GlobalData, an analytics and data company, has revealed in a report titled Tourism ‘Source Market Insights: Gulf Cooperation Council’ that travellers from Saudi Arabia are leading the outbound family travel within the GCC.
Commenting on the data, GlobalData travel analyst Konstantina Boutsioukou said: “Family trips dominate outbound travel from the GCC. For instance, in Saudi Arabia family travel accounts for 73.1 per cent of international departures, a fact that highlights the great opportunities for businesses willing to target this cohort.”
The GCC population accounts for only 12.6% of the Middle East but make up 64.2% of the total international departures from the region which highlights the importance of the GCC as a global source market, the statement explained.
According to the data, Bahrain, the UAE and Jordan are the three most visited destinations and Saudi travellers usually travel within the Middle East. Jordan, the statement said, is using the data to tap the potential.
“Visits to historical heritage sites such as Petra, Wadi Rum and the Gulf of Aqaba add an educational aspect to trips. Families can combine a cultural trip with a sun and beach holiday where they can relax in the seaside resorts of the Red Sea and enjoy the area’s nature and milder climate. The political stability and security, as well as the shared language, religion and values, have also played an important role in the popularity of Jordan among Saudis,” Boutsioukou said.
For businesses looking to target the GCC residents, focusing on religion and lifestyle is an important thing to note while catering for them.
“Hoteliers, tour operators and food service businesses can provide prayer mats and the direction of Qibla (prayer direction) as well as include halal food and special buffets during Ramadan and not offer alcohol,” Boutsioukou added.
“Furthermore, respecting the desire of travellers to be physically close to their family members, even if this means staying on the same floor or in adjacent rooms in a hotel, businesses can ensure that they are creating a friendly and accepting environment that will make their visitors feel at ease, despite substantial differences in culture and social norms,” she said.
