How tourism is powering a new era in Saudi Arabia

Campaign ME

3 days ago

As someone who has had the privilege of working within Saudi Arabia's tourism sector for nearly three years, I have seen first-hand how transformation here isn't just about vision — it's about delivery.
Growth is easy to talk about. Sustaining it is another story. Nevertheless, Saudi Arabia is not just growing — it is evolving. Strategically, steadily, and on its own terms.
In 2024, the Kingdom's tourism sector made history. The numbers speak for themselves: Saudi Arabia achieved its highest-ever number of inbound tourists, receiving about 30 million international visitors in 2024, marking an 8 per cent rise versus 2023. Inbound tourism spending in 2024 totaled SAR168.5bn, up 19 per cent from 2023. But behind these metrics lies something more profound — a shift in how the Kingdom defines opportunity, identity and global engagement.
'This transformation is not only economic; it is reputational, enhancing how the Kingdom is perceived globally.'
This didn't happen overnight. It is the result of long-term planning rooted in Vision 2030. When we talk about Vision 2030, we are not just referring to megaprojects, listing eye-catching developments or showcasing shiny new infrastructure — we are talking about building a sustainable sector that reflects Saudi values: ambition, innovation, and partnerships between government, business, and global collaborators.
Saudi Arabia is redefining what a modern tourism ecosystem looks like — resilient, investable, and deeply connected to its culture. Growth in the sector has been deliberate, designed to benefit both local communities and international stakeholders, while positioning the Kingdom as a world-class destination for heritage, hospitality and culture.
Tourism is also a central pillar of economic diversification. As its contribution to GDP continues to grow, the sector is helping reduce reliance on oil, and this transformation is not only economic; it is reputational, enhancing how the Kingdom is perceived globally.
Equally significant is how tourism is intersecting with emerging sectors like wellness and lifestyle. Furthermore, thanks to bold investments in infrastructure and high-profile international events, Saudi Arabia is becoming a hub for active living and sport tourism.
From Formula 1 and LIV Golf to the Dakar Rally, the Asian Winter Games in 2029, and the 2034 FIFA World Cup, the Kingdom is building more than events — it is building legacy. These moments boost visitor numbers, energise cities, create platforms for entrepreneurs, and ignite national pride.
'The Vision 2030 goal was achieved seven years early — because the strategy was focused, and the execution consistent. Policy, infrastructure, talent, and storytelling were aligned.'
The private sector plays a critical role in this progress. Through public-private partnerships and targeted investment, Saudi Arabia is nurturing a tourism ecosystem that's scalable and inclusive — creating jobs, supporting local businesses, and inviting international partners to contribute to the Kingdom's vision.
In addition, talent development and youth empowerment remain at the heart of this ecosystem, fostering the next generation of leaders in hospitality.
When the target of 100 million visits by 2030 was first announced, many saw it as too ambitious. Yet that goal was achieved seven years early — because the strategy was focused, and the execution consistent. Policy, infrastructure, talent, and storytelling were aligned. It wasn't about speed — it was about substance.
Tourism has become more than an economic engine, it's a cultural force — reshaping how the world sees Saudi Arabia, and how Saudis see themselves. The Kingdom's landscapes, traditions, and stories are being rediscovered and celebrated—not just by visitors, but by citizens exploring their country anew.
'The nation's tourism growth is reshaping not just perceptions, but possibilities.'
Domestic tourism is thriving. From the mountains of Abha to the coral reefs of the Red Sea, Saudis are reconnecting with their land and its stories. This reflects a maturing sector and a growing sense of unity — key to building a shared national identity rooted in progress and heritage.
It should not be perceived as a short-term boom but as durable, strategic growth. Saudi Arabia's tourism trajectory is shaped by long-term thinking, and it's delivering real results. The foundation is solid. The momentum is accelerating. And the spirit driving this movement is unmistakably homegrown.
Tourism may bring the world to Saudi Arabia, but its greatest impact is internal. It is in the joy of a family visiting AlUla for the first time, the excitement of a child watching Formula 1 up close, or the confidence of a young female entrepreneur opening a new venture in Riyadh.
There is more to build and more to learn — but the direction is clear. Saudi Arabia's tourism story is not just about visitor numbers. It's about transformation — economic, social, and cultural.
Being part of this journey — both as an insider and a global observer — has shown me how the nation's tourism growth is reshaping not just perceptions, but possibilities.
This isn't a moment, it's a movement, and the most exciting chapters of this story are still to be written.
By Lucrezia Francesco, Advisor to the Saudi Government