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
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