Speaking Culture: Language, Identity, and Tourism in Saudi Arabia's Vision 2030

Language is important in every social context, as through language people communicate, interact and express oneself. At the same time tourism plays an important part in shaping the perception of self through experiences of other people and places. This study explores the intersection of language, identity and tourism under the Saudi vision 2030. It explores the perspectives of international tourists, Saudi locals from major cities, and rural areas to understand the evolving linguistic landscape and its influence on the Saudi people, tourists and the tourism experience in general. The findings reveal that language plays a fundamental role in shaping and expressing one’s cultural identity and hence influencing tourists’ experiences. They also illustrate the importance of language as a source of authenticity and a means of cultural engagement. They reveal complex dynamics, with international tourists highlighting the challenges of language barrier and at the same time admiring the beauty and authenticity of Arabic language and the role this language played in their overall experience. On the other hand, local Saudis express a range of views on the role of Arabic and English in tourism and national identity, as some admitted that while speaking a very good English, they preferred to communicate with tourists in Arabic to enrich their experience and to show another part of their culture. Moreover, photographic evidence further explores the different linguistic patterns in rural areas and major cities and provides more insights into the effects of such bilingual practices on tourists and citizens. This study contributes to understanding the role of language use on the tourism industry and how it can enhance cultural exchanges. It also contributes to the understanding of the sociocultural implications of Saudi Arabia's vision 2030 and its ambitious developmental goals and provides insights for policymakers.