For many years, Saudi Arabia’s reputation on the world stage has been inextricably linked to oil. However, the Kingdom is now seeking to change this perception. With a strong economy of $1.4 trillion in 2024, Saudi Arabia is investing heavily in tourism as a means of diversifying its economy and engaging with the world.
A significant turning point came in 2019, when Saudi Arabia introduced tourist visas for international tourists. Prior to this, the only people who were able to enter the Kingdom were businesspeople, religious tourists, and individuals with family connections. This marked the start of a new strategy to make the Kingdom more accessible, more interesting, and more globally connected.
At the forefront of this new strategy is Saudi Vision 2030, the ambitious reform plan launched in 2016 by the current leadership of Crown Prince Mohammed bin Salman. The vision seeks to diversify the economy by developing new industries such as tourism, entertainment, technology, and infrastructure. Tourism is not simply seen as a source of income but as a force for modernization and social change, particularly in terms of job creation for young Saudis and greater female participation in the workforce.
The numbers indicate momentum. In 2024, Saudi Arabia received 116 million visitors, a dramatic increase from 80 million just five years prior. While religious tourism remains a major component of visitor numbers, the aim is to increase its appeal to leisure, cultural, and business tourists. By 2030, the Kingdom aims to attract 150 million visitors per year, a target that would make it one of the world’s top tourist destinations.
International sporting and diplomatic events are also part of this vision. Saudi Arabia is scheduled to host the 2029 Asian Winter Games and the 2034 FIFA World Cup, reflecting the Kingdom’s ambitions in sports tourism. Moreover, the country will host the General Assembly of the United Nations World Tourism Organization, further cementing its growing role in shaping international tourism policy and discourse.
Infrastructure development is also taking place on an equally ambitious scale. The establishment of Riyadh Air in 2023 marked a commitment to improving air connectivity and establishing Riyadh as a major transit point. In tandem with this is the development of King Salman International Airport, a mega-project aimed at significantly increasing passenger capacity and the capital’s global connectivity. Across the country, plans are underway to add over 300,000 hotel rooms by the end of the decade.
International carriers are also strengthening their ties with the Kingdom. Delta Air Lines has announced plans to launch non-stop flights between Atlanta and Riyadh in October 2026, establishing the first-ever direct air service between the United States and Saudi Arabia. At the same time, Riyadh Air has launched daily flights between Riyadh and London as part of its initial rollout.
While the construction cranes are changing the skyline and the tourist figures are increasing, the Saudi government is stressing the importance of taking care of the environment. The Kingdom has committed to protecting its varied natural environments, ranging from the southern highlands to the Red Sea islands, despite the rise in tourism. In 2021, the Kingdom established the Sustainable Tourism Global Center. It is an international platform that seeks to accelerate the tourism industry’s transition to net-zero.
The tourism initiative in Saudi Arabia is more than a series of industry developments. It is a total vision of the future of the economy and the image of the country on the global stage. Through the combination of massive investment, global collaboration, cultural engagement, and sustainability initiatives, the Kingdom is attempting to reshape its identity as not only an energy leader but as a destination leader.
