Kuwait has laid out concrete plans to transform its tourism sector in a bid to gain an economic advantage over neighbouring countries.
The Middle East nation wants to attract at least 100,000 tourists annually through an interactive cultural project called ‘Al-Ahmadi Cultural Platform’.
The project is a key part of Kuwait’s long-term plan to dominate the tourism sector in the region and establish itself as a premier destination for cultural and urban heritage.
Kuwait is sparing no expense to get the project off the ground. The government has set aside 12 million Kuwaiti dinars for the initiative, which is expected to be operational as early as 2028.
It will create nearly 2,000 jobs for Kuwaiti workers and promises to deliver infrastructural improvements and a renewed focus on preserving Kuwaiti history.
However, Kuwait may be missing a trick by refusing to incorporate mainstream practices that would bolster its chances of attracting international tourists, especially from the United Kingdom.
The nation’s stance on pastimes, such as gambling, could be a sticking point for what it is trying to achieve in the long run.
Even if Kuwait moves on with the cultural tourism project, getting UK tourists through the door could be extremely difficult, especially with their more liberal neighbours already setting the trend.
Kuwait’s Conservative Stance is Problematic for Their Tourism Aims
It may be harsh to say Kuwait has unrealistic targets given how the country feels about certain activities, but unless it finds a work around, it will likely be playing catch up for a long time.
Travellers generally want to go where they can enjoy unrestricted access to leisure activities, including nightlife, entertainment and gambling. The latter part is where Kuwait is lagging behind.
Neighbouring countries such as the United Arab Emirates have already legalised gambling, which automatically catapults them to the top of the rankings in the race to become a tourism hub.
Not only does they entice tourists with limitless access to entertainment, but they have also opened their doors to gambling and are gearing up to launch the first-ever land-based casino in the country.
Kuwait is still dragging its feet, keen to uphold its conservative stance in a bid to abide by the cultural and religious laws of the Middle East.
That raises some serious questions about whether the target of luring 100,000 foreign tourists to the nation every year is realistic.
Kuwait will struggle to attract tourists from the UK in particular. Cultural tourism certainly has its own allure, but many British tourists prefer hubs that are more forward-thinking.
Gambling is a popular pastime in the UK, so if Kuwait is unwilling to budge on its conservative stance, it becomes a less appealing proposition.
While there are some real money online casinos in Kuwait, they are regulated by authorities in overseas jurisdictions. Land-based casinos are prohibited.
The ball is in Kuwait’s court, but the writing is on the wall. If they want to close the gap to other regional powerhouses, they must leave their comfort zone.
Stuck Between a Rock and a Hard Place
While Kuwait is pulling out all the stops to promote itself as a tourist-friendly nation, there is an ongoing trend that further highlights areas where they’re struggling.
Kuwait grew by 41.9 percent in international tourism and pocketed a mouth-watering $1.7 billion worth of total revenue from the burgeoning sector in 2019.
However, the majority of these visitors came from neighbouring Gulf Cooperation Council (GCC) countries rather than other nations.
That proves that Kuwait has a strong regional tourism base, but it will need something special to sell itself as a viable and exciting destination for visitors from the UK and elsewhere.
Kuwait’s tourism strategy has centred around preserving its heritage and educating outsiders about its culture. But they need to do more to capture the attention and interest of international travellers who expect more leisure activities, particularly gambling.
That is not to say that Kuwait’s commitment to bolstering its cultural sector and its method of promoting tourism should be swept under the rug entirely.
The country is making genuine strides in improving its infrastructure, developing attractions and creating job opportunities within the sector.
They are on the right path and could carve out a niche in the global tourism market. However, if they want to reach a wider audience, they will need to bring more to the table.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
