Spotlight Riyadh is the official publication of WTM Spotlight Riyadh 2026, showcasing Saudi Arabia’s growing influence on global tourism. Featuring exclusive interviews, destination insight, market intelligence and analysis, it explores Vision 2030, investment, hospitality, technology, sustainability and the fast-growing Saudi outbound travel market. Created by GT Media ME in partnership with RX Global, Spotlight Riyadh connects the leaders, organisations and ideas shaping the Kingdom’s next chapter in tourism.
OFFICIAL PUBLICATION OF WTM SPOTLIGHT RIYADH
RIYADH SPOTLIGHT
Connecting the world to Saudi and Saudi to the world
Effortless hotel bookings now just a click away Explore Makkah and Madinah with ease through a new intuitive multilingual platform with insider tips, top destinations and more, all in one seamless experience. Explore Makkah and Madinah with ease through a new intuitive multilingual platform with insider tips, top destinations and more, all in one seamless experience. Effortless hotel bookings now just a click away
S cSa cnSa c&na E&n xE&pxl Eopxrl oep rl oe r e
Discover AROYA’s New Destinations
SPOTLIGHT RIYADH
”We remain resolute in our pursuit of economic diversification by championing promising sectors. The Kingdom's objective is to achieve a significant boost in tourism, targeting 150 million internal and external visitors by 2030“
HIS ROYAL HIGHNESS PRINCE MOHAMMED BIN SALMAN BIN ABDULAZIZ AL SAUD , Crown Prince and Prime Minister of the Kingdom of Saudi Arabia
Source: Saudi Vision 2030 Annual Report 2025.
SPOTLIGHT RIYADH
Contents
FOREWORDS
THE EXPERIENCE ECONOMY
6–9
56–83
58 62 64 68 70 72 78
The experience economy
6 7 8
Editor
AlUla
WTM Spotlight Riyadh
The Saudi traveller
UN Tourism
AROYA
Destination hotspots
THE TRANSFORMATION
10–25
Sports tourism
12 18 20
Religious tourism
Saudi’s growth story
The Saudi tourism economy
THE GLOBAL EXCHANGE
84–91
Global travel trends
86 88 90
Business events
THE ENGINE
Riyadh, the global meeting place
28–54
Saudi Arabia's health tourism
30 36 38 46 50 52 54
Building tourism projects
Tourism as an asset class
BEYOND 2030
92–96
The next hotel cycle
94
What comes next: future Saudi
Saudi Arabia’s AI vision
Almosafer
Tech trends
Visa
W TM SPOTLIGHT RIYADH | 5
• EDITOR’S FOREWORD
Saudi takes the spotlight The inaugural edition of Spotlight Riyadh captures a compelling two-way tourism story, as Saudi welcomes the world and its own travellers discover it
RIYADH SPOTLIGHT
Published by GT Media ME Ltd
SCAN QR CODE TO VIEW DIGITAL EDITION
2 0-22 Wenlock Road, London N1 7GU. United Kingdom +44 207 9812579 www.gtmediame.com Contacts Publisher Khaled Algaay ENVELOPE kalgaay@gtmediame.com Editorial Director: Gemma Greenwood ENVELOPE gemma@gtmediame.com Publishing Consultant Lucie Winter ENVELOPE lucie.winter@gtmediame.com Director of Markets: Beth Thomas ENVELOPE beth.thomas@gtmediame.com Partnerships Manager: Hayley Field ENVELOPE hayley.field@gtmediame.com
S audi Arabia’s rise in tourism has been remarkable, even by the standards of a country known for thinking at scale. An OECD comparison of 53 countries identified it as the world’s fastest-growing tourism destination, with international arrivals in 2025 standing 67% above 2019 levels. It is a shift that has positioned the kingdom firmly on the global travel industry’s agenda. WTM Spotlight Riyadh and this inaugural publication have been created for this moment. Both are built around a market moving in two directions. Saudi Arabia is attracting growing international interest, while travellers based in the kingdom are becoming an increasingly influential outbound audience. The show brings domestic and international travel products, buyers, industry leaders and consumers together around that exchange, and the publication carries the same conversation forward. The story reaches across aviation, hospitality, investment, technology, culture and the changing expectations of travellers. What connects those elements is the speed and intent with which Saudi Arabia is building its tourism economy. Backed by US$800 billion in tourism and infrastructure investment, the kingdom has the opportunity to develop integrated tourism ecosystems at scale rather than add destinations and attractions piecemeal. Transport, hotels, culture, entertainment, nature, communities and digital services can be considered together from the outset, creating places designed for the way people want to travel now and in the decades ahead. That freedom to start with a clean sheet is also helping Saudi Arabia take the lead in areas that will matter far beyond its borders. AI is moving into the practical business of travel, from visas and visitor planning to operations and destination management. Responsible tourism is being embedded from the outset through conservation, heritage protection and community participation and engagement. For the international industry, that creates a rare combination. Saudi Arabia is a destination to discover, a source market to understand and a place where new models for tourism are being tested at extraordinary scale. The kingdom has never been shy of thinking big, but now the world is watching, visiting and, increasingly, taking notes.
DISCLAIMER Spotlight Riyadh, an official WTM Spotlight Riyadh publication, is published by GT Media ME Ltd. The publisher, editor and contributors reserve their rights in regards to copyright of their work. No part of this work covered by the copyright may be reproduced or copied in any form or by any means without the written consent of the publisher. No person, organisation or party should rely or on any way act upon any part of the contents of this publication without first obtaining the advice of a fully qualified person. This publication and related products are sold and distributed on the terms and condition that: • The publisher, contributors, editors and related parties are not responsible in any way for the actions or results taken any person, organisation or any party on basis of reading information, stories or contributions in this publication, or related products. • The publisher, contributors and related parties are not engaged in providing legal, financial or professional advice or services. The publisher, contributors and editors disclaim any and all liability and
The publisher, editors, contributors and related parties shall have no responsibility for any action or omission by any other contributor, consultant, editor or related party. Spotlight Riyadh is published by GT Media ME Ltd under licence from Reed Exhibitions Limited. The copyright in the design and content of Spotlight Riyadh is owned by GT Media ME Ltd, Reed Exhibitions Limited and its licensors. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form, by any means – electronic, photocopying or otherwise – without the prior written permission of Reed Exhibitions Limited. All Exhibitors’ entries have been supplied by the companies listed in Spotlight Riyadh, and while great care has been taken to ensure that the details are correct, neither Reed Exhibitions Limited nor the publisher of Spotlight Riyadh, accepts responsibility for any error, omission or claims made in Spotlight Riyadh, or at the exhibition. The WTM Spolight Riyadh logo is a trademark of Reed Exhibitions Limited. RELX Group, RE symbol, Reed Exhibitions and Reed Travel Exhibitions are trademarks of RELX Group plc.
GEMMA GREENWOOD Editorial Director, Travel & Tourism, GT Media ME Ltd
6 | SPOTLIGHT RIYADH or consumer of this publication or not in regards to the consequences and outcomes of anything done or omitted being in reliance whether partly or solely on the contents of this publication and related products. responsibility to any person or party, be they a purchaser, reader, advertiser
PLEASE RECYCLE
FOREWORD •
Connecting the world to Saudi Arabia and Saudi Arabia to the world As Saudi Arabia continues to reshape the global tourism landscape, WTM Spotlight Riyadh marks the beginning of a new platform for collaboration, insight and opportunity. Bringing together key voices from across travel, it creates a focused environment where ideas are shared, partnerships take shape and new commercial opportunities emerge.
F ew destinations have transformed the global tourism landscape as rapidly as Saudi Arabia. Guided by Vision 2030, the kingdom has opened new horizons for travellers, investors and the wider industry, creating opportunities that would have seemed unimaginable only a few years ago. Tourism has become one of the country's defining success stories, driven by ambition, innovation and a determination to redefine how the world experiences Saudi Arabia. The inaugural WTM Spotlight Riyadh has been created in response to this transformation. As a focused new platform, it offers travel businesses a dedicated opportunity to engage with one of the world's fastest-evolving tourism markets, exchange ideas, build partnerships and identify new avenues for commercial growth. This first edition marks the beginning of that journey, with a clear ambition to connect the world to Saudi Arabia and Saudi Arabia to the world Building on that ambition, WTM Spotlight Riyadh has been designed to create a targeted environment for commercial exchange, bringing together a mix of destinations, tourism organisations, travel suppliers, buyers, industry leaders and travellers. Its distinctive B2B2C model combines focused business engagement with traveller insights, creating richer conversations and laying the foundations for a platform that can grow alongside Saudi
Arabia's tourism sector. The timing could not be more significant. Saudi travellers are increasingly influencing global demand through their appetite for authentic, personalised and premium experiences. Within the kingdom, sustained investment in hospitality, culture, entertainment and infrastructure continues to strengthen Saudi Arabia's appeal as an international destination. WTM Spotlight Riyadh provides a natural forum for these conversations, where international partners can engage with one of the world's fastest-evolving tourism markets and explore the opportunities it presents. Our ambition is for WTM Spotlight Riyadh to become a platform that evolves alongside Saudi Arabia's tourism sector, fostering collaboration, encouraging innovation and strengthening relationships between Saudi and international travel businesses. The conversations that begin here have the potential to support new partnerships and commercial opportunities as the platform develops in the years ahead. This inaugural edition has been made possible through the vision and commitment of our partners, exhibitors, buyers, speakers and industry leaders. Their support has helped lay the foundation for what we believe could become an increasingly important platform for connecting Saudi Arabia with international travel markets. As you
experience WTM Spotlight Riyadh, I hope you discover new opportunities, build lasting relationships and gain fresh insight into one of the world's most exciting tourism markets. More than that, I hope you leave with a sense that this is only the beginning, not just for WTM Spotlight Riyadh, but for the partnerships, ideas and opportunities that can grow from the connections made here. "Our ambition is for WTM Spotlight Riyadh to become a platform that evolves alongside Saudi Arabia's tourism sector, fostering collaboration, encouraging innovation and strengthening relationships between Saudi and international travel businesses”
DANIELLE CURTIS Regional Portfolio Director – UAE, RX
SPOTLIGHT RIYADH | 7
• FOREWORD
Tourism with purpose
Shaikha Al Nuwais , Secretary- General of UN Tourism, reflects on Saudi Arabia’s remarkable tourism transformation and the role of partnerships in turning growth into lasting opportunity
F ew transformations in global tourism have moved as fast, or mattered as much, as Saudi Arabia’s. The Kingdom has already surpassed its initial goal of 100 million annual tourists well ahead of schedule. And now it’s aiming even higher, seeking to welcome 150 million domestic and international tourists a year by 2030. Just a decade ago, such numbers would have seemed impossible. But Saudi Arabia has shown that, with the clarity of Vision 2030, backed by a strong political will to place the sector as a leading sector for growth, sustainability and inclusion, in tourism, nothing is impossible. UN Tourism has been proud to have a front row seat to witness, champion and support this remarkable transformation. We opened our Regional Office for the Middle East in Riyadh in 2021. From here, we are working to help shape the future of our sector in the region. At the same time, the Office is home to our global Tourism for Rural Development Programme, created to accelerate the power of tourism much beyond a few popular destinations. Our sector can be a vital driver of growth and opportunity in rural communities, places that have struggled to keep their young people from leaving to major cities or preserve their heritage. Saudi Arabia has been playing a leading role in shaping this agenda. It was under Saudi Arabia’s G20 Presidency that UN Tourism developed the AlUla Framework for Inclusive Community Development through Tourism
in 2020. Inspired by the Framework, the Best Tourism Villages by UN Tourism initiative implemented from Riyadh has recognised hundreds of rural destinations around the world, including Saudi villages Rijal Almaa and AlUla Old Town. Whenever I have the pleasure of visiting a community in the Best Tourism Villages Network, I see what sustainable and inclusive tourism looks like in action. It’s not only about the number of tourists, but the positive impact they have on real people and places. It’s about income staying local, about decent jobs being created for women and young people who would otherwise have left, or about cultural heritage and creativity that thrives because a community can turn it into economic opportunity. That’s not to say the road is easy. Rural destinations often lack the basic infrastructure that visitors or investors expect. There are other serious gaps, too: finance, availability of skilled workers, or digital infrastructure. This is exactly why events like WTM Spotlight Riyadh matter so much. Because unlocking tourism as a force for good is not something any single actor, be it a government, communities, or private investors, can deliver on their own. Rather, it requires the very kind of public- private-community partnerships that this event is designed to spark; policymakers, investors and industry leaders together in the same room in a city that shows how to make the impossible possible.
"Saudi Arabia has shown that, with the clarity of Vision 2030, backed by a strong political will to place the sector as a leading sector for growth, sustainability and inclusion, in tourism, nothing is impossible”
8 | SPOTLIGHT RIYADH
A LANDSCAPE CARVED
BY TIME AND TOOL
experiencealula.com
The Transformation
Vision 2030 began as a blueprint for Saudi Arabia. Ten years on, its reach extends much further, creating new markets, new flows of capital and a generation of consumers with growing influence at home and around the world
management in 2015 to more than $900 billion today and invested more than $199 billion in new projects in Saudi Arabia between 2021 and 2025. Its new 2026-2030 strategy explicitly sets out to attract global partners into Saudi ecosystems while continuing to invest internationally. Tourism, travel and entertainment is one of six sectors at the centre of that strategy. International investment is following that momentum, with Saudi Arabia rising to 13th among the world’s largest recipients of foreign direct investment in 2025 after attracting SAR136 billion (US$36.21 billion) in inbound Foreign Direct Investment (FDI). Saudi opportunity does not stop at the border. PIF's global portfolio includes a 15% stake in London’s Heathrow Airport, one
example of Saudi capital taking positions in assets central to international travel and commerce. At the same time, global destinations are looking increasingly closely at the Saudi consumer. Around 71% of Saudis are under 35, with an average age of just 26.6, while spending through official payment channels reached SAR1.57 trillion ($418.6 billion) in 2025. That combination – youth, spending power, outward-looking capital and an economy actively seeking international participation – is what makes the transformation relevant far beyond Saudi Arabia. For businesses around the world, Saudi’s transformation is opening up opportunities to invest, partner, sell to a growing consumer market and engage with an increasingly influential generation of travellers.
THE DECADE THAT CHANGED THE EQUATION
When Vision 2030 was launched in 2016, its central challenge was bigger than tourism: build a more diversified economy, expand private enterprise, create opportunities for a young population and open Saudi Arabia more fully to the world. A decade later, the results are visible across business, cities, technology, culture, entertainment and everyday life. Non-oil activity now accounts for more than half of GDP, while the private sector contributed 51% of GDP in 2025. Tourism is one of the most visible expressions of that change, but it sits within a much bigger investment story. The Public Investment Fund (PIF) has grown from $150 billion in assets under
10 | SPOTLIGHT RIYADH
Left: Mayara, AlUla, encapsu- lates Saudi’s transformation, bringing new perspectives to an ancient land
THE BIG NUMBERS 50-55% Non-oil GDP contribution in 2025 65% Non-oil GDP contribution 2030 target $900BN+ PIF assets under management, up from $150bn in 2015 $199BN+ Invested by PIF in new Saudi pro- jects between 2021 and 2025 51% Private-sector contribution to Saudi GDP in 2025 13TH Saudi Arabia’s global ranking among the largest recipients of FDI in 2025, attracting SAR136bn ($36.2bn) in inbound FDI 71% Of Saudis are under 35 26.6 Average age of a Saudi citizen SAR1.57TN (US$418.6bn) Spent through official payment channels in 2025, a useful measure of the scale of the Saudi consumer economy
“After a decade of progress under Vision 2030, our nation has shown how ambition can be turned into real results”
HRH Prince Mohammed bin Salman Al Saud, Crown Prince and Prime Minister, Saudi Arabia
Sources: Saudi Vision 2030 Annual Report 2025; Public Investment Fund; General Authority for Statistics (GASTAT); Saudi Central Bank (SAMA), UNCTAD.
SPOTLIGHT RIYADH | 11
Saudi’s tourism growth story
S audi Arabia’s Vision 2030, approved in April 2016, launched one of the world’s most ambitious economic transformation programmes. Tourism quickly emerged as a central pillar, driving investment, infrastructure, culture and global connectivity. This timeline tracks the defining milestones that transformed the kingdom from a largely closed destination into one of the fastest- growing tourism markets in the world. From closed kingdom to global tourism powerhouse – the milestones charting Saudi’s rapid tourism progress under Vision 2030
THE GIGA-PROJECT ERA DAWNS
2017: RCU is tasked with AlUla’s transformation
JANUARY NEOM imagines the future Saudi Arabia reveals NEOM, the $500 billion futuristic mega-city on the Red Sea coast. The project is designed to combine tourism, innovation and sustainable living. JULY RCU established to transform AlUla The Royal Commission for AlUla (RCU) is created to transform the ancient desert region into a global heritage destination. Development focuses on archaeology, culture and luxury tourism.
AUGUST Luxury tourism finds a Red Sea coastline Saudi Arabia reveals The Red Sea Project, an ultra-luxury tourism development spanning islands, coastline and nature reserves. Sustainability and regenerative tourism become central themes. OCTOBER Qiddiya launches as upcoming mega city Qiddiya emerges as a giant entertainment, sports and cultural destination near Riyadh. The project is designed to anchor Saudi Arabia’s future leisure economy.
PHASE 1: LAYING THE FOUNDATIONS (2016-2020)
2017
2016
2018
CULTURE STEPS INTO THE SPOTLIGHT SEPTEMBER AMAALA raises the luxury stakes
A NEW TOURISM ERA BEGINS
JUNE From reform to action with NTP The government rolls out the National
APRIL Vision 2030 sets the course Crown Prince Mohammed bin Salman sets out Vision 2030, positioning tourism as a major driver of economic diversification. The strategy introduces long-term targets for culture, infrastructure, investment and quality of life.
Transformation Programme (NTP) to oversee delivery across ministries and public bodies. Tourism development, heritage protection and visitor infrastructure become early priorities. OCTOBER Entertainment enters the picture with GEA Saudi Arabia creates the General Entertainment Authority (GEA) to develop a new entertainment economy. The move signals a major shift towards leisure, events and domestic tourism.
The Public Investment Fund reveals AMAALA as a luxury wellness and lifestyle destination on the Red Sea coast. The development targets high-end global travellers focused on wellbeing and sustainability. Ministry of Culture established Saudi Arabia creates a dedicated Ministry of Culture and establishes specialist commissions across film, fashion, music and heritage. The initiative accelerates cultural tourism development nationwide.
Edge of the World: Vision 2030 sets new horizons
12 | SPOTLIGHT RIYADH
THE TRANSFORMATION: VISION 2030 •
2019: e-visas open the doors to global travellers
SAUDI OPENS TO THE WORLD
SEPTEMBER National tourism strategy launched Saudi Arabia sets out a tourism strategy aligned with Vision 2030, targeting major visitor growth and global investment. Giga- projects become the centrepiece of the Kingdom’s tourism expansion. SEPTEMBER E-visas open the doors to global travellers Saudi Arabia opens tourist e-visas for citizens of 49 countries, opening the kingdom to international leisure travel for the first time. The move marks a historic turning point for inbound tourism.
OCTOBER I naugural Riyadh Season kicks off
The first Riyadh Season festival arrives with concerts, entertainment and large-scale attractions across the capital. The event quickly becomes one of the region’s biggest tourism drivers.
2019
2020
BUILDING A GLOBAL TOURISM BRAND
2020: Hegra launched as major attraction to global audience
MARCH Saudi Tourism Authority and Visit Saudi launched
Saudi Arabia creates the Saudi Tourism Authority (STA) to promote the kingdom as a global tourism destination, develop tourism products and foster partnerships to support this mandate. It manages the consumer-facing Visit Saudi brand, launched at the same time. The government establishes the Tourism Development Fund with SAR15 billion (US$4 billion) in capital to support tourism investment. The fund becomes a key enabler for hotels, attractions and tourism-related infrastructure. OCTOBER AlUla sites fully reopen AlUla reopens major heritage sites including Hegra and Dadan as year-round attractions. This elevates the region’s status as a luxury cultural tourism destination. JUNE Tourism Development Fund created
DECEMBER Winter at Tantora debuts
AlUla launches its first major international festival, attracting global performers and visitors to the historic desert region. The event helps position AlUla as a year-round cultural destination.
2018: the PIF unveils AMAALA
SPOTLIGHT RIYADH | 13
GLOBAL RECOGNITION ARRIVES
MARCH Riyadh Air to take flight
2023: Saudi exceeds tourism target
Thee Ain, Al Bahah: Sau- di sets out plans to plant billions of trees (2021)
The PIF reveals Riyadh Air as a new national carrier designed to expand global connectivity. The airline becomes central to plans for long-term tourism growth, connecting Riyadh to more than 100 destinations. First on the network list are Dubai and London.
SUSTAINABILITY JOINS THE STRATEGY
JANUARY Cruise Saudi gets on board
OCTOBER First guests arrive at The Red Sea
The Public Investment Fund creates Cruise Saudi to develop a domestic cruise industry and modernise port infrastructure. Jeddah becomes the kingdom’s first major cruise gateway.
The Red Sea destination welcomes its first visitors following the opening of Red Sea International Airport. The milestone marks the operational debut of one of Saudi Arabia’s flagship tourism projects. SEPTEMBER Riyadh hosts World Tourism Day Saudi Arabia hosts the largest World Tourism Day celebrations in history, bringing together tourism leaders from more than 120 countries. The event highlights the kingdom’s growing role in the sector. NOVEMBER Riyadh wins Expo 2030 bid Riyadh is officially selected to host Expo 2030 after securing a decisive international vote. The event is expected to accelerate investment, infrastructure and visitor growth.
MARCH Saudi Green Initiative announced
Saudi Arabia sets out plans to plant billions of trees, expand renewable energy and reach net-zero emissions by 2060. Sustainability becomes increasingly linked to tourism development. MAY UN Tourism regional office opens in Riyadh UN Tourism opens its first Middle East regional office in Riyadh. The move strengthens Saudi Arabia’s influence in global tourism policy and regional development.
2021
2023
PHASE 2: ACCELERATION (2021-2025)
2022
TOURISM GETS SMART
2022: At-Turaif, Diriyah opens as a major heritage destination
FEBRUARY Digital Tourism Strategy supports growth Saudi Arabia rolls out a national digital tourism strategy focused on technology, smart services and visitor experience. The programme aims to modernise the sector ahead of future growth. JUNE Tourism Pioneers programme puts Saudis first The Ministry of Tourism rolls out a national skills initiative to train 100,000 young Saudis for hospitality and tourism careers. Workforce development becomes a major Vision 2030 priority. At-Turaif in Diriyah officially opens as a major heritage tourism destination. The UNESCO-listed site showcases the birthplace of the Saudi state. Dining destination, Bujairi Terrace, opens soon after, with Michelin-starred restaurants part of the offering. DECEMBER Diriyah opens to the public
14 | SPOTLIGHT RIYADH
THE TRANSFORMATION: VISION 2030 •
Riyadh Season 2025 attracted more than 17 million visitors
TOURISM SCALE REACHES NEW HEIGHTS NOVEMBER UN Tourism General Assembly hosted in Riyadh Saudi Arabia hosts the 26th UN Tourism General Assembly, focused on AI, sustainability and the future of travel. The event, staged at the Mandarin Oriental Al Faisaliah Hotel in Riyadh, reinforces the kingdom’s growing leadership role in global tourism. DECEMBER Six Flags Qiddiya rolls in with thrilling rides Hotly anticipated theme park, Six Flags Qiddiya, opens with record- breaking attractions including Falcon’s Flight, the world’s tallest and fastest rollercoaster. The opening marks a major milestone for Saudi entertainment tourism.
TOURISM TARGET REACHED EARLY
2025 SUCCESS IN NUMBERS Saudi Arabia records 123 million visitors and $81 billion in tourism spending as the sector continues rapid expansion. Riyadh Season brings in more than 17 million visitors, Saudi Summer 2025 reports 24 million domestic tourists and $10 billion spend, while giga-projects continue scaling operations and attracting more visits.
Saudi Arabia surpasses its original Vision 2030 target of 100 million annual visitors seven years ahead of schedule, recording 106.2 million visits in 2023. The kingdom subsequently raises its goal to 150 million annual visitors by 2030.
2025
2024
TOURISM ENTERS THE GLOBAL MAINSTREAM
MAY Tourist e-visa expanded Saudi Arabia broadens its e-visa programme to include 66 countries, simplifying entry for millions of travellers. The move supports the kingdom’s push for higher international arrivals.
OCTOBER Sindalah officially opens
NEOM opens Sindalah, its first completed luxury island destination in the Red Sea. The development targets the global yachting and high-end leisure market.
DECEMBER Saudi Arabia confirmed as FIFA 2034 host
FIFA officially awards the 2034 World Cup to Saudi Arabia. The tournament is expected to drive major investment across tourism, hospitality and transport infrastructure.
DECEMBER AROYA Cruises makes waves
2024: Saudi’s Red Sea coast profile elevated with new destinations and a cruise line
AROYA Cruises enters service as the first Arabian cruise line. The brand introduces a regional cruise experience tailored to Middle Eastern travellers, with its first voyage setting sail in the Red Sea.
SPOTLIGHT RIYADH | 15
THE DELIVERY YEARS Phased development of King Salman International Airport The new airport (KSIA) will be built in phases over the next four years, transforming Riyadh into a major global aviation hub. Encompassing the existing King Khalid Airport, it is designed to handle up to 120 million passengers annually by 2030. KSA to host the AFC Asian Cup in 2027 Strengthening Saudi’s credentials as a global destination for notable sporting events, with infrastructure and hospitality projects supporting the tournament. Giga-projects come to fruition NEOM, Red Sea Global, Diriyah, Qiddiya and more will continue their phased openings over the next few years. New resorts, attractions and transport links will expand the kingdom’s tourism capacity. Hotel inventory will swell in line with demand Saudi Arabia currently has one of the world's most aggressive hotel development pipelines, with approximately 362,000 keys planned for delivery by 2030. As of early 2026, around 94,500 to 99,500 rooms were under active construction or in final planning stages, representing a massive expansion beyond the existing 171,650 keys.
The Holy City of Makkah is a hotbed of new hotel developments
PHASE 3: FINAL DELIVERY (2026-2030)
2027– 2029
2026
DELIVERY MODE ACTIVATED Vision 2030 moves into its final stretch Saudi Arabia enters the final delivery stage of Vision 2030, focused on turning investment and infrastructure into long-term economic impact. Tourism expansion becomes central to the programme’s future success. Tourism growth accelerates Following record visitor numbers in 2025, Saudi Arabia intensifies efforts towards its upgraded target of 150 million annual visitors by 2030. Aviation, giga-projects, new regional tourism destinations, and events remain key growth drivers.
Right: Rijal Village, Aseer Region – one of many new tourism destinations on the horizon
16 | SPOTLIGHT RIYADH
THE TRANSFORMATION: VISION 2030 •
THE NEXT CHAPTER
Vision 2030 becomes a launchpad for long-term growth Rather than an endpoint, Vision 2030 is designed as the foundation for Saudi Arabia’s next phase of economic and social transformation. The kingdom’s post-2030 strategy is expected to focus on advanced technology, sustainability and global competitiveness. unveil a successor framework, widely referred to as Vision 2040, before the end of the decade. The strategy is likely to prioritise artificial intelligence, biotechnology, advanced manufacturing and further non-oil economic growth. Vision 2040 takes shape Saudi Arabia is expected to
boom well into the next decade. Both events are positioned as catalysts for long-term investment, connectivity and international visibility.
Sustainability targets move centre stage
The Saudi Green Initiative continues beyond 2030 with ambitions to expand renewable energy generation and achieve net-zero emissions by 2060. Future development is expected to place greater emphasis on green technology and low-carbon tourism. Giga-projects evolve into economic hubs Projects including NEOM, The Red Sea and Qiddiya are planned as multi-decade developments extending beyond 2030. The long- term aim is for these destinations to become fully operational economic centres driving tourism, innovation and exports.
Mega-events keep momentum building
Qiddiya City is one of many multi-dec- ade developments
Expo 2030 and the 2034 FIFA World Cup are expected to extend Saudi Arabia’s tourism and infrastructure
BEYOND 2030
2030
THE VISION TARGET YEAR Expo 2030 to showcase KSA transformation Bringing millions of visitors and nearly 200 participating nations to Riyadh, the event becomes the global showcase for Saudi Arabia’s transformation under Vision 2030. Tourism now a major economic pillar The 2030 goal is for tourism to contribute at least 10% to national GDP and support 1.6 million jobs. The sector is earmarked as one of the kingdom’s most important engines of diversification by this date. 150 million annual visitors targeted A diversified tourism offering, world-class events roster and expanded connectivity, domestically and internationally, are the strategic levers to meet this goal, positioning the kingdom among the world’s leading tourism destinations.
Expo 2030 will showcase Saudi's transformation under Vision 2030
SPOTLIGHT RIYADH | 17
The Saudi tourism economy in numbers
TOURISM #S
RELIGIOUS TOURISM
TOURISM INVESTMENT
2025 123MN Visitors +6% YoY $81.1BN Spend +7% YoY 29.3MN International arrivals $47.1bn spend Q1 2026 37.3MN
2025 19.5MN Foreign pilgrims +5.4% YoY 2026 1.707MN ECONOMIC IMPACT $178BN GDP contribution (2025) +7.4% YoY Outpacing growth 4.1% global 5.3% Middle East 46% Share of ME T&T economy 8.2% Growth in visitor spending Hajj pilgrims +2.04% YoY
$800BN Committed to 2030 +$3BN Investment in 2025
$1TN Value of Saudi giga-projects
Visitors +8% YoY
VISION 2030 TARGET 150MN+ Visitors
DOMESTIC
2025 93.3MN Trips $33.9BN Spend Q1 2026 28.9MN Visitors +16% YoY
Outpacing 3.2% global growth 1MN+ Employed in tourism
18 | WTM SPOTLIGHT RIYADH 18 | SPOTLIGHT RIYADH
THE TRANSFORMATION: DATA •
AIR TRAVEL
HOTEL PIPELINE 171,650+ Rooms (Q3, 2025) +18% Growth to 2027 358,000 Rooms planned MICE & BUSINESS TRAVEL $3.54BN MICE market size (2026) 9.82% CAGR $5.65bn by 2031 +55% Total business travel spend (2025)
CRUISE SECTOR 10 Cruise destinations by 2030 1.33MN Cruise passengers by 2037 THE SAUDI TRAVELLER 9.6MN Outbound trips (2025) +7% Outbound nights growth 110MN Nights by 2030 $27.5BN Outbound spend (2025) 8.2% CAGR $47.8bn by 2032 19TH Largest outbound market globally
Passengers 140MN 2025 +9.6% YoY 330mn by 2030 Global connectivity 2nd busiest route globally 2025 Jeddah-Cairo: 5.8mn seats 176 Destinations (2025) 250+ by 2030
10.4BN Inbound business
travel value +65.6% YoY 10% Exhibitions growth 2020-2025 +$2.67BN GDP impact
Sources: Vision 2030 Annual Report 2025; Saudi Ministry of Tourism; Saudi GASTAT; WTTC; GACA; Mordor Intelligence; OAG; Coherent Market Insights, Knight Frank, Tourism Economics
W TM SPOTLIGHT RIYADH | 19 SPOTLIGHT RIYADH | 19
• THE TRANSFORMATION: TRAVEL TRENDS
The new rules of global travel
T ravel and tourism is one of the world’s most resilient economic sectors and in 2026, traveller appetite to globe trot shows no signs of abating. It’s building on a strong and growing base with UN Tourism estimating that 1.52 billion international tourists travelled in 2025, up 4% year on year, while the Middle East remained 39% ahead of 2019 levels. Recent tensions in the Middle East have tested routes and travel plans both regionally and globally, but it has also underlined the sector's hardiness, supported by strong aviation networks, rapid operational responses and the depth of domestic and regional demand. Saudi Arabia stands out within this wider story. According to OECD data comparing international tourist arrivals across 53 member and partner countries, the kingdom recorded the strongest growth between 2019 and 2025. International arrivals reached 29 million in 2025, 67% above pre- pandemic levels, making Saudi Arabia the world’s fastest-growing tourism destination over the period. Morocco ranked second with growth of 53%, followed by Egypt at 47%, underlining the increasing appeal of the Middle East and North Africa. The wider Saudi tourism economy also reached new highs. In 2025, the kingdom welcomed an estimated 123 million domestic and inbound tourists, generating a record SAR 304 billion (US$81.1 billion) in spending. Domestic demand remained a powerful foundation in the first quarter of 2026, when 28.9 million Saudi residents travelled within the country, up 16% year on year, spending SAR 34.7 billion ($9.3 billion).
Global tourism is growing, diversifying and becoming more experience-driven, connected and conscious of its wider impact. Saudi Arabia has emerged as the world's fastest-growing major destinations since opening to international leisure tourism in 2019 and is closely aligned with these changes, supported by strong domestic demand, an influential outbound market and a pipeline of destinations and global events built for the traveller of the future.
This fast-paced scale-up is impressive, but the stronger story is strategic alignment. Saudi Arabia is expanding at a time when global tourism is becoming more purposeful, more geographically diverse, more connected and more accountable for the value it creates. The kingdom’s two upcoming mega events, Expo 2030 Riyadh and the FIFA World Cup 2034, will add two major international milestones to a pipeline that already spans heritage, nature, coast, culture, entertainment, faith and business travel. The following trends reveal where global demand is heading and how Saudi is positioning itself to meet it.
Main Pic: Dining with a view at Taif - moment-driven travel is a global trend that Saudi naturally taps into
20 | SPOTLIGHT RIYADH
WHY BEFORE WHERE Travellers are increasingly beginning with a motivation rather than a destination. Hilton's 2026 Trends Report describes the rise of the 'whycation', with journeys driven by rest, reconnection, culture, personal passions and the desire for more meaningful time together. Booking.com's Travel Predictions reaches a similar conclusion: travel is becoming more individual, experimental and closely connected to identity. Saudi's strategic advantage lies in the range of reasons it can offer people to travel. AlUla brings archaeology, art, nature and wellness into one destination. The Red Sea combines marine landscapes,
luxury, and conservation, while AMAALA presents a new take on high-end wellness and wellbeing. Diriyah offers an encounter with the birthplace of the Saudi state, while Qiddiya is centred on play, sport and entertainment. Jeddah, Riyadh, Asir and the Holy Cities provide very different urban, cultural, climatic and spiritual propositions. The trick is to avoid presenting this eclectic and truly outstanding offering as one vast collection of attractions. The strongest products will begin with the traveller's purpose, whether that is discovery, family connection, faith, adventure, restoration or a major live event, and then connect several Saudi experiences
around it. This also applies domestically. As Saudi residents explore more of their own country, the breadth of the offer can support repeat travel rather than a one-off visit to a newly opened destination. NEW CENTRES OF DEMAND The global travel map is expanding beyond its traditional source markets. Visa Business and Economic Insights finds that affluent travellers account for as much as one quarter of global travel spending, while the populations able to travel frequently and spend at premium levels are growing across Asia-Pacific, the Middle East and
SPOTLIGHT RIYADH | 21
• THE TRANSFORMATION: TRAVEL TRENDS
and forecasts it to reach $47.8 billion by 2032, an annual growth rate of 8.2%. Saudi travellers are commercially important because they combine scale with high expectations. They travel as couples, families and multigenerational groups, value premium accommodation and full- service aviation, and increasingly look beyond established favourites to new destinations. Their preferences for privacy, generous space, Arabic-language support, flexible dining, shopping and tailored experiences are encouraging international hotels, airlines and destinations to rethink their offer. For Saudi inbound tourism, the lesson works in reverse. International growth will depend on understanding the differences between GCC, Asian, African, European and other visitors rather than addressing them as one global audience. Product design, language, payments, distribution and service all need to reflect the market being targeted. In the meantime, establishing air connectivity to key source markets is high on the agenda, in a bid to stimulate demand and support travel partners in selling Saudi. In July, Saudi Arabia’s Air Connectivity Programme signed an MoU with premium leisure carrier beOnd to explore direct air routes linking Red Sea International Airport with six major European cities. The proposed all-premium services would connect London, Paris, Moscow, Milan, Munich and Zurich to the luxury destination.
"Saudi consumers accustomed to fast digital services at home will increasingly judge international destinations by the same standard"
Latin America. Demand between emerging markets is rising too, creating new regional and intercontinental travel corridors. Saudi Arabia sits on both sides of this change. It is a rapidly growing destination, a potential gateway between Asia, Africa, Europe and the wider Middle East, and an influential outbound market in its own right. Coherent Market Insights, cited by WTM Spotlight, values Saudi outbound tourism at $27.5 billion in 2025
Below: Six Senses AMAALA: the luxury Red Sea destination presents a new take on high-end wellness
22 | SPOTLIGHT RIYADH
THE TRANSFORMATION: TRAVEL TRENDS •
THE JOURNEY IS THE PRODUCT A destination may be compelling, but the booking can still be lost if the journey feels complicated. Travellers now move between social media, AI tools, search engines, online travel agencies, brand platforms and human recommendations. Amadeus describes this blended behaviour as 'Travel Mixology', while its Travel Trends 2026 research records a 64% annual increase in the use of AI for travel. The important development is bigger than the latest planning tool. Travellers expect inspiration, visas, transport, accommodation, payments, local mobility and customer support to work as one journey. Real- time accuracy matters. So do clear disruption updates, intuitive transfers and the ability to move between digital convenience and human help. Saudi is able to build greater integration into a visitor economy that is still being developed. The tourism eVisa, the Riyadh Metro, the Haramain High-Speed Railway, expanding air links and new destination transport systems are individual pieces of a larger opportunity: making a country of continental scale feel easy to navigate. Better connections can encourage visitors to combine Riyadh with Diriyah or Qiddiya, Jeddah with Makkah and Madinah, or AlUla with the Red Sea coast. This expectation also travels outbound. Saudi consumers accustomed to fast digital services at home will increasingly judge international destinations by the same standard, raising the value of Arabic content, mobile-first booking, frictionless payments and responsive family travel support. TRAVEL FOLLOWS THE CALENDAR Sport, concerts, festivals, exhibitions and cultural programming are becoming direct triggers for travel Mastercard Economics Institute's Travel Trends 2025, based on aggregated and anonymised transaction data, demonstrates the economic effect: German visitor spending in London rose 61% year on year around the UEFA Champions League Final, while Spanish spending increased 148%. Japanese visitor spending in Los Angeles surged 91% around Shohei Ohtani's World Series appearance. Saudi Arabia is investing heavily in this attention economy. Formula 1, Riyadh Season, esports, boxing, football, film, music and cultural festivals have introduced the country to audiences who may not have previously considered visiting. Expo 2030 Riyadh, expected to attract more than 42 million visits over six months, and the FIFA World Cup 2034 will extend that reach on a different scale. The strategic play is to turn a date in the calendar into a wider journey. A fan, delegate or concertgoer can become a leisure visitor who stays longer, explores another region and returns with family or friends. Expo can present Riyadh as a global meeting point while creating a lasting cultural and business district. The World Cup can distribute demand across host
THE TWO-WAY CHINA CONNECTION China is emerging as one of Saudi Arabia’s most important source markets, supported by stronger air links, easier group travel and growing demand for cultural experiences. Saudi Arabia received China’s Approved Destination Status in July 2024, allowing it to market group travel directly, while “China-ready” measures include Mandarin airport signage, tailored products and enhanced payment systems. Connectivity is accelerating. Flights between Greater China and Saudi Arabia increased 91% in 2025, with direct services linking Riyadh, Jeddah and Dammam to Beijing, Shanghai, Guangzhou, Shenzhen and Haikou. Dragon Trail International identifies Saudi Arabia as one of the fastest-emerging Middle Eastern destinations for Chinese travellers, whose priorities increasingly include independent travel, luxury hospitality, family trips, immersive culture and digitally connected journeys. The opportunity runs both ways. Tourism Economics forecasts Chinese leisure spending in the Middle East will rise around 130% between 2024 and 2030, while Chinese destinations including Shanghai, Haikou (Hainan), Beijing, Guangzhou, and Shenzhen are actively targeting high- yield Saudi travellers through expanded flight networks, streamlined visa policies, and tailored marketing campaigns.
Above: Guangzhou is one city actively tar- geting high- yield Saudi travellers
SPOTLIGHT RIYADH | 23
• SAUDI ARABIA
cities and introduce millions of viewers and visitors to a broader picture of Saudi life. Events deliver attention quickly, but their true value comes from conversion: encouraging people to see the event as the beginning of their relationship with the destination rather than the whole reason for it. SCALE WITHOUT SAMENESS Many established destinations are searching for ways to spread visitors across different places and seasons. Booking.com's 2026 Travel & Sustainability research found that 43% of travellers plan to avoid crowded
destinations and 42% intend to travel outside peak periods. Climate is becoming part of the decision too, with 74% considering extreme-weather risk when choosing where or when to travel. Saudi has the space and variety to plan for dispersal from the outset. Riyadh's winter events, Jeddah's coastal character, AlUla's desert and heritage landscape, Asir's mountains, the Red Sea, the Holy Cities and destinations such as Al Ahsa and Taif can support different seasons, interests and visitor flows. Growing domestic demand also gives emerging locations a valuable customer base while international awareness develops. The risk is repetition. A diversified tourism map
24 | SPOTLIGHT RIYADH
THE TRANSFORMATION: TRAVEL TRENDS •
THE LICENCE TO GROW The definition of successful tourism is widening. Visitor numbers and spending remain important, but destinations are increasingly judged on whether tourism strengthens communities, protects nature and creates opportunities that last. Booking.com's 2025 Sustainable Travel Report, based on 32,000 travellers in 34 markets, found that 73% want the money they spend to remain within local communities and 69% want to leave destinations better than they found them. Saudi's long development horizon makes this central to its strategic play. Red Sea Global has placed conservation, renewable energy and local employment at the heart of its destination model. In AlUla, heritage restoration sits alongside training, cultural interpretation and opportunities for local businesses. Diriyah's architecture, cuisine and storytelling draw from Najdi identity, while Saudi hospitality programmes seek to root service in hafawah, the country's tradition of generosity and welcome. These examples show how tourism can create commercial value from authenticity without turning culture into decoration. Local guides, artisans, chefs, farmers and entrepreneurs need a meaningful role in the visitor economy. Infrastructure must benefit residents as well as guests, and environmental commitments need to be measurable rather than promotional. Saudi is developing at remarkable speed, which makes this balance especially important. Growth will be most durable when communities can see and participate in its benefits, and when the landscapes, heritage and traditions drawing visitors are stronger because tourism exists. BUILT FOR CHANGE Saudi Arabia does not need to chase every passing travel trend. Its stronger position comes from developing a tourism system broad and adaptable enough to respond as markets, motivations and technology continue to evolve. A powerful domestic market provides resilience and repeat demand, which is a strong advantage. The Saudi outbound traveller gives the kingdom influence across global destinations and travel brands. New experiences create reasons to visit now, while Expo 2030 Riyadh and the FIFA World Cup 2034 provide defining moments on the longer horizon. The decisive test will be how all of these parts work together in the future. If Saudi Arabia can turn global attention into repeat visitation, make complex journeys feel simple, distribute tourism across its regions and ensure growth creates lasting local value, it will do more than participate in the next era of travel. It will help set and steer its direction.
Above: Stargazing, AlUla: travellers seek experiences that restore connections to nature and Saudi delivers
depends on each destination retaining a distinct identity rather than reproducing the same hotels, restaurants and attractions in different settings. Transport, bookable experiences, skilled local operators and confident storytelling are essential if visitors are to move beyond the best-known gateways. WTTC's work on destination overcrowding argues that pressure is best addressed through data, infrastructure planning and cooperation between government, business and communities. Saudi Arabia has the chance to apply those principles early, distributing opportunity while protecting the character that makes each region worth visiting.
SPOTLIGHT RIYADH | 25
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100Made with FlippingBook Digital Proposal Creator