When Cécilia Pueyo, co-founder of UAE-based travel company Bonjour Middle East, arrived in Saudi last year, she was excited by the pace of change and wanted to be a part of it.

As a traveller who seeks out authentic experiences herself, Pueyo established Bonjour Middle East to connect people to local experiences and build community. While working in the oil and gas industry in the UAE, she networked with local women and realised the stereotypes the western world holds about the region were unfounded or untrue. “I met a lot of Emirati women who opened their homes to me and gave me a glimpse of their culture,” the French national says.

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“In Europe, we have a different opinion about the region – with Dubai, there are stereotypes that everything is superficial. In Saudi, you will only find sand and there’s nothing to do.” Pueyo discovered that there was so much she didn’t know about Arab culture. Along with an Emirati business partner, the 27-year-old established a tourism company that connects holidaymakers and expatriates to unique experiences, like desert excursions or at local farmhouses.

The entrepreneurial journey gave her the experience and foundation to establish a similar venture in Saudi - Bonjour Saudi.

Crafting Authentic Experiences

When Pueyo decided to launch Bonjour Saudi, it “took some time to explore the country and meet with people to understand the tourism sector needs here,” she explains.

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Bonjour Saudi focuses on creating unique tourist itineraries with the local community in adjacent industries. A Riyadh itinerary, for example, includes a trip to historic Diriyah, but also involves nearby Samhania to experience the past. In a traditional Najdi mud house, guests are introduced to Haya, who offers a kabsa cooking class.

“Guests eat on the floor, in traditional Saudi style, share food, and learn a little more about Saudi culture,” Pueyo says. “It’s always a cultural experience – connecting them to people with whom they can learn about local culture and in a very laid-back, relaxed environment.”

Bonjour Saudi has also introduced guests to Ramadan recipes and traditions, Al Sadu weaving, and Al-Qatt Al-Asiri painting workshops. Pueyo says this component of interacting with local communities and meeting inspiring people is the best way to experience the pulse of a country. “When I travel, I like to meet and interact with locals, and I couldn’t find a travel company here offering that experience.”

Bonjour Saudi started welcoming sociable expatriates and residents too and has expanded by organising and hosting workshops for corporate events. “At the moment, these types of entertainment or socialising events are new,” Pueyo explains. “People are very curious and interested.”

As most expats live in compounds, it may not be easy for them to meet or interact with Saudis and try traditional cuisine. And it’s also a way for insular expatriate communities to discover new neighbourhoods. “We’ve seen the impact it creates – we’re forming communities. And people thank us for that.” Pueyo knows it’s not easy for expats to get to know a new country when they arrive. “My goal is to support people through my experience. I navigated the local communities first in UAE and now in Saudi. And when you have such events, it’s proof that the country welcomes you.” When asked if it was a challenge to find artisans and partnerships in a new country, Pueyo says she searches through social media.

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“I learnt that Al Sadu weaving is an important part of Saudi culture, and I thought people need to learn about it because it was [integral] to their lifestyle in the desert.” The trilingual professional adds that she found Hala, who hosts the company’s Al Sadu weaving workshop, on Instagram. Now, Hala frequently works with Bonjour Saudi to conduct cultural workshops.

“I try to find, support, and highlight the work of local artists. When other artists see these events on our social media channels, they reach out to present their work as well. Now we have an amazing network of artists or just people who are passionate about Saudi culture.”

Challenges and opportunities

As a foreigner, Pueyo faced some challenges while establishing the Saudi business. However, she soon found a Saudi business partner and believes they both bring an interesting mix of ideas and viewpoints.

There are also plenty of opportunities.

For one, the company receives many requests from corporate clients and Riyadh residents, and they’ve had to slightly shift their focus from the concept of a traditional travel agency to a travel and experience design house that also creates experiences and offers a community space. “We receive requests for team building seminars or delegations coming to Saudi for the first time, and we try to adapt ourselves and cater to custom requests,” Pueyo adds.

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Over the upcoming months, Pueyo envisions two different arms for the business. The first is tourism offerings for travellers from Switzerland and France and internal tourism for Saudis or residents who want to experience other parts of the country, so they are looking at developing itineraries for summer trips to Abha.

The second stream is dedicated to events and workshops. Bonjour Saudi, which even has a souvenir shop, aspires to create new concepts and more impactful events. “We want to grow our market and offer experiences that will differentiate us from the competition out there.” Bonjour Saudi’s workshops range from 70 to 400 riyals, depending on the client, workshop, and requirements.

For tourism offerings, it has a wide range, extending highly customised packages.

For more information on experiences and packages, visit bonjour-saudi.com
+966 50 371 9298
@ceciliainarabia @bonjoursaudi

All images with thanks to @ceciliainarabia @bonjoursaudi