Several years ago, Saudi Arabia announced an ambitious target of 100 million tourist visits by 2030. That figure was passed in 2023, seven years ahead of schedule, according to Mahmoud Abdulhadi, deputy minister of tourism destinations enablement.
He said that of the 106 million, 27 million came from outside the country and the goal now is to substantially increase visitation from North America because he said, “visitors from North America are generally higher spending."
While his ministry is only about four years old, Saudi Arabia has always had a tourism industry, though it was mostly focused around religious travel. In recent years, the largest growth area has been leisure, with numbers in that segment doubling between 2019 and 2022; doubling again in 2023 “and still growing phenomenally,” according to Abdulhadi. In 2023, Saudi Arabia welcomed 330,756 visitors from the U.S.
The Kingdom is investing $800 billion into tourism by adding 500,000 hotel rooms, with major projects on the Red Sea and the building of culture sites, theme parks, sports venues and nature preserves to cater to a wide array of tourists. Saudi Arabia offers unique sites like Al-Ahsa Oasis in the eastern part of the country, the world’s largest oasis with over 2.5 million palm trees. On top of all that, said Abdulhadi, Saudi Arabia has been ranked the safest country in the Middle East.
As evidence of its enhanced commitment to tourism development Saudi tourism’s largest delegation, with over 75 influential Saudi stakeholders from key Saudi destinations, participated in the World Travel Market (WTM) in London last fall, marking a 48 percent increase compared with the previous year.
The bulk of visitors from North America currently come through tour operators and travel advisors. The Saudi Tourism Authority has a presence in the U.S. and is responsible for marketing the country here.
One mission for tourism officials, said Abdulhadi, is to familiarize North American travelers and the trade with Saudi Arabia, which is as big as Western Europe with countless things to see and do. As is the case with the U.S., he said, Saudi Arabia has regional differences as far as culture and geography.
When the tourism ecosystem was developed, said Abdulhadi, air connectivity was key and there is now a strong domestic network of airports and flights with the country working on increasing service from North America, Europe and Asia.
Visitors come to see the major cities like Riyadh and Jeddah, as well as many historical and cultural sites. While the weather is very hot in the summer, the country does have a mountainous area where the temperatures are cooler.
The St. Regis Red Sea Resort. (Photo Credit: Marriott)
As for sun and sea, there are major projects on the Red Sea, including the building of high-end resorts. The country is aiming to avoid overtourism by focusing on quality products. As a result, resorts that have opened include a Six Senses, a St. Regis and a Ritz-Carlton Reserve on the Red Sea. There is a pipeline or two or three more resorts of that caliber.
A massive entertainment center is under development that will include hotels, theme parks and even a Formula auto race track. The majority of this development will be completed around 2030.
The Kingdom has also become a venue for major events, said Abdulahi. Saudi Arabia is hosting Riyadh Expo 2030, a world’s fair; and the Asian Winter Games in 2029.
The Kingdom’s traditional religious market has taken on a new tone with the loosening of visa restrictions around the Umrah pilgrimages (the Hajj pilgrimage is its own separate situation.). Pilgrims can arrive in Saudi Arabia through any international or regional airport, as there are no designated airports specifically for Umrah.
Once in the Kingdom, Umrah visa holders have the flexibility to travel freely between Makkah, Madinah, and other cities across the country. Anyone holding a valid Umrah visa is welcome to explore and experience the diverse regions and cities the country has to offer during their stay.
The bottom line, said Abdulhadi, is that “if you’re looking for culture and heritage, we have that. If you’re looking for sun and sea, we have that. And if you’re looking for deserts, we have that.”
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