The restaurant and coffee shop sector is a major player in Saudi Arabia’s hospitality and tourism sectors, which are undergoing significant transformation. This change is driven by the growing prosperity of tourism in the Kingdom and the impact of the Saudi Vision 2030 on the restaurant sector.
Tourists aren’t just temporary visitors. They have become an influential purchasing force that directly contributes to the success of restaurants and cafés. Tourists often allocate a budget for entertainment and dining, making them more willing to spend on unique, upscale experiences and popular dishes that enhance their visit. This is evident in the higher average bill per tourist.
Tourists also often have an exploratory mindset, prompting them to try authentic local cuisines that may be difficult to find in their home countries. This willingness fosters a desire to explore and engage with menus.
The impact of tourists extends beyond their visit. After returning home, many share their experiences on social media and restaurant review websites such as TripAdvisor, Google Reviews, and Instagram.
This provides restaurants with substantial free publicity, enhancing their international reputation and helping attract more visitors in the future.
In this article, we will discuss the hospitality sector in Saudi Arabia and explore key strategies for attracting tourists to restaurants and cafés, both globally and in the Kingdom.
Key Data about Saudi Arabia’s Hospitality and Tourism Sectors
In 2023, Saudi Arabia’s tourism sector experienced remarkable growth, surpassing the targets set by Vision 2030, ahead of schedule.
The total number of tourists, both international and domestic, exceeded 100 million, with international arrivals reaching 27.4 million and domestic arrivals totaling 81.9 million.
This increase positioned the Kingdom as the second fastest-growing destination globally for inbound tourists, reflecting a 58% rise. The tourism sector contributed 4.4% to the GDP, generating revenues exceeding SAR 250 billion ($66.6 billion). The hospitality sector also thrived, with occupancy rates rising by 5.9%.
In 2024, Saudi Arabia continued to break records in tourism and hospitality, welcoming nearly 116 million tourists (domestic and international).
The primary reasons for inbound visits were religious purposes (41.5%), entertainment (25.2%), and visiting friends or relatives (20%), according to official data.
Overall, these figures showcase Saudi Arabia’s impressive performance as a global tourist destination.
(Add image of a Saudi tower)
Strategies for Attracting Tourists: Understand Your Audience First
Before you can start attracting tourists to your restaurant, you need to understand the types of tourists visiting your country. Consider the nationalities that frequent your area.
For instance, some countries may see an influx of Russian tourists, while others attract more visitors from the United States or Europe.
Types of tourists
- Business tourists: These individuals seek efficiency, prompt service, and an upscale atmosphere that offers international cuisine. They often prefer restaurants located near business centers or luxury hotels for individual meals or small meetings.
- Leisure tourists: These travelers are in search of enjoyable and relaxing experiences. They favor restaurants with a unique and appealing ambiance, a variety of menu options, or proximity to entertainment attractions. Leisure tourists are more open to trying new restaurants and tend to spend more time dining.
- Cultural explorers: This group is interested in authentic local cuisine and learning about the region’s culinary heritage. They look for restaurants that serve traditional dishes, whether prepared in a modern or traditional style, and they appreciate the stories behind the dishes and ingredients.
- Families: Families seek restaurants that cater to all ages and offer diverse menus for children. They prefer children-friendly restaurants, or concepts with entertainment areas, reasonable prices, and a family-friendly atmosphere. Quick-service restaurants (QSRs) that focus on entertainment are also appealing to this group.
Uncover the most popular nationalities visiting your restaurant
Understanding the preferences of the most popular tourist groups in your area can give your restaurant a significant competitive advantage. Begin by gathering data from tourism authorities and hotels to identify the main nationalities visiting your area.
Next, analyze their food preferences. Tailor your menu by adding specific dishes or providing translations in their languages. This simple customization enhances the visitor’s sense of welcome and increases customer engagement and loyalty.
Consider platforms tourists use to find restaurants
Tourists often start exploring dining options before they arrive at their destination, so it’s crucial for your restaurant to have a presence on the platforms they rely on.
- TripAdvisor: Create a strong profile with updated information, attractive photos, and consistent engagement with customer reviews to boost your visibility.
- Google maps: Enhance your presence by providing professional content and accurate business hours, ensuring that you appear in local search results.
- Website optimization: If you have a website, use SEO for restaurants to rank higher in search results for keywords tourists search like “restaurant in Riyadh” or “Italian restaurant near me.”
- Instagram: Leverage Instagram’s visual appeal by sharing high-quality photos of your dishes. Use relevant hashtags to attract tourists.
- Delivery platforms: Make sure to join local delivery aggregators that tourists use, such as Jahez, HungerStation, and Talabat, to ensure they can easily order from you, no matter where they are.
By following these steps, you’ll improve your chances of attracting tourists to your restaurant.
Create a Tourist-friendly Dining Experience
Use multilingual menus
Language barriers can hinder a tourist’s experience in a restaurant. We recommend offering multilingual menus, which are a smart investment to enhance communication and customer satisfaction.
You can prepare menus in the languages of the most frequent visitors to the region, such as English, French, or German. Digital menus with QR codes offer a modern and seamless solution, allowing tourists to change the language with a single click and easily view dish details and ingredients. They also feature attractive photos that aid decision-making and make guests feel welcomed and appreciated.
Further reading: 9 Steps to Creating the Perfect Restaurant Menu Design
Highlight local ingredients and traditional dishes
Tourists seek dining experiences that reflect the culture and identity of the destination they are visiting. Therefore, it’s important to highlight Saudi heritage dishes and local ingredients.
Traditional dishes can be presented in a modern style that maintains their authenticity while engaging visitors’ curiosity. Each dish should include a description, along with information about its ingredients and calorie count.
Provide hospitality training
Your staff serves as the first point of contact for restaurant visitors. This means it’s essential to train them in hospitality etiquette to create a positive impression.
Training should start with a warm welcome and the use of simple phrases in different languages. Friendly communication fosters a welcoming atmosphere, even when language barriers exist.
Staff members need to develop flexible communication skills that allow them to comprehend guests’ needs, using body language or translation tools when necessary.
They should also be knowledgeable about the menu and nearby attractions to provide smart recommendations and add a local touch to the guest experience. Understanding and respecting cultural differences is key to transforming good service into exceptional service.
Use Social Media and Tourism Marketing
To enhance your restaurant’s visibility in your home country or the Saudi hospitality sector, start by forming strategic partnerships.
Collaborate with travel and food influencers to reach a broad audience through engaging visual content that showcases your restaurant’s unique experience.
Coordinate with travel agencies or companies to ensure your restaurant is included in their itineraries. Nearby hotels can also be valuable partners as they can attract guests through direct recommendations or special offers.
Use platforms like Instagram to engage tourists with geo-targeted ads aimed at visitors near your location. High-quality visual content featuring your dishes and ambiance can captivate potential customers instantly.
Encourage visitor-generated content to strengthen your marketing by providing unique and visually appealing photo opportunities. Prompt guests to take and post photos, gently encouraging them to use a specific hashtag or mention your restaurant’s social media accounts.
Measuring and Improving Restaurant Performance
To effectively track visitor traffic, use POS system reports and reservation platforms to gather valuable feedback about your customers, such as their nationalities and how they found out about your restaurant. This data helps you identify the most effective channels for attracting customers.
Online review platforms are crucial indicators of the visitor experience, so monitor them regularly, especially reviews written in foreign languages. Take note of the strengths highlighted by visitors and identify recurring challenges, such as language barriers or menu comprehension issues.
Respond to reviews in a professional and friendly manner. Positive responses show your appreciation for customers, while constructive responses to negative comments demonstrate your commitment to continuous improvement and providing an exceptional guest experience.
Customer feedback, including feedback cards, digital reviews, or something else, is a strategic tool for enhancing your service. By monitoring the frequency of specific comments, you can pinpoint repetitive issues and make informed decisions. For instance, consider providing menus in multiple languages or enhancing team communication training to ensure a superior guest experience that meets customer expectations.
Wrapping It Up
In today’s world of travel and digital engagement, the success of your restaurant isn’t limited to local visitors. It hinges on your ability to create a lasting impression on tourists. A satisfied tourist can become an ambassador for your restaurant, sharing their experience with others around the globe.
Delivering an exceptional experience starts with warm and attentive service, followed by high-quality dishes that reflect authenticity and uniqueness. Consider adding thoughtful touches, such as multilingual menus, attractive photo opportunities, and incentives for repeat visits, especially for tourists who visit your country often.
Encourage your tourist customers to share their experiences online and monitor international reviews to better understand their preferences. Be ready to adapt based on their feedback. This approach can lead to a strong global reputation and attract new customers who have heard about your restaurant from previous visitors.
Explore Foodics’ solutions, including a restaurant management system, POS system, inventory management, and other tools designed to support your growth and success.