When Saudi Arabia’s Red Sea city of Jeddah welcomed Formula One champion Lewis Hamilton and singer Jennifer Lopez during this month’s Grand Prix, many international visitors discovered more than just high-speed thrills. Amid the glamour of the racing event, a quieter, more enchanting destination captivated the attention of many: Jeddah’s historic old town, Al-Balad.
Once the commercial heartbeat of the city, Al-Balad had fallen into neglect following the departure of its merchant class. But under Saudi Arabia’s Vision 2030—a transformative national plan to reduce the country’s dependency on oil and boost tourism—Al-Balad has seen a significant cultural and architectural revival. The district, with its timeless charm and Arabic architecture, now draws tourists looking to connect with the city’s deeper heritage.
With its latticework wooden balconies known as Roshan, coral stone tower houses, and earthy brown and blue tones, Al-Balad reflects the interplay between the nearby desert and the Red Sea. “It’s my first time in Saudi Arabia, and the old city is very beautiful with earthly tones and unique architecture,” said Rossella, a tourist from Milan.
Designated a UNESCO World Heritage Site in 2014, Al-Balad is undergoing a careful and ambitious restoration project. Around 650 historic buildings are being preserved, and traditional businesses are being revived to breathe life back into the area. Cafés, art galleries, and cultural centers are emerging across narrow alleyways, creating a harmonious blend of past and present.
Local barista Fadil Zahir, 57, who was born in Al-Balad, has witnessed the dramatic increase in tourism firsthand. “Tourists and visitors are coming to al-Balad in great numbers,” he said, smiling as he served traditional coffee to new faces.
UNESCO recognized historic Jeddah as “the only surviving urban ensemble of the Red Sea,” home to ancient mosques and vibrant homes that date back to the early Islamic period when the third Caliph Uthman bin Affan made Jeddah the official port of Mecca.
Ahmed Alkhanbashi, 62, a general manager at a local business bureau, reflected on the transformation with nostalgia and pride. “I now see what I could see 40 years back,” he said. “You talk about changes—I say it’s actually going back to the original.”
As global events spotlight Jeddah’s modern evolution, Al-Balad stands as a serene reminder of the city’s storied past and renewed future.
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