Spain with the opportunity to source products to enhance their holiday offerings for the winter season and beyond.
We all agree that tourism plays a vital role in the Middle East and Spain’s economy, contributing significantly to its growth and development. With its rich cultural heritage and tourism assets and attractions, both the Middle East countries and Spain are well-positioned to drive economic growth and create new opportunities.
For this, I believe we should bring together stakeholders from the public and private sectors to explore ways and means for promoting cross-regional tourism between Spain and the Middle East.
What specific opportunities do you see to promote bi-directional tourism between Spain and Middle Eastern countries, and how are you working to capitalize on these opportunities?
As I said before, there is enormous potential for both Spain and the Middle East to collaborate and we encourage the strengthening of relations between both sides.
I believe that Tourism Fairs like Fitur (Spain), ATM (Dubai), etc … are a great opportunity to exchange the overviews on how to encourage outbound tourism in both sides. And actually, the Regional Department for the Middle East in UN Tourism supports the participation of the Middle East countries in these tourism fairs.
The collaboration between Spanish partners and travel trade professionals from the Middle East marks a significant step forward in promoting cross-cultural exchanges and fostering mutual growth within the tourism industry.
Air connectivity with direct flights from Madrid to Middle East destinations and visa facilitations are key to increase the outbound tourism in Spain and the Middle East.
Familiarization trips for tour operators and press representatives, conducted by some of the Middle East countries, are an important element in attracting tourists from the Spanish market, which has proven to be highly effective in increasing awareness of Middle East destinations in this market.
Roadshows including meetings with representatives from tourism private sector, the aviation sector and investors specialized in tourism and real estate, institutional meetings between Middle East and Spanish Stakeholders can reinforce the touristic flows from both sides.
Actually, Spain experienced a record year for tourism from the GCC region in 2023, with a 33% increase compared to 2022 and a 56% increase compared to 2019. These numbers were recently published by the National Statistic Authority of Spain.
Saudi Arabia was a prime example of this growth, with more than 100% increase from 2019 to 23 and a 92% increase compared to 2022. The total number of Saudi tourists surged to 182,000, surpassing UAE as the main GCC market for Spain. The United Arab Emirates, Qatar and Kuwait also followed this growth trend.
The total number of GCC residents visiting Spain in 2023 reached 434,000, with an average stay of 8.6 days and a notable increase in expenditure.
In line with this, Spain Tourism recently concluded a successful roadshow across Saudi Arabia, Kuwait, and the UAE, showcasing various regions and offerings of Spain to travel trade partners. The event facilitated networking and collaboration opportunities, emphasising Spain’s commitment to providing unforgettable experiences for Middle Eastern travellers.
The collaboration between Spanish partners and travel trade professionals from the Middle East marks a significant step forward in promoting cross-cultural exchanges and fostering mutual growth within the tourism industry.
Additionally, Spain Tourism organised this February 10 its first Polo tournament, bringing together travel trade professionals and polo enthusiasts in a relaxed networking environment. The event highlighted the elegance and premium aspects of Spanish culture, including equestrian activities, sports and experiences contributing to the promotion of Spain as a diverse and attractive destination.
What initiatives are you leading to promote cultural understanding and exchange between Spain and the Middle East through tourism, and what has been the response so far?
The UN Tourism Framework Convention on Tourism Ethics states that Tourism policies and activities should be conducted with respect for the artistic, archaeological and cultural heritage, which they should protect and pass on to future generations; particular care should be devoted to preserving monuments, worship sites, archaeological and historic sites, as well as upgrading museums which must be widely open and accessible to tourism visits.
The convergence between tourism and culture, and the increasing interest of visitors in cultural experiences bring unique opportunities but also complex challenges for the tourism sector.
It is worth noting that cultural exchange plays a vital role in fostering understanding and breaking down barriers between people from different backgrounds. It provides an opportunity for individuals to learn about and appreciate the diversity of cultures that exist in the world. By engaging in inclusive tourism ventures that promote cultural exchange between Spain and the Middle East countries, we can create a more inclusive and harmonious society.
No doubt that cultural exchange has the power to promote tolerance and empathy by exposing individuals to different ways of thinking and living. When people have the opportunity to interact with individuals from diverse backgrounds, they develop a greater understanding of different perspectives and are more likely to embrace and celebrate diversity. For instance, through my role as the UN Tourism Regional Director for the Middle East, attending cultural festivals or events in Spain, or any other country, is enabling to witness and understand the traditions and appreciate the values and beliefs of the host culture.
Through the UN Tourism statutory meetings and other related activities and events taking place in one of the Member States in the Middle East Region, always there is a representation by a Spanish delegation. I would like to mention here for example; the recent World Tourism Day 2023 that took place in Riyadh, Kingdom of Saudi Arabia, the 116th UN Tourism Executive Council in Jeddah, Kingdom of Saudi Arabia, the Upcoming 9th UN Tourism World Gastronomy Forum in Bahrain. All these events and similar events taking place in the region’s countries, are usually accompanied by social events aiming at highlighting the cultural assets of the country which is highly applauded by the participants.
