Saudi Arabia’s Tourism Transformation: The Road to 150 Million Visitors and a New Global Destination

The transformation of Saudi Arabia into a global tourism destination represents one of the most ambitious and rapid repositioning efforts in the history of the travel industry. A country that did not issue tourist visas until September 2019 has set a target of attracting 150 million visits annually by 2030, a figure that would place it among the most visited countries on earth. This target is not aspirational fantasy but a calculated objective backed by hundreds of billions of dollars in infrastructure investment, sweeping regulatory reform, and a cultural opening that has fundamentally altered the visitor experience in the Kingdom.

The numbers tell a story of accelerating momentum. In 2019, the year tourist visas were first introduced, Saudi Arabia received approximately 27 million international visits, the vast majority of which were religious pilgrims traveling to Makkah and Madinah. By 2023, that figure had grown to approximately 100 million total visits (domestic and international combined), driven by the explosion of entertainment offerings, the maturation of tourism infrastructure, and the growing international awareness of Saudi Arabia as a leisure destination. The trajectory toward 150 million visits by 2030 requires sustained growth of approximately 7 to 10 percent annually, a rate that is ambitious but achievable given the scale of investment underway.

The Red Sea Destination

Among the most significant tourism developments in Saudi Arabia’s portfolio is the Red Sea Global project, a luxury tourism destination spanning approximately 28,000 square kilometers along the Kingdom’s western coastline. The development encompasses 50 pristine islands, dramatic desert landscapes, ancient archaeological sites, and dormant volcanic formations, creating a destination of extraordinary natural diversity.

The Red Sea project is designed to establish Saudi Arabia as a competitor in the ultra-luxury resort segment, targeting affluent international travelers who currently patronize destinations like the Maldives, Seychelles, Bora Bora, and the Amalfi Coast. The development plan calls for approximately 50 hotels offering a total of 8,000 rooms at full buildout, with brands spanning the luxury spectrum from ultra-exclusive private island resorts to premium lifestyle properties.

The first phase of the Red Sea project, encompassing the initial resort openings on Shura Island and Ummahat Islands, has already welcomed guests, with properties operated by international luxury hotel brands. The guest experience combines world-class hospitality with access to pristine marine environments, including coral reef systems that have been largely untouched by human activity. Strict environmental regulations govern the development, including limits on island construction footprints, requirements for renewable energy sourcing, and prohibitions on single-use plastics.

The environmental dimension of the Red Sea project is particularly noteworthy. The development has committed to achieving net-positive conservation outcomes, meaning that the natural environment should be measurably healthier as a result of the development than it would have been without it. This commitment is implemented through coral reef restoration programs, sea turtle nesting protection, mangrove conservation, and dark sky preservation measures that limit light pollution from resort facilities.

Transportation access to the Red Sea destination is provided by a dedicated international airport, the Red Sea International Airport, which began operations to serve the initial resort properties. The airport is designed to handle both commercial and private aviation, reflecting the ultra-luxury positioning of the destination. Ground transportation within the development area relies on electric vehicles and water-based transport, minimizing the carbon footprint of visitor mobility.

AlUla: Heritage Tourism at Scale

AlUla represents a fundamentally different tourism proposition from the Red Sea — a journey through deep history rather than luxury leisure. Located in northwestern Saudi Arabia, the AlUla region encompasses 22,561 square kilometers of dramatic desert landscapes punctuated by extraordinary geological formations and some of the most significant archaeological sites in the Arabian Peninsula.

The centerpiece of AlUla’s tourism offering is Hegra (also known as Madain Saleh), Saudi Arabia’s first UNESCO World Heritage Site. Hegra was the southern capital of the Nabataean Kingdom, the same civilization that created Petra in modern-day Jordan, and features 111 monumental tombs carved into sandstone outcrops dating from the first century BCE to the first century CE. The quality of preservation at Hegra is extraordinary, with many tombs retaining detailed architectural ornamentation and inscriptions that have survived two millennia of desert exposure.

Beyond Hegra, the AlUla region offers a layered archaeological landscape spanning thousands of years of human habitation. Dadan, the capital of the ancient Dadanite and Lihyanite kingdoms, features carved tombs and inscriptions dating from the middle of the first millennium BCE. Jabal Ikmah, known as the “open library” of Saudi Arabia, contains hundreds of pre-Islamic inscriptions carved into rock faces. The Old Town of AlUla, a medieval settlement of closely packed stone buildings, provides a more recent but equally evocative historical experience.

The Royal Commission for AlUla, established in 2017 under the chairmanship of Crown Prince Mohammed bin Salman, has undertaken a comprehensive development program to transform the region into a world-class cultural tourism destination. This program includes the construction of resort properties designed by internationally renowned architects, the development of cultural venues including museums, galleries, and performance spaces, and the creation of experiential tourism offerings such as desert camping, stargazing, horseback riding, and culinary experiences.

The masterplan for AlUla, developed by a team led by French architecture firm Agence Ter, emphasizes integration with the natural landscape rather than domination of it. Resort properties are designed to minimize visual impact, with many structures partially embedded in the landscape or using local materials that blend with the desert environment. The overall approach positions AlUla as a destination where the experience of nature, history, and culture takes precedence over conventional luxury amenities.

International collaboration has been a hallmark of AlUla’s development. A partnership with France, formalized through a bilateral agreement, has brought French expertise in heritage preservation, museum curation, and cultural programming to the project. The AlUla Arts Festival, which has attracted international artists to create site-specific works in the desert landscape, has generated global media coverage and positioned AlUla as a destination for cultural tourism.

Riyadh Season and the Entertainment Revolution

If the Red Sea and AlUla represent Saudi Arabia’s natural and historical tourism assets, Riyadh Season represents the Kingdom’s ability to create tourism demand through sheer entertainment spectacle. Launched in 2019 by the General Entertainment Authority under the leadership of Turki Alalshikh, Riyadh Season has grown into one of the largest entertainment festivals in the world, attracting tens of millions of visits during its annual run from October through March.

Riyadh Season 2023-2024 encompassed 14 entertainment zones spread across the capital city, offering a staggering array of attractions including international music concerts, sporting events, theatrical productions, theme parks, dining experiences, shopping festivals, cultural exhibitions, and family entertainment. The event has hosted performers ranging from global superstars like Beyonce, Ed Sheeran, and BTS to traditional Arabic musicians, creating a programming mix that appeals to both international visitors and the domestic Saudi audience.

The economic impact of Riyadh Season extends well beyond ticket sales and on-site spending. The event drives hotel occupancy, restaurant revenue, retail sales, and transportation demand across the capital city. Airlines have added routes and capacity to Riyadh during the Season period in response to increased demand, and hotel operators have adjusted pricing and staffing to capture the revenue opportunity.

Riyadh Season has also served as a proving ground for the Kingdom’s ability to manage large-scale events — a capability that is directly relevant to Expo 2030 planning. The logistical challenges of moving millions of visitors through entertainment zones, managing security across multiple venues, coordinating transportation networks, and maintaining public safety standards have been addressed and refined through successive seasons of operation.

The entertainment infrastructure created for Riyadh Season, including the Riyadh Boulevard entertainment district and the Kingdom Arena concert venue, represents permanent tourism assets that contribute to the capital city’s year-round appeal. These facilities host events throughout the year, reducing Riyadh’s historical dependence on business travel and government-related visits for its tourism economy.

Hospitality Infrastructure: The 200,000+ Room Target

The hospitality sector represents one of the critical enablers — and potential constraints — for Saudi Arabia’s tourism ambitions. The Kingdom has set a target of expanding its hotel inventory to more than 200,000 rooms by 2030, roughly doubling the current supply. This expansion encompasses all segments of the market, from ultra-luxury resort properties at the Red Sea and AlUla to budget-friendly options serving the mass tourism and religious tourism markets.

The hotel development pipeline includes projects by virtually every major international hotel brand. Marriott, Hilton, IHG, Accor, Hyatt, Four Seasons, Aman, Mandarin Oriental, and Rosewood are among the international operators with significant expansion plans in the Kingdom. Saudi hospitality companies, including Dur Hospitality and Shada Group, are also expanding their portfolios to capture market share in the growing domestic tourism segment.

The religious tourism market, centered on the holy cities of Makkah and Madinah, represents the largest single source of hotel demand in Saudi Arabia. The government’s target of accommodating 30 million Umrah pilgrims annually by 2030, up from approximately 17 million in recent years, requires massive expansion of hospitality capacity in both cities. The Haramain high-speed railway, connecting Makkah, Madinah, Jeddah, and King Abdullah Economic City, has improved transportation access for pilgrims and reduced pressure on road networks.

The development of new tourism destinations including the Red Sea, AlUla, NEOM, Qiddiya, and Diriyah Gate requires purpose-built hotel properties in locations that currently have limited or no hospitality infrastructure. This greenfield development is both an opportunity and a challenge — it allows for purpose-designed properties that incorporate the latest sustainability features and guest experience technologies, but it requires significant investment in supporting infrastructure including roads, airports, utilities, and telecommunications.

The Visa Revolution

Saudi Arabia’s tourism transformation could not have occurred without fundamental reform of the Kingdom’s visa and entry procedures. Prior to 2019, entering Saudi Arabia required either a specific visa tied to employment, business, family visit, or religious pilgrimage. The concept of a tourist visa simply did not exist, and casual leisure travel to the Kingdom was effectively impossible for most international visitors.

The introduction of the electronic tourist visa in September 2019 marked a watershed moment. Citizens of initially 49 countries (subsequently expanded) could apply for and receive a tourist visa online within minutes, eliminating the bureaucratic barriers that had historically deterred casual visitors. The visa, valid for one year with multiple entries and a maximum stay of 90 days, was priced competitively and included authority to perform Umrah, the lesser pilgrimage to Makkah.

Subsequent visa reforms have further liberalized entry procedures. Transit visas allow travelers passing through Saudi airports to make short visits. The Premium Residency visa provides long-term residency rights to qualified individuals, including investors, entrepreneurs, and skilled professionals. The Green Card-style residency program has attracted wealthy individuals and their families, who contribute to the tourism economy through their own travel and entertainment spending.

The visa revolution has been accompanied by significant changes to the social environment that affect the visitor experience. The lifting of restrictions on entertainment, the opening of cinemas, the authorization of mixed-gender public events, and the relaxation of dress code enforcement for foreign visitors have all contributed to a more welcoming and accessible environment for international tourists.

Tourism and the Saudi Brand

The marketing of Saudi Arabia as a tourism destination has required a fundamental reimagining of the Kingdom’s international brand. For decades, Saudi Arabia was perceived internationally through a narrow lens defined by oil wealth, religious conservatism, and regional geopolitics. Transforming this perception into one that encompasses cultural richness, natural beauty, entertainment excitement, and hospitality warmth has demanded a sophisticated and sustained marketing effort.

The Saudi Tourism Authority, established in 2020, has led this effort through global marketing campaigns, participation in international travel trade shows, partnerships with travel influencers and media organizations, and the development of a destination brand identity under the “Saudi, Welcome to Arabia” umbrella. The campaigns have targeted key source markets including Europe, North America, East Asia, and the broader Middle East and Africa region.

Sports have emerged as a particularly effective tool for destination marketing. The hosting of international sporting events — including Formula 1 races in Jeddah, boxing world championship fights in Riyadh, tennis exhibitions, golf tournaments, and football matches — generates global television exposure that introduces Saudi Arabia to audiences who might never encounter traditional tourism advertising. The acquisition of Newcastle United Football Club by the Public Investment Fund and the signing of international football superstars like Cristiano Ronaldo, Neymar, and Karim Benzema to Saudi Pro League clubs have further raised the Kingdom’s sporting profile.

Cultural diplomacy also plays a role in tourism brand building. Saudi Arabia’s participation in international art fairs, the development of world-class museum collections, and the hosting of international cultural events create associations with sophistication and cultural engagement that enhance the tourism brand.

Sustainable Tourism Development

Saudi Arabia’s tourism strategy explicitly incorporates sustainability principles, recognizing that the long-term viability of the tourism sector depends on protecting the natural and cultural assets that attract visitors. The Saudi Green Initiative, launched in 2021, establishes environmental targets that directly impact tourism development, including commitments to renewable energy, carbon emissions reduction, and ecosystem protection.

The Red Sea project’s net-positive conservation commitment, discussed earlier, represents the most ambitious sustainability program in the tourism portfolio. But sustainability considerations extend across all tourism developments, from water conservation measures in desert resorts to cultural heritage protection programs in archaeological sites to waste management systems in entertainment venues.

The challenge of sustainable tourism in the Saudi climate is significant. The extreme heat of summer months limits outdoor activity and increases energy demand for cooling. Water scarcity requires expensive desalination for tourism facilities in coastal and desert locations. And the rapid pace of development creates risks of environmental degradation if sustainability principles are not rigorously applied.

The Saudi government has addressed these challenges through a combination of regulatory requirements, financial incentives, and institutional support for sustainable tourism practices. Environmental impact assessments are mandatory for tourism developments, green building standards apply to hotel construction, and protected area designations limit development in environmentally sensitive locations.

Digital Tourism Infrastructure

Saudi Arabia is building one of the world’s most advanced digital tourism infrastructures, leveraging the Kingdom’s strong telecommunications networks and high smartphone penetration to create seamless digital experiences for visitors. The electronic visa system, mobile tourism apps, digital payment platforms, and smart city technologies combine to create a visitor experience that is increasingly frictionless and personalized.

The Tawakkalna app, originally developed for COVID-19 health monitoring, has evolved into a comprehensive digital services platform that visitors use for health information, event access, transportation booking, and government services. Digital payment adoption in Saudi Arabia is among the highest in the region, with most tourism businesses accepting electronic payments and reducing the friction associated with currency exchange.

Artificial intelligence and data analytics are being applied to tourism management, including demand forecasting, dynamic pricing, crowd management, and personalized recommendation systems. These technologies enable tourism operators to optimize capacity utilization, improve the visitor experience, and reduce the environmental impact of tourism operations through more efficient resource allocation.

The 150 Million Visitor Target

Achieving 150 million annual visits by 2030 requires success across multiple tourism segments. Religious tourism, targeting 30 million Umrah pilgrims plus Hajj pilgrims, provides the base. Domestic tourism, driven by the entertainment revolution and improved leisure infrastructure, contributes the largest share. International leisure tourism, attracted by new destinations, entertainment events, and cultural offerings, provides the growth vector. Business and MICE (meetings, incentives, conferences, and exhibitions) tourism, anchored by Expo 2030 and the Kingdom’s growing role as a regional business hub, adds a high-value segment.

The target is ambitious but grounded in infrastructure investment and market development efforts that are already yielding results. The question is not whether Saudi Arabia can become a significant tourism destination — that transformation is already underway — but whether the pace of growth can be sustained at the levels required to reach 150 million visits within the target timeline.

Conclusion

Saudi Arabia’s tourism transformation represents one of the most remarkable economic pivots of the twenty-first century. A country that was essentially closed to tourists until 2019 is now investing hundreds of billions of dollars in destination development, marketing itself aggressively to global travelers, and creating entertainment and cultural offerings that rival the world’s established tourism powerhouses. The combination of natural assets (Red Sea coastline, desert landscapes, archaeological heritage), cultural richness (Islamic heritage, Arabian traditions, modern entertainment), and investment scale (sovereign wealth-backed development) creates a tourism proposition that is genuinely unique in the global market. The road to 150 million visitors is long and demanding, but the Kingdom has covered an extraordinary distance in a remarkably short time, and the momentum shows no signs of slowing.