A trillion dollars in the desert

Hey it’s Lisa, here with the biggest global tourism story today: Saudi Arabia [View in browser]( [Bloomberg]( Hi, it’s [Lisa Fleisher](, your luxury correspondent in Dubai. The biggest news in sports and tourism this week was [the sudden wrap-up]( of a massive fight between the Saudi-backed LIV Golf and the PGA Tour. We had [just written]( about Saudi Arabia’s use of icons of Western culture to “excite its burgeoning younger generation and supercharge its tourism industry.” In the same story: “campaigners say Saudi Arabia is deflecting attention from a poor domestic record on free speech and other human rights,” as well as an international image “battered by a brutal war in Yemen and murder of Saudi dissident Jamal Khashoggi in 2018.” With [the LIV/PGA news](, it’s clear we are far from the ceiling of what the kingdom is willing to pay to get the rebrand done. It helps, of course, to have a sovereign wealth fund worth [in excess of $600 billion]( and the ability to pump [$1 billion a day in oil](. That kind of money will help [buy Newcastle United FC]( and muscle into the [established world of the PGA Tour](. (Though even $400 million apparently couldn’t [attract Lionel Messi](.) After soccer superstar Messi chose Miami over Riyadh, who’ll be woo’d next? Photographer: Julian Finney/Getty Images “By hosting prestigious sports events and investing in cultural activities, Saudi Arabia aims to position itself as a destination for international events and showcase a modern image to the world,” [said Stanis Elsborg](, senior analyst at Play the Game, a Denmark-based research body into ethical standards in sport. Sports is just the highest-profile example of the kingdom spending billions on changing the entertainment, arts and leisure activities available in the country, in addition to building new cities from scratch, such as the [$500 billion Neom](. Renderings in the window of the Neom pop-up store during the World Economic Forum (WEF) in Davos, Switzerland. Photographer: Stefan Wermuth/Bloomberg As Saudi Arabia attempts to move beyond an oil-dependent economy, tourists are going to be key: The country aims to have 100 million visitors by 2030. Officials have said they’ll [spend $1 trillion]( creating an enticing destination for them. The kingdom is going on a building binge, financing the construction of thousands of hotel rooms, buying art and [funding movie productions](. And Saudi officials want you to know it. Tourism campaigns feature women wearing jeans and T-shirts, smiling widely, seeming to have a great time taking in local Saudi cultural traditions. [CNN recently noticed]( a change on the VisitSaudi website stating that LGBT tourists are welcome—in language that is sure to leave those same tourists scratching their heads. The FAQ section on the VisitSaudi website.  Source: VisitSaudi.com In fairness, rules are being relaxed and women have been given more rights. Years ago it would have been unthinkable to have [Alicia Keys performing]( in front of a mixed-gender crowd wearing non-traditional clothes, let alone shooting a glossy promotional video. Homosexuality is still illegal. But ask American or British hotel operators and tourism officials working in Saudi about it, and they’ll tell you that there’s essentially a Don’t Ask, Don’t Tell attitude. It makes me wonder, however, just how much of being yourself counts as “telling.” Phillip Jones, the chief tourism officer at [Alula](, a city and heritage site, says in an interview that he sees attitudes changing among American tourism marketing professionals. When he took the job, his friends in the industry initially told him, “This is a big mistake on your part. Why would you help Saudi Arabia do this?” They said he’d never work in the industry again. Now, he says, he’s being invited to conferences to talk about how he’s built up the destination. What else is up in regional luxury? How about a literal over-the-top hotel amenity: your own private party plane. This and more in my biweekly Pursuits Middle East column. Source: Five Hotels and Resorts Luxury eco-lodge company [Habitas](, whose flagship is a beach resort in Tulum, Mexico, and which drew inspiration from [the Burning Man festival](, has a property in Alula; Saudi PIF has [invested $50 million]( in the chain. CEO Oliver Ripley says he has gay Saudi friends. “A lot of changes have happened in the country over the last five years, and there’s a lot of change that still needs to happen,” he says in an interview. “At least what I’m seeing, it’s moving in a positive direction.” Connect with Lisa on [Instagram]( and [Twitter]( Your questions, answered. As usual, we put a call-out for questions on our [Pursuits Instagram]( account; you can also reach us at [AskPursuits@bloomberg.net](mailto:AskPursuits@bloomberg.net?subject="I have a question"). Here are some I was able to answer, and I’ll save others for another newsletter. Any suggestions on best desert experiences and resorts? Surprisingly, there aren’t as many great desert options as you might expect, at least in the United Arab Emirates, although more hotels and resorts are planned. As far as experiences, everyone should at least once book a dune-bashing trip, don a helmet and [crash through the sand](. Many operators offer the same kind of tours, including an evening meal and camel rides. The view from a room at the Six Senses Shaharut in Israel. Photographer: Lisa Fleisher/Bloomberg As far as places to stay, there’s the party-hard [Terra Solis]( in Dubai that just opened this past year and the [Ritz Carlton Al Wadi Desert]( in Ras Al Khaimah, which just renovated its spa. [Nara Desert Escape]( books intimate desert experiences. Elsewhere in the region, AlUla in Saudi Arabia has a [Habitas]( and a [Banyan Tree](, with more eco-lodges coming from brands such as [Envi](. In Israel, [Six Senses Shaharut]( in the Negev Desert provides a luxurious escape and incredible views. Then again, plenty of people who live here just take a tent and a 4x4 and set up camp on their own. I hear good things about Oman. Yes! Oman is fantastic. I’ve only been once, on a trip to [Muscat]( with my dad and husband. We ate very well, enjoyed the natural beauty of the mountainous inland terrain and went fishing. [Here’s a travel guide]( that Pursuits published back in 2015 for inspiration. A resort in Muscat. Photographer: Lisa Fleisher/Bloomberg Oman is less new and in-your-face than much of the rest of the Gulf. There are very well-regarded resorts, such as the [Six Senses Zighy Bay](, but you don’t need to spend that kind of money to enjoy the country. What’s the most over-the-top luxury you’ve seen? I get surprised on a weekly basis by new ways people have come up with to spend money. Someone paid [$15 million for a license plate]( number (the money goes to charity), and another person spent [$34 million for beachfront land](, house not included (who knows, could be a good investment). A Dubai hotel brand is offering a [private charter jet]( with a party vibe for $14,000 an hour. Then there’s the little luxuries, like a [$5 ice pop](. And in May, [I tried on a $34.8 million ring]( that just sold at auction on Thursday. And so on. But something this week actually took my breath away. The 24K gold cremia soft cream dessert at the new Robata restaurant. Source: Robata I was scrolling through Instagram stories when I saw a gold-leaf covered soft serve posted by [Cláudia de Brito](, the Gulf academy chair for [MENA’s 50 Best Restaurants](. The dessert was from the new Japanese restaurant [Robata]( at Caesars Palace Dubai. We’re well used to [gold flakes being sprinkled on everything]( here—I’ve seen it on cocktails, fruit salad, cappuccinos—but this was another level. It covered the whole soft serve, much like you might do with a chocolate dip. I checked [the menu](: It costs 250 dirhams, or $68. De Brito tells me that the cream is imported from Hokkaido, Japan, because the pastry chef tried to use local cream but couldn’t achieve the right texture. Worth it? Who knows, but it’s Instagram gold. My favorite Pursuits stories of the week. [This Travel Expert Says You Should Bring These Two Items on Every Flight]( [The Best Luxury Father’s Day Gifts for Dads Who Love Design]( [How to Re-Create European Styles of Grilling]( [Omega Blames Staffers Over Fake Record $3 Million Speedmaster]( [In a New Era, Luxury Airlines Cater to All TravelersÂ]( [Craft Beer’s Hottest Trend Is a Style That’s as Mass as Can Be]( Summer camp used to be fun. Illustration: Mathieu Labrecque for Bloomberg Businessweek; photos: boys: Library of Congress; girls: Gordon Parks/FSA/Library of Congress Since the 1950s, summer camp has offered adventure, lifelong friendships, and much-needed childcare for families. But these days, it’s better known for high prices and limited spaces. On [The Big Take Podcast](: why getting kids into summer camp has become such an expensive pain point for families. Listen on [Apple]( and [Spotify]( New for subscribers: Free article gifting. 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