Introduction:

To confirm the social role of SCTA for developing the Saudi local communities, through educating them to reach a precise and clear concept regarding importance of tourism industry, for such reasons "Tourism Enriches" program has been launched. "Tourism Enriches" is a project dedicated towards building awareness through different local community strata which could engage in the development of national tourism sector, where tourism industry is deemed to consist of economic, social and cultural dimensions.

Program Concept:

To spread tourism culture concept amongst local communities through an awareness program directed to inform and educate leaders and members of the local communities about the social, economic and cultural dimensions of tourism industry as well as correcting misconceptions in this regard.

Program Objectives:

·         To prepare local community for investing its available tourism potentials.

·         To orient local community members towards tourism concept as an industry of social, economic and cultural dimensions.

·         To assist community members to focus their efforts towards developing themselves for establishing permanent tourism destinations.

·         To discuss important issues of local communities as well as economic opportunities, identifying challenges that face local tourism industry.

·         To identify social aspirations of the targeted area by tourism development program.

Targeted Groups:

·         Governors and heads of administrative positions.

·         Leaders of local community.

·         Municipal council members.

·         Businessmen and investors.

·         Government body managers at municipalities and administrative centers.

·         Media personnel at municipalities and administrative centers.

·         Artisans and archeology concerned people.

·         Writers and thinkers.

First Phase 2008:

26 workshops have been conducted across the Kingdom in a number of  provinces. These workshops witnessed participation of 740 personnel from local communities and the Workshop programs were executed in the following cities:

Tendencies of Participants of the First Phase:

·         It was found that, more than 66.8% of the participants believe that tourism has a direct positive impact on the local communities.  29.9% of participants believe that tourism activity has no direct impact on local communities. 1.9% of participants have stated that tourism activity has no significant impact on local communities, while 1.4% of participants believed that tourism activity in their areas has negative impact on local communities. 

·        Most of workshops' participants, about 96.5% stated that they will accept working in tourism field in case they find opportunity, while 3.5% stated that, working in tourism sector is not attractive to them or to any one of their family members, accordingly they have no intention to join such sector.

·        There is almost consensus regarding local communities' need for further awareness about tourism.  98.4% participants indicate the necessity of raising tourism awareness amongst these communities.  0.6% of participants think there is a severe need for increasing tourism awareness amongst communities, while 1% of them believe that there is no need for further awareness for local communities.   These conclusions highlight the importance of intensifying tourism  awareness across the different provinces in the Kingdom.

Second Phase 2009:

This phase targets participation of 1,600 individuals from local community leaders, through the conduction of 40 workshops. These workshops will be held in the following cities:  

Heritage Villages, Al Ghat, Al Ula, Al Khobra, Al Moznab, Jba, Ze Ain, Rejal Al Ma and Al Dri