purchases, increasingly seeking what the report describes as a stronger “return on emotion” through travel. Across the Middle East, Euromonitor reports travellers are increasingly moving away from traditional sightseeing and shopping toward cultural discovery, wellness, adventure and purpose- driven travel. Several major experience segments are driving growth globally, and Saudi Arabia is investing heavily across nearly all of them. HERITAGE TOURISM BECOMES IMMERSIVE Cultural tourism continues to gain momentum as travellers move beyond “checklist tourism” toward deeper engagement with local traditions, heritage and storytelling. Saudi Arabia is exceptionally well positioned here. The kingdom is home to eight UNESCO World Heritage Sites, including Hegra, Diriyah’s At-Turaif District, Historic Jeddah (Al-Balad), Al-Ahsa Oasis and Jabal Umm Sinman. It also has more than 18 recognised elements of UNESCO intangible cultural heritage, including Arabic calligraphy, falconry, coffee culture and traditional culinary practices. Destinations such as AlUla are transforming these heritage assets into immersive visitor experiences through archaeological tourism, festivals, storytelling and experiential cultural programming. Technology is now extending these experiences beyond physical tourism. Saudi Arabia is rapidly integrating augmented reality (AR), virtual reality (VR) and immersive storytelling into tourism experiences as part of Vision 2030. For example, visitors can explore a digital twin of AlUla’s UNESCO-listed Tomb of Lihyan through the Decentraland metaverse, while interactive 360-degree heritage experiences provide access to areas not typically open to the public. In Riyadh, the Masmak Fortress VR “Entertainment tourism has become one of Saudi Arabia’s fastest-growing experience sectors”
own right, opening up journeys that challenge conventional perceptions of Saudi Arabia. Along the Red Sea coast, travellers can move between coral reefs, desert canyons and secluded islands, with a new gener- ation of resorts placing exploration and conservation alongside luxury. Red Sea Global is also protecting the nocturnal environment through dark-sky lighting strategies, turning stargazing into an experience connected to the landscapes and stories of those who once navigated by the same stars. The contrast is particularly striking in Asir. Cooler, greener and more mountainous than much of the country, the region combines outdoor adventure with terraced farms, coffee plantations, historic villages and distinctive local traditions. Soudah Peaks, rising to 3,015 metres at Saudi Arabia’s highest point, is being developed as a year- round destination offering hiking, climbing, paragliding, horse riding and nature-led wellness. International operators are already recognising the region’s potential. Intrepid Travel’s seven-day Asir Adventure takes visitors beyond the established tourism circuit to hike
experience transports users back to 1902 to witness the recapture of the fortress by King Abdulaziz through immersive historical storytelling. Jeddah Historic District has partnered with Google Arts & Culture to deliver AI-powered virtual tours of Al-Balad, while Madinah offers multilingual VR experiences focused on Islamic history and cultural education. These initiatives reflect how Saudi Arabia is combining heritage preservation with next-generation tourism technology. That same principle is extending into newer travel formats. AROYA Cruises, the kingdom’s first Arabian cruise line, was built around a “Remarkably Arabian” proposition, translating regional hospitality into dining, art and culturally inspired entertainment at sea. More than 140,000 passengers from Saudi Arabia, the GCC, Europe and Central Asia sailed during its first year Its appeal lies in taking Saudi identity beyond heritage sites and expressing it through a contemporary travel product.
NATURE CALLS The kingdom’s natural landscape is becoming an experience in its
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