Kingdom's Tourism Draw INSIDE THE
Tourism in Saudi From 2016 to 2024
Vision 2030 announced, identifying tourism as a core sector
Establishment of the Red Sea Global
Launch of Qiddiya project
Launch of NEOM project
2016
2017
2018
2018
Establishment of Diriyah Company
Launch of e-Visa program
Establishment of ROSHN
Launch of National Tourism Strategy
2019
2022
2019
2018
A record increase of in number of international tourists compared to 2022 65%
Saudi reached initial target of 100 million visits & set new target of visits in 2030 150 million
Saudi welcomed visitors, meeting Vision 2030’s initial target 100 million
King Salman International Airport master plan announced
2022
2023
2023
2023
Completion of Riyadh Metro, featuring
increase in demand for tourism activity licenses 390%
and 6 lines 183 trains
2024
2023
INSIDE THE
Kingdom's Tourism Draw Table of Contents
Departure
25.2048° N 55.2708° E
Leading Projects & Developments
4
8
Introduction
Strong Market Performance Marked by Steady, Fast Growth
12
14
Domestic Tourism Snapshot
Celebrating History While Building for the Future
17
The year 2030 At a Glance
20
Boosting Tourism in Saudi Business Growth
22
Infrastructure Development Progress in
25
Expo 2030 In-Focus: Unlocking New Realms of Possibilities
30
AlUla Case Study Driving Tourism with Cultural Heritage
32
33
Conclusion
23.8859° N 45.0792° E
Arrival
Leading Projects & Developments Shaping the Tourism Space in the Kingdom
AlUla
The Red Sea
EXPECTED COMPLETION 2035
EXPECTED COMPLETION 2033
CONTRIBUTION TO GDP BY 2030 $31.9+ billion NUMBER OF VISITORS ANNUALLY 2 million
CONTRIBUTION TO GDP BY 2030 $7.8 billion NUMBER OF VISITORS ANNUALLY 2 million
Leading Projects & Developments Shaping the Tourism Space in the Kingdom
Diriyah Gate
Soudah Peaks
EXPECTED COMPLETION 2027
EXPECTED COMPLETION 2033
CONTRIBUTION TO GDP BY 2030 $7.2 billion NUMBER OF VISITORS ANNUALLY 50 million
CONTRIBUTION TO GDP BY 2030 $7.8 billion NUMBER OF VISITORS ANNUALLY 2 million
Leading Projects & Developments Shaping the Tourism Space in the Kingdom
EXPECTED COMPLETION 2030 Qiddiya
NEOM
EXPECTED COMPLETION 2030
CONTRIBUTION TO GDP BY 2030 $35 billion NUMBER OF VISITORS ANNUALLY 48 million
CONTRIBUTION TO GDP BY 2030* $550 billion NUMBER OF VISITORS ANNUALLY* 5 million *as of 2023 publicly disclosed information
Kingdom's Tourism Draw INSIDE THE
Rijal Alma Village Abha, Saudi Arabia
7
Kingdom's Tourism Draw INSIDE THE
Boosted by a fast-growing economy and pro-business reforms, Saudi Arabia is on track to become among the world’s most important markets for tourism and leisure as part of its overarching strategy to diversify the economy and improve its non-oil business activity. Tourism is currently on a growth spree on the back of $1 trillion in investment in the tourism sector spread over 10 years under the National Tourism Strategy. By 2030, tourism will make up the country’s second-largest income source, contributing 10% of its gross domestic product (GDP) and generating more than 1.6 million jobs. To that effect, the Kingdom has put in place a holistic system to improve its local tourism sector, sparing no effort in harnessing the power of its natural beauty, rich history, and dynamic culture to showcase its
10% GDP By 2030, tourism will become the country’s second-largest income source, contributing
1.6 million jobs Generating
$1 trillion in investment On the back of in tourism sector
uniqueness to the world as a global, all-year-round tourist destination.
8
Kingdom's Tourism Draw INSIDE THE
Saudi Arabia is solidifying its stature as a premium travel source market, while providing opportunities for businesses to tap into a unique and diverse tourism sector. This remarkable achievement was primarily owed to a confluence of factors, including government flagship programs such as e-visas, launched in 2019, which contributed to increasing the number of tourist arrivals, as well as impactful initiatives that promote and showcase the country's attractions and target destinations that are less acquainted with the Kingdom’s ever-growing tourism sector.
In keeping with Vision 2030's objectives to stimulate non-oil growth, Saudi Arabia has set out to diversify its tourism offerings and broaden its cultural tapestry, making it a preferred destination for travelers visiting the country for business, religious, or leisure purposes. The transformation witnessed in the Kingdom's provincial tourism sector started to take hold, with many of the country’s official tourism targets now set for an upward revision.
After reaching
100 million visits in 2023
Building on that success, the Kingdom hit another milestone by being voted the world’s second-fastest-growing tourist destinations by the United Nations World Tourism Organization (UNWRO), The country now looks to receive 150 million visits Annually by 2030
9
Kingdom's Tourism Draw INSIDE THE
Initiatives like the Digital Tourism Strategy play an important role in promoting awareness of Saudi tourism. It leverages technology and online collaborations to accelerate progress towards the objectives envisioned in the National Tourism Strategy, whose aim is to spur the implementation of Vision 2030 for tourism objectives. Moreover, the country pursues establishing marketing offices in targeted destinations further afield, in line with the Saudi Tourism Authority's (STA) mandate to develop and promote the Kingdom’s destination’s offerings through programs, packages, and business support. To facilitate a greater influx of visitors into the country, the Saudi government recently launched instant e-visas to streamline travel experiences for visitors from key regions around the world; eligibility has broadened considerably throughout 2023. The
100 million visitors in 2023
65% Increase in international visitors
move further validates the country’s emergence as the gateway to the Gulf region.
10
Kingdom's Tourism Draw INSIDE THE
The New Murabba Riyadh, Saudi Arabia
11
Strong Market Performance Marked by Steady, Fast Growth The tourism industry in the country has experienced consistent and rapid growth over the years, largely due to the implementation of Vision 2030. This growth is mirrored in a significant increase in numbers of domestic and international travelers, as well as the ensuing rise in tourist expenditures since 2016. From 2016 to 2023, total visits to Saudi stood at 606 million, reaching a record high of 106 million in 2023, surpassing the initial set goal of welcoming 100 million visitors by 2030 and making Saudi the second-fastest-growing tourist destination as declared by United Nations World Tourism Organization (UNWTO) Barometer. In the first half of 2023, the Kingdom received 53.6 million tourists, with spending amounting to SAR 150 billion, marking a 132% compared to the corresponding period in the year prior. Domestic tourism gathered strong momentum, with 39 million visitors recorded and spending of more than SAR 63.1 billion, indicating a 16% growth compared to the first half of 2022.
This underscores a growing trend of locals increasingly opting to vacate the country instead of traveling abroad, validating the country's expanding leisure and travel market. In 2023, apart from hitting the initial goal of welcoming 100 million visits, tourist spending reached SAR 135 billion ($40 billion), representing a 42% uptick from 2022, the highest tourist spending ever recorded in the Kingdom to date.
To
606 million Total visitors to Saudi
2023
2016 From
12
Strong Market Performance Marked by Steady, Fast Growth
Growth recovered at 16.6 million in 2022
Due to the pandemic, the overall tourist footfall dropped to from
4.1 million in 2020
3.4 million in 2021
In the entirety of 2023, the Kingdom welcomed 27.4 million international tourists, a 65% growth year-on-year (YoY). This is a testament to the accelerated investments and efforts being poured into Saudi’s tourism sector to further attract global visitors. As a result, the country achieved a remarkable 150% recovery rate compared to pre-pandemic levels. In fact, the tourism sector showed resilience even in the depths of the pandemic, primarily driven by a surge in domestic travel. Prior to the advent of the pandemic, precisely in the first eight months of 2019, the number of cross-border visitors grew to 12.6 million, a rise of 11% year on year (YoY).
However, due to the pandemic, the overall tourist footfall dropped to 4.1 million in 2020 and 3.4 million in 2021, when international travel came to a halt. The numbers quickly recovered in 2022, reaching an all-time high of 16.6 million visitors who spent over SAR 98.2 billion, demonstrating the country's commitment to achieving a rapid recovery. Since its launch in 2019, the National Tourism Strategy has had a transformative impact on the Saudi tourism sector, contributing to the overall improvement in the sector over the period from 2019-2021 and promoting a faster recovery in tourism. This was reflected in the exponential growth in the number of domestic tourists, which jumped by 33.6% over the same period.
13
Domestic Tourism Snapshot
Tourism count
million
106.7
100 110
94.28
10 20 30 40 50 60 70 80 90
67.3
63.08
65.34
59.03 58.59
46.25
0
2016
2017 2018 2019 2020 2021 2022 2023
Top Tourist Cities 2023 (millions)
25.51
Domestic
Inbound
13.99
10.32
5.46
4.58
3.92
3.09
3.00
2.65
2.03
1.57
1.30
Abha Hail
Tabuk jazan
Makkah Riyadh Jeddah Dammam Madinah Al Ahsa Buraydah Taif
Main Cities
Secondary Cities
Source: Ministry of Tourism KSA Publications
14
Tourism Growth
Projected increase of hotel supply to 315,000 rooms in 2030, however majority of this upcoming supply is focused on main cities or giga project locations only
Number of hotel room in cities in Saudi
80,000
70,000
60,000
Upcoming Supply
Existing Supply
50,000
40,000
30,000
20,000
10,000
0
Makkah
Riyadh
Madinah
Jeddah
Al Khobar
Dammam
Main Cities
15
Kingdom's Tourism Draw INSIDE THE
$4.2 billion to Saudi’s GDP by 2030 Tourism sector will contribute
Wadi al Disah Canyon Saudi Arabia
16
Celebrating History While Building for the Future
NEOM
AMAALA
Diriyah Gate
Qiddiya
ROSHN
The Red Sea
In addition to successfully navigating the pandemic, new and ongoing activities, as well as major infrastructure and grand-scale projects unveiled across the country, are creating a multitude of opportunities and serving as catalysts for attracting international firms looking to capitalize on the change and holidaymakers who are ready to explore the country’s culture and modern attractions. The country’s sustained efforts to elevate its tourism sector have been centered around broadening its catalog of attractions and experiences, earning it the status of a tourism hub that caters to different tastes and preferences.
This marked growth has been largely due to the emergence of several giga projects, spearheaded by the Kingdom's Public Investment Fund (PIF), each purpose-built to meet the distinctive needs of travelers. The most prominent of which are NEOM, Diriyah Gate, Amaala, the Red Sea, and Qiddiya. Some of them were built around high-potential tourist sites. For instance, the Diriyah Gate is a cultural and tourism development in the historic city of Diriyah, which is home to the UNESCO World Heritage Site-listed Alturaif region.
17
Celebrating History While Building for the Future
The development of AlUla takes into account ensuring lasting benefits for the local communities. In 2023, AstroLabs and Vibes AlUla empowered 70 local businesses to drive tourism in AlUla through the Vibes AlUla SME Enablement Program. The program drove local entrepreneurial growth and strengthened AlUla's reputation as one of the most popular global archaeological, cultural, and natural tourist destinations. The program resulted in the creation of new 273 jobs, 284 partnerships, 202 new products and close to SAR 14 ($3.7 million) in revenue. Besides the aforementioned regions, the UNESCO World Heritage List also includes the historic Jeddah District, the Rock Art in Ha'il, Al-Ahsa Oasis, Hima Wells in Najran, and the Uruq Bani Ma`arid Reserve. With a mandate to identify the areas with the highest potential for tourism development, the National Tourism Strategy has so far identified 35 areas in 10 cities, including AlUla, Riyadh, Al-Ha’il, Aseer, Madinah, Al-Jauf, the Eastern Province, Taif, Jeddah, and Al Baha. Saudi Arabia stands as a treasure trove of exploration, serving as a remarkable example of successfully embracing modernity while diligently preserving its rich heritage and cherished traditions.
Edge of the World Riyadh, Saudi Arabia
The Diriyah project is expected to contribute $7.2 billion to the country’s GDP, with plans to welcome 27 million visitors by 2030. The urban development initiatives in Diriyah draw inspiration from its heritage and Saudi traditions, seamlessly incorporating new attractions and experiences that enrich the cultural and recreational aspects while simultaneously preserving the inherent value of the destination. Similarly, in the ancient city of AlUla, the Nabataean city of Hegra is situated. Located southwest of Madina, AlUla covers a desert oasis, encompassing sandstone mountains and historical monuments dating back thousands of years.
18
Kingdom's Tourism Draw INSIDE THE
Al Salam Park Riyadh, Saudi Arabia
19
The year 2030 at a glance
555,000 NEW HOTEL ROOMS ADDED
150 million TOURISTS ANNUALLY
40 million Visits WORLD’S MOST SUSTAINABLE EXPO, EXPECTED TO GENERATE
TOURISM SECTOR EMERGES AS THE
2nd-largest income source
10-11 million business visitors
10% TOURISM CONTRIBUTES OF SAUDI’S GDP
King Salman International Airport
1.6 million jobs GENERATED IN THE TOURISM SECTOR
120 million travelers TO ACCOMMODATE UP TO
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20
Kingdom's Tourism Draw INSIDE THE
390% Increase in demand for business tourism activity
Radwa Mount Al Medina, Saudi Arabia
21
Boosting Tourism in Saudi Business Growth
Saudi Arabia has been experiencing an accelerated growth in business expansion activities. Data from the AstroLabs 2023 Saudi Market Entry Report revealed that the timeframe for decision-making to enter the Kingdom reduced to 2 months in 2023, compared to 8-12 months in 2018, signifying a fourfold increase in the businesses’ market entry to Saudi. Thanks to its favorable business environment and ease of doing businesses reforms, there are a plethora of investment opportunities, with traveling for business to the Kingdom is becoming more and more common.
As the tourism sector drives pivotal change and growth in Saudi’s economy, global and regional tourism-focused companies are now looking at seizing the sector’s ripe opportunities – evidently, the Kingdom has witnessed a 390% increase in the demand for business tourism activity in 2023.
Capitalizing on the increased momentum in the tourism sector, RezLive, one of AstroLabs expansion members, and a part of the Travel Designer Group expanded its presence in the Kingdom last year. The B2B travel booking platform provides a streamlined reservation system for hotels, sightseeing and activities, and car transfer. For RezLive, Saudi has growing to become a major market in focus.
With the regular hosting of key business events in Saudi including LEAP, Seamless, Cityscape Global, FII, and BIBAN, the nation has enjoyed an even greater influx of global business travelers. For example, this year’s LEAP saw an attendance of 215,000, out of which 1,800 were global tech companies that exhibited their innovative products at the event. This further supports the vision of Saudi expecting 10 to 11 million business travelers by 2030.
22
Boosting Tourism in Saudi Business Growth
How is business expansion contributing tourism in Saudi?
The $4 billion fund, launched in 2021, primarily focuses on empowering small businesses in the tourism sector. It has recently partnered with the Small and Medium Enterprises General Authority (Monsha’at) to enable small businesses in the tourism space to benefit from funding and support programs. Moreover, TDF (Tourism Development Fund) launched the AWN Tourism and Hospitality program, which offers flexible loans worth SAR 10 million with a repayment period of up to 10 years. The entity is in the process of building various flagship SME-related programs, targeting the tourism and hospitality sector. I n mid-2023, the PIF launched the Saudi Tourism Investment Company (Asfar) to support the growth of the country’s tourism sector. Asfar will focus on investing in tourism projects and the entire value chain by joining forces with the private sector to create an attractive environment for local suppliers, contractors, and small and medium-sized enterprises.
Supporting small and medium enterprises (SMEs) is pivotal in stimulating tourism growth, representing more than 98% of the businesses. Encouraging more investments in the tourism sector has been a key area of focus, as the continued growth in the hospitality sector fosters a conducive environment for investments and private sector participation.
10 to 11 million business visitors by 2030
23
Kingdom's Tourism Draw INSIDE THE
$4 billion fund Launched in 2021 to empower small businesses in the tourism industry
Sky Bridge Kingdom Center & Al Faisaliah Tower Riyadh, Saudi Arabia
24
Infrastructure Development Progress in
Vision 2030 is focused on leveraging the country’s geographic location and connecting Asia, Africa, and Europe. As the popularity of the Kingdom as a tourist destination is set to further take off, connectivity becomes paramount to achieving its tourism goals. To realize this, the country has been heavily focusing on enhancing air connectivity through groundbreaking initiatives such as the Saudi Air Connectivity Program. 2023 witnessed the launch of the nation's new air carrier, Riyadh Air, set to begin operations in 2025, and NEOM Airlines, expected to start operating in 2024. Together, these initiatives are part of Saudi Arabia's strategic plan to attract tourists and make it an accessible destination for cross-border visitors.
Aviation industry's contribution to Saudi economy
$74.6 billion by 2030
25
Infrastructure Development Progress in
Upcoming Infrastructure Projects
King Abdulaziz International Airport
King Salman International Airport
Riyadh Air
NEOM Airlines
To start operations by 2025
To start operations in 2024
To welcome 120 million travelers by 2030
To be expanded into one of the world's largest airports by 2031, with a capacity of 114 million passengers a year
In another interesting development, Red Sea Global launched Saudi Arabia’s first seaplane company, FlyRed Sea, designed to transport guests to water-based resorts in the Red Sea and Amaala and offer scenic tours. The cruising space has seen a rise in business activity, with Cruise Saudi, a company fully owned by PIF, leading the development efforts in that space.
In a broader context, the aviation industry’s contribution to the economy will be $74.6 billion by 2030, aiding the country’s ambition to transform into a key tourism and logistics hub. Another significant development is the start of the King Salman International Airport project in Riyadh. Developed with sustainability in mind, the airport will incorporate green technology in its design and aim to achieve Leadership in Energy and Environmental Design (LEED) platinum certification. The new airport will feature six runways, with plans to accommodate up to 120 million travelers by 2030.
26
Infrastructure Development Progress in
As infrastructure sees transformative developments, international companies providing auxiliary services are setting sights on Saudi Arabia as the next leg of expansion. One of them is Grankraft, which recently expanded to Saudi Arabia with the help of the AstroLabs’ on-ground expansion team. Leveraging its multifaceted expertise in design, engineering, manufacturing, and construction, Grankraft spearheads two infrastructural ventures in Saudi Arabia: the Sheybarah South Hotel, a part of the Red Sea Global Island project, and the King Khaled International Airport. Currently, the company is developing a state-of-the-art roof raft for the Shura Island Hotel.
Numerous projects are emerging in the railway space. Notable developments are the Jeddah and Riyadh metros; the latter is one of the largest metro construction projects in the world and is anticipated to include driverless trains. Moreover, a new metro system and bus network are being developed in the holy city of Makkah under the name of the “Makkah Public Transport Program.” The infrastructure projects are likely to increase in the coming period as the country expedites towards becoming one of the largest tourism source markets worldwide.
The knock-on effect of the tourism resurgence will cascade down across the service sector and others associated with tourism, prompting a high demand for innovative solutions necessary to provide a well-rounded value as well as continuous upskilling and reskilling of the country’s tourism workforce. The Kingdom has been focusing on expanding its infrastructure to improve urban mobility and increase transport capacity in a bid to meet the ambitious targets outlined in the National Transport and Logistics Services Strategy entailed in its Vision 2030.
27
Infrastructure Development Progress in
Among these objectives is to secure the 6th place in the global road quality index (RQI) rankings by 2030, moving the country into the 5th place globally in terms of the number of transit passengers, growing the number of international destinations linked to the country to more than 250, and serving 330 million travelers by 2030.
Another notable driver of growth in the tourism sector is ADB Safegate, one of the companies we expanded to Saudi that specializes in Aviation and Aerospace Manufacturing. The global high-growth company has a presence in over 20 geographies and has established a strong footing in the Kingdom – in 2021, it deployed its airfield and gate systems at the Red Sea International Airport and also worked with Riyadh Airport Company to launch a next-generation airport management platform at King Khaled International Airport. Last year, ADB Safegate signed an MoU with Riyadh Airport Company to collaborate on advanced technological solutions that fast-track air management and digital transformation in the aviation sector.
By 2030
5th place
Saudi will take the 5th place globally in number of transit passengers
250+
International destinations linked to Saudi
28
Kingdom's Tourism Draw INSIDE THE
Edge of the World Riyadh, Saudi Arabia
29
Expo 2030 In-Focus: Unlocking New Realms of Possibilities This overarching mission of growing a strong tourism has at its center a conducive business environment. Businesses in Saudi can benefit from tax breaks and access to funding, among other discretionary incentives. With a thriving business landscape in the backdrop, Riyadh is set to host the World Expo 2030, positing the country competitively on the global map of business, innovation, and tourism. The globally-acknowledged event is expected to generate $50 billion in revenues, aiding the country’s efforts to expand and diversify its economy. The country is expected to attract 30 million visitors to the World Expo, 10.3 million of whom are international visitors. The massive turnout will undoubtedly boost the tourism industry as a whole, in addition to stimulating growth in key economic sectors including transportation, real estate, communications, transportation, retail, hotels, and hospitality. The global exhibition will drive $5 billion in revenues in hospitality, $11.5 billion in contracting, and $38 billion in business services. Small businesses are expected to yield about $5.5 billion in revenues.
The Expo serves as a catalyst not only for the expansion of industries but also for creating employment opportunities. It is believed that the Expo will create about 60,000 jobs per year until the date of the exhibition, totaling about 420,000 jobs.
in numbers
$50 billion In revenues 420,000 Jobs created 21.7 million Visitors Site visits 40 million
30
Kingdom's Tourism Draw INSIDE THE
Maraya AlUla, Saudi Arabia
31
AlUla Case Study: Driving Tourism with Cultural Heritage
In 2021, AlUla set its track to further solidify its position as a premier global destination by activating its tourism
sector and empowering local businesses to take the lead in welcoming the world to AlUla.
273 New local job opportunities
284 New partnerships
In 2023, Vibes AlUla graduated 70+ local businesses under the Vibes AlUla SME Enablement program, powered by AstroLabs. The program served as a catalyst for economic impact, meticulously designed to propel SMEs toward success and drive tourism to the Kingdom's heritage site. This created a pull effect behind the Kingdom's tourism draw and unlocked culturally rich tourism experiences, including 227 new hospitality & tourism accommodation units created, 60+ film & media projects, 3 sports equestrian farms, and 98+ food & beverage events. As this region sets out to become the world's largest living museum with an ancient history of more than 200,000 years, it's expected to welcome 2 million tourists annually – these local businesses are at the forefront of driving this growth by attracting global audiences through authentic experiences and exporting to new markets across the world.
SR14 million In revenues
3 Sports Equestrian farms created
227 Hospitality & Tourism New accommodation units created
60+ Arts & Culture Products produced and sold across KSA
32
Conclusion
The coming years hold great promise for the tourism sector in Saudi Arabia, with significant strategic initiatives and economic developments on the horizon. The country has been a magnet for businesses looking to leverage the first-mover advantage and capitalize on new revenue streams and growth opportunities created by revolutionary changes across key sectors of the economy, particularly the tourism and hospitality space. The positive economic outlook is cemented by reputable international bodies such as Fitch, Moody's, and the International Monetary Fund (IMF). Projections indicate stable and resilient economic growth, with forecasts ranging from 2.6% to 4.6% increase in the Saudi economy. The tourism industry is poised to play a significant role in this growth, with a projected market value of $4.3 billion in 2024 and an annual growth rate of 2.58% by 2028. With these positive indicators and the concerted efforts to enhance the tourism sector, Saudi Arabia is well-positioned to capitalize on its immense potential as a leading, fast-growing economy.
The country's commitment to digital innovation and the projected economic growth all bode well for its tourism industry. As travelers from around the world explore the rich cultural heritage, breathtaking landscapes, and warm hospitality that Saudi Arabia has to offer, the Kingdom is well on its way to become a premier tourism destination in the region. For over a decade, AstroLabs has been accelerating its efforts to transform this sector, using its sector-building blueprint. This includes three elements; attracting global tourism-focused businesses that cater to the ever-evolving needs of the market such as RezLive, ADB Safegate, and Grankraft, cultivating local startups & SMEs to further drive economic growth across key sectors as seen in the Vibes AlUla SME Enablement Program, and
integrating corporates to enable cross-sector innovation in close alignment with the public sector.
AstroLabs partnered with PepsiCo and SABIC in 2023 to launch the Mega Green Accelerator, a sustainability-focused program designed to help companies leveraging innovations in sectors such as ecotourism and hospitality to expand and integrate with the Kingdom's economy.
Kingdom's Tourism Draw INSIDE THE
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