Siew Hoon (Founder, WiT) returns to the Middle East for the first time since 2019 for WiT Phocuswright Middle East 2024. But what she experiences there upon landing serves as both culture shock and eye-opener to the progress the region has supercharged itself with in the last few years. Yes, there are lots of expected – the masses of cranes; the construction going on everywhere you look; the traffic in Riyadh – but underneath all that, the unexpected open-ness, the overwhelming warmth of people, the unbridled pride of Saudis to share and show off their kingdom and the lack of guile in their conversations. This is a story that goes beyond the warmth and hospitality of its people. Something momentous is happening in Saudi and it goes beyond the numbers, the dollars, the targets – this is nation-building, social-transformation, call it what you will, with travel and tourism as its engine.