Sir Richard Branson is to invest in developing 50 Saudi Arabian islands in the Red Sea into luxury tourism destinations.
The Saudi government announced this week that the Virgin boss was the first international investor to commit to the project. Many are calling this a clear sign that the hard-to-access kingdom is getting set to open its doors to international tourists.
A blog post by Branson on Virgin's website says, "Just enjoyed a fascinating visit to Saudi Arabia, a country where great change is taking place step by step.
"I had the chance to enjoy a fascinating tour of the Saudi Arabia that few people have got the chance to see before.
"We were taken to the Red Sea, where a huge project to turn a giant lagoon into a beautiful tourism destination is under way."Branson said the project covers "more than 50 islands between the cities of Umluj and Al Wajh".
Branson also visited the tombs at Mada'in Saleh, a Unesco world heritage site located near a string of new hotels.
He described them as "even more stunning" that Petra in Jordan, which, he added, "is a ruin from the same ancient civilisation".
The post was accompanied with pics of the entrepreneurial adventurer wearing a wide smile and a keffiyeh (traditional head-wrap) at the tombs; and floating in the Red Sea.
Saudi Arabia is known as one of the most conservative countries in the world. Alcohol is prohibited and women's movement and dress are severely restricted.
The kingdom does not even have such a thing as a tourist visa. Only religious pilgrims and people visiting for business or education can apply to go in. (Read more about Saudi visas.)
However, following the appointment in June of Prince Mohammed bin Salman as successor to his father's throne, and as Saudi Arabia is looking at ways to develop its economy beyond its dependence on oil, this appears to be changing.
Late last month, the kingdom passed a decree allowing women to drive for the first time - which also happened to coincide with Branson's visit.
"In a country where women's rights still lag behind the West, this was a huge announcement and a sign of progress welcomed by every woman we met," he wrote...