The tourism industry in the Middle East and North Africa (MENA) is experiencing a period of transformation, with the potential to become a global destination of choice. As tourism rebounds post-COVID and adapts to new challenges, there is growing demand for sustainable and inclusive tourism that benefits marginalised communities, creates jobs, and encourages economic resilience. In response to this need, SPARK, supported of Google.org, has launched the Maharat for Tourism programme, designed to equip 25,000 individuals across the MENA region with essential skills to drive the future of tourism.

The programme was launched  with a high-profile event in Riyadh, Saudi Arabia, on 30 September 2024, attended by over 100 guests, including government officials, MSMEs, job seekers, and entrepreneurs from the tourism sector. Held at the Garage venue, the event set the stage for a new era of tourism in the region, with a strong emphasis on sustainability, digital transformation, and job creation. 

Tourism as an engine for growth in MENA

According to the United Nations World Tourism Organization (UNWTO), global tourism is on the rise, with over 900 million people traveling internationally in 2022. The MENA region, in particular, has seen a surge in tourism, welcoming over 48 million visitors to Gulf countries alone, with significant contributions to national GDPs, including 13% in Jordan. Yet, as the industry grows, so too does the need for innovation and sustainability, particularly in low-income and rural areas, where tourism is a vital source of income.

SPARK’s Maharat for Tourism programme is designed to address these needs by focusing on training in digital tools, artificial intelligence (AI), and essential soft skills. The programme’s objective is not only to create job opportunities but also to encourage a more inclusive and resilient tourism sector, especially for marginalised groups such as women and minorities, who face significant barriers to employment in the region.

A partnership for sustainable tourism

The launch event in Riyadh featured keynote addresses by SPARK’s Regional Programme Director for the Middle East, Dina AlMasaeid, and Google’s Country Director for Saudi Arabia, Charbel Sarkis. AlMasaeid emphasised the significant potential of the Maharat for Tourism programme, stating, “Our goal is to build a tourism sector that’s more sustainable, diverse, and prosperous for all by providing training in digital tools, AI, and essential skills, while collaborating with governments to create better regulatory frameworks.”

Sarkis echoed this sentiment, highlighting the power of technology in driving economic growth: “At Google, we believe in the power of technology to create opportunities for everyone. Through our partnership with SPARK, we hope to bring the Maharat for Tourism programme to 25,000 people across the MENA region, equipping them with the digital skills and AI knowledge they need for the jobs of the future.”

A comprehensive approach to learning

At the heart of the Maharat for Tourism initiative is the Maharat for Tourism E-learning Hub, an online training platform supported by Google.org. The hub offers specialised curricula tailored to different segments of the tourism industry. Courses cover topics ranging from government tourism strategies and SME management to experiential tourism operations and event planning. This platform ensures that participants are job-ready, providing them with digital tools, recruitment guidance, and localised learning circles to encourage community-based knowledge sharing.

The programme also emphasises sustainability, offering tailored training that addresses the tourism sector’s environmental impact and the need for more eco-friendly practices. By the end of 2025, Maharat for Tourism aims to have reached 25,000 job seekers, small business owners, and policymakers across the region, with the goal of building a tourism sector that is not only economically viable but also socially and environmentally responsible.

A bright future for MENA tourism

The Maharat for Tourism programme is set to run a series of workshops, events, and meetups across key countries in the MENA region, including Saudi Arabia, the UAE, Egypt, Qatar, Jordan, Tunisia, Lebanon, and the Palestinian territories. By encouraging partnerships with governments and local communities, SPARK aims to ensure that the programme has a lasting impact on the tourism industry, creating new opportunities for growth, sustainability, and inclusion.

With the support of Google.org, SPARK is poised to shape the future of tourism in the MENA region, empowering individuals and businesses to thrive in an increasingly digital and green economy.

Are you ready to join the journey? Stay tuned as the Maharat for Tourism programme makes its way across the MENA region, bringing new opportunities for sustainable and inclusive tourism.