Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb has welcomed his country's record 30 million international tourist arrivals last year. More than 128 million passengers travelled through the country’s airports, marking a 15% increase from 2023 and a 25% surge compared to pre-pandemic levels, according to the General Authority of Civil Aviation (GACA).
It reflects the changing nature of tourism to the country. Historically, a big chunk was religious tourism, with millions of Muslim pilgrims pouring in every year for Hajj and Umrah, but visitors are now making the journey for different reasons.
Facilitating this is the addition of new air routes into the Kingdom, new luxury resorts being built, and new Saudi sites of global interest being listed by the United Nations Educational, Scientific and Cultural Organisation (UNESCO).
Tourism plays a big role in the Kingdom’s plans to diversify its economy away from oil dependency, with Vision 2030 projecting the ambitious aim of attracting 70 million international visitors in six years’ time.
By the end of 2023, tourism contributed 5% towards the country’s gross domestic product (GDP) and the government wants it to contribute up to 10% by 2030, according to state-run news agency SPA. The trends are positive. Saudi Arabia is now a top Middle East tourist destination, attracting twice as many foreign tourists in 2024 than Egypt.
Tourism plays a big role in the Kingdom's plans to diversify its economy away from oil dependency
Driving change
In 2014, Saudi Arabia received 19 million foreign visitors, half coming for Hajj and Umrah, according to official data. While this still accounts for millions of incoming trips, the Kingdom has worked hard to widen its offering and make the country more appealing to foreigners of different backgrounds.
This includes the introduction of social reforms and personal freedoms. Ten years ago, for instance, women were prohibited from attending sports events in Saudi Arabia. Regulatory changes, like the new e-visa and visa-on-arrival policies for numerous countries, have also encouraged and facilitated travel.
Increasing global connectivity is another factor. In February 2025, Saudi flag carrier Saudia announced new routes to Vienna, Venice, Larnaca, Athens, Heraklion, Nice, Malacca, Bali, Antalya, El Alamein, and Salalah. There are currently connections to more than 100 destinations, but the Kingdom's aviation strategy is to reach 250 by 2030.
The anticipated launch of Riyadh Air, slated for this year, will expand Saudi Arabia's direct flight connectivity to major international markets and increase air traffic to and from the capital. This will boost tourism, said Daniel Ponzo, who heads a travel agency in Saudi Arabia. "Saudi Arabia has increased its international tourism promotion efforts, participating in major travel expos and forming global partnerships," he said.
Heavyweight boxers Britain's Tyson Fury, left, and Ukraine's Oleksandr Usyk stand on the stage during the weigh-in in Riyadh, Saudi Arabia, Friday, May 17, 2024, before their undisputed heavyweight championship fight on Saturday.
Diversified offerings
One reason for the increased visitor numbers is the Kingdom's investment in sports and entertainment, with 4.2 million tourists flying in for this reason in the first half of 2024—a 656% jump compared with the same period in 2019, prior to the Covid-19 pandemic, and a 25% year-on-year increase, according to the Ministry of Tourism.
Investing in Saudi Arabia's sports and entertainment offerings is important to injecting zeal into tourism, said Ponzo. "Hosting major sporting events like Formula 1, Riyadh Season (which includes boxing and mixed martial arts matches), Diriyah E-Prix (Formula E racing), the FIFA Football World Cup, and WWE (World Wrestling Entertainment) has significantly boosted inbound tourism," he said.
Over the past four years, 80 sporting events in Saudi Arabia have attracted 2.5 million tourists, Minister of Sport Abdulaziz bin Turki bin Faisal said in November. The FIFA World Cup, which the country is hosting in 2034, is anticipated to attract huge inflows of tourists, which could contribute as much as 16% to Saudi GDP that year.
"Large-scale music festivals such as MDLBEAST Soundstorm and cultural events like Winter at Tantora in AlUla have further strengthened the Kingdom's appeal to international travelers," Ponzo added.
Creating attractions
Saudi Arabia's construction drive covers not just sports and entertainment venues, and luxury hotels, but also huge new national landmarks. "Projects like NEOM (a futuristic city), Diriyah Gate (known as the 'birthplace of Saudi Arabia', and AlUla (a UNESCO-listed heritage site with Nabataean tombs) have created new attractions for global visitors," Ponzo said.
A design for the 500-metre parallel structures, known collectively as The Line, in the heart of the megacity of NEOM on the Red Sea.
Other hotspots include development along Saudi's Red Sea coast, making the most of its beaches and diving; Abha (in the mountainous south-west), which attracts eco-tourists and culture-seekers; and Dammam and Al Khobar, offering coastal attractions and family-friendly activities.
In the world of business, changes have also been made that could drive even more visitors attracted by investment opportunities. In January this year, for instance, changes were made to allow foreigners to directly invest in publicly traded Saudi companies with real estate properties in Makkah and Madinah.
Another change made last year prohibits the signing of contracts with foreign companies whose Middle East headquarters are in countries other than Saudi Arabia. This has led international firms to increasingly relocate to the Kingdom. "Increased business travel leads to higher demand for hotels, dining, and entertainment," said Ponzo.
Saudi Arabia knows that it is competing with other popular tourist destinations in the region, including Dubai, which had 18.72 million visitors last year. "With continued investment in mega-projects, events, and tourism infrastructure, Saudi Arabia is positioning itself as a major tourism destination," Ponzo said.
"While Dubai is known for its luxury shopping, urban experiences, and nightlife, Saudi Arabia is focusing on heritage, nature, adventure, and entertainment. It will complement—rather than replicate—Dubai's appeal, offering visitors a different type of experience."
