Saudi Arabia is undertaking one of the most ambitious tourism development programmes ever attempted, bringing destinations, infrastructure, technology and visitor services together to create a connected tourism economy built to thrive for decades beyond 2030
S audi Arabia is attempting something few countries have ever undertaken at such pace or scale: building the physical, digital and commercial foundations of an entirely new visitor economy. Across the kingdom, heritage districts are being restored, luxury island resorts are welcoming their first guests, entertainment precincts are taking shape and new tourism corridors are emerging around culture, sport, nature and religious travel. New airports, roads and rail services are expanding access, while smart-city technologies and digital platforms are being embedded into destinations from the outset. Together, these developments are creating a connected tourism system in which mobility, hospitality, utilities, technology and visitor services support sustained growth in domestic and international travel.
The industry’s rising profile is also strengthening Saudi Arabia’s importance to global tourism. According to the World Travel & Tourism Council (WTTC), the kingdom’s travel and tourism sector generated US$178 billion in economic activity in 2025, accounting for almost half of the Middle East’s tourism economy, while sector GDP expanded by 7.4% – almost twice the global average. International visitor spending also continued to outpace global growth. FROM PROJECTS TO TOURISM SYSTEMS Saudi Arabia’s ability to plan several destinations at the same time creates an opportunity to design transport, utilities, hotels, attractions and digital infrastructure as connected parts of one tourism economy. Masterplans can map complete visitor journeys and coordinate commercial development with the public realm, improving the guest experience, operational efficiency, investment returns and long-term resilience. Diriyah illustrates the model particularly clearly. Built around the UNESCO World Heritage Site of At-Turaif, the development brings together heritage conservation, hospitality, retail, education, public spaces and cultural programming within one masterplan. Tourism, placemaking and economic development are progressing in parallel. The approach also carries a wider responsibility. Speaking following his appointment as a UN Tourism Ambassador in 2024, Diriyah Group CEO Jerry Inzerillo observed: “With that privilege comes enormous responsibility to ensure that our developments are innovative, actionable and have real and enduring impact.” MANY DESTINATIONS, ONE STRATEGY The kingdom’s diversified portfolio is designed to serve different visitor markets, encourage longer stays and repeat travel, and support demand throughout the year. Heritage and culture form one pillar. Diriyah, AlUla and Historic Jeddah are developing Saudi
The ambition reflects tourism’s growing importance to the kingdom’s economic
diversification plans. Having exceeded its original Vision 2030 target of 100 million domestic and international visits seven years ahead of schedule, Saudi Arabia has raised the goal to 150 million annual visits by the end of the decade. The sector is also expected to contribute more than 10% of national GDP by 2030, supported by investment in destinations, infrastructure, digital transformation and human capital. “Tourism has evolved into a comprehensive ecosystem that supports industry growth, attracts investment, creates professional pathways, and enables local communities to participate actively in shaping economic outcomes,” comments H.E. Ahmed bin Aqeel Al Khateeb, Saudi Arabia’s Minister of Tourism.
Left: At-Turaif, Diriyah, brings together heritage conservation, hospitality, retail, education, public spaces and cultural programming within one masterplan
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