Al Hasa Agri-tourism Destination and Product Assessment
Saudi Public Investment Fund
August 2019 - March 2021
Objective 1: To assess the tourism landscape in Al Ahsa, identifying key assets, opportunities, and challenges to enhance its position as a cultural, heritage, and agritourism destination. The assignment aimed to evaluate tourism infrastructure, visitor trends, stakeholder roles, and product development potential, providing strategic recommendations for sustainable tourism growth and experience enhancement.
Objective 2: To assess the potential for agritourism development in Al Ahsa by evaluating 41 farms, identifying tourism opportunities, infrastructure needs, and market viability. The assignment aimed to map existing services, analyze visitor potential, engage stakeholders, and propose strategic interventions to enhance farm-based tourism experiences. Additionally, the assessment sought to provide actionable recommendations for capacity-building, investment, and marketing strategies to position Al Ahsa as a leading agritourism destination.
Key Activities:
Conducted a comprehensive tourism assessment, mapping Al Ahsa’s natural, cultural, historical, and agricultural assets.
Analyzed visitor trends and tourist profiles, assessing demographics, spending behavior, and market demand.
Evaluated existing tourism infrastructure, including accommodation, transportation, tour operators, and visitor services.
Mapped key stakeholders, including government entities, tourism associations, local businesses, and community groups.
Assessed the potential for agritourism development, identifying opportunities for farm-based experiences, interactive activities, and value chain integration.
Identified challenges affecting tourism growth, such as transportation limitations, regulatory gaps, lack of international promotion, and gender-related considerations.
Developed strategic recommendations to enhance the visitor experience, product development, and community engagement.
Proposed infrastructure and service improvements, such as signage, multilingual materials, guided tours, and accessibility enhancements.
Assessed 41 farms in Al Ahsa to evaluate their agritourism potential, mapping tourism and hospitality services, including accommodation, tours, retail, and event hosting.
Evaluated investment potential, estimating development costs, business models, and financing options for agritourism expansion.
Developed product recommendations, including farm-based accommodations, interactive experiences, crop harvesting, and cultural workshops.
Outlined capacity-building needs, proposing training programs for farmers on hospitality, marketing, and sustainable tourism management.
Proposed innovative marketing strategies