THE EXPERIENCE ECONOMY: TRAVEL EXPERIENCES •
Left: Saudi, but not as you know it: a sun- flower farm in UNESCO-listed Al-Ahsa
Far left: Al-Uqair, Eastern Province: desert camps and unique camp- ing experiences are piquing trav- eller interest
reflecting a wider global desire for human connection, immersive discovery and memorable moments. The same dynamics are playing out strongly in the Middle East. The ATM Travel Trends Report 2025, produced with Tourism Economics, found travellers interested in visiting the region are younger, wealthier and highly motivated by experience-led travel, with almost half under the age of 35. These travellers are also significantly more likely to pursue adventure, creative activities and nature-based tourism. Saudi Arabia’s tourism expansion under Vision 2030 has emerged at exactly the right moment. The kingdom’s tourism strategy is fundamentally experience driven. Mega- projects, cultural attractions, sporting events and entertainment destinations are all being designed to create differentiated experiences capable of attracting domestic, regional and international travellers alike. According to Fitch Ratings, the combined value of Saudi Arabia’s flagship tourism giga- projects – including NEOM, Qiddiya, Red Sea Global, ROSHN and Diriyah – could exceed $1 trillion upon completion. At the same time, Saudi Arabia is becoming
an increasingly influential outbound market as Saudi travellers seek immersive experiences abroad. Research from Hilton shows 50% of Saudi travellers planned to travel more in 2026, primarily for rest, relaxation and memorable experiences. Top motivations included learning about different cultures, enjoying unique experiences, self-discovery and exploring new destinations. Saudi Arabia is therefore modelling the experience economy from both directions: creating experiences at home while consuming them globally. THE ERA OF MEANINGFUL TRAVEL The types of experiences travellers seek continue to evolve, but authenticity remains central. In an increasingly screen-saturated world, travellers are prioritising journeys that feel emotionally meaningful and culturally grounded. Experiential Hospitality founder Isaac French recently observed that many travellers simply want “to slow down and experience something real”. Accor and Globetrender’s latest travel trends research highlights how experiential travel now dominates consumer priorities. The report identifies the rise of “vibe-led travel”, where atmosphere, identity and emotional resonance matter as much as attractions themselves. It also points to growing demand for slow travel, nostalgic escapes, multi-sensory experiences and destinations that deliver emotional fulfilment rather than simply sightseeing. Their research found 86% of travellers now prioritise experiences over material
this shift. Polaris Market Research projects the global travel experience market will grow from US$271 billion in 2025 to $342 billion by 2029 as travellers seek deeper engagement with local cultures, traditions and communities. Younger travellers are driving much of the momentum, with Bloomberg finding that 86% of millennials prioritise travel that fosters connection and experience, while 60% consider engaging with local culture an essential part of travel. Meanwhile, a new study from Mastercard reveals that consumers are increasingly choosing real-world experiences over digital consumption. In its latest European travel trends study, the company found travellers are actively “trading algorithms for travel, food and in-person experiences”,
“The kingdom’s tourism strategy is fundamentally experience driven”
SPOTLIGHT RIYADH | 59
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