In 2023, with global tourism increasing rapidly and several governments realigning their focus on promoting and enhancing tourist traffic, travellers were presented with an opportunity to witness new trends in the face of growing climate change issues and technological advancement. Among the countries adapting to a changing stance, the Kingdom of Saudi Arabia was undergoing a drastic economic transformation when it decided to advance a new “green” approach, promote sustainability, and combat climate change. As a part of its revamped agenda, the Kingdom of Saudi Arabia initiated various projects focused on hospitality and environmental conservation as it aspired to make its tourism sector eco-friendly. How could the Kingdom of Saudi Arabia ensure that its efforts would solidify its image as a preferred green tourism destination?
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