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
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