Tourism in Saudi Arabia in 2026: From Pilgrimage Heartland to Global Destination
A New Chapter for a Historic Kingdom
In 2026, Saudi Arabia stands at a pivotal moment in its modern history, as the Kingdom's tourism sector shifts from a pilgrimage-dominated model to a diversified, globally competitive industry that is increasingly visible to business leaders, investors, and international travelers alike. For readers of worldwetravel.com, who follow developments in destinations, business travel, global economic trends, sustainability, and cultural experiences, Saudi Arabia's transformation offers a case study in how a country with deep religious and cultural roots can reimagine itself while seeking to maintain authenticity and trust.
Historically, Saudi Arabia's reputation in travel was almost entirely defined by the Hajj and Umrah pilgrimages to Mecca and Medina, journeys that remain among the most significant religious experiences in the world and continue to shape the Kingdom's identity and infrastructure. Yet, since the late 2010s, and especially through the 2020s, the country has moved rapidly to position itself as a broader tourism hub for leisure, business, culture, eco-tourism, and luxury travel, supported by large-scale investments, regulatory reforms, and a clear strategic direction under Saudi Vision 2030.
This new chapter is not emerging in isolation. It intersects with global debates about sustainable tourism, digital innovation, health and wellness, and the future of work and travel. For global decision-makers looking at where to invest, where to host conferences, or where to design new travel products for families and corporate clients, understanding Saudi Arabia's tourism evolution has become increasingly relevant.
Readers who want to explore how this changing landscape fits within broader global travel patterns can review the international context through resources such as the UN World Tourism Organization and complement that with the regional and sectoral insights available on World We Travel's own global travel outlook.
The State of Tourism in Saudi Arabia in 2024-2026
By 2024, Saudi Arabia had moved from aspiration to measurable impact in tourism. The Kingdom's official figures and international analyses indicate that it welcomed roughly 20 million international visitors in 2024, alongside about 60 million domestic trips, reflecting a strong appetite among Saudi residents to explore their own country as well as growing international curiosity. This performance placed Saudi Arabia among the more dynamic tourism markets worldwide, particularly in the Middle East, where it competes and collaborates with established hubs such as Dubai and Abu Dhabi in the United Arab Emirates and Doha in Qatar.
Several structural shifts underpin this expansion. The introduction of an electronic tourist visa in 2019 opened the door to travelers from Europe, North America, Asia, and beyond, making entry significantly easier than in previous decades. Airlines, led by Saudia and the newly announced Riyadh Air, have expanded routes and capacity, while airports such as King Khalid International in Riyadh and King Abdulaziz International in Jeddah have undergone modernization to handle higher passenger volumes and support smoother transit for both leisure and business travelers. Those interested in how aviation growth shapes tourism demand can follow broader industry analysis via the International Air Transport Association.
Between 2024 and 2026, the Kingdom has continued to build on this momentum. New resorts along the Red Sea coast, expanded cultural festivals, and high-profile sporting events have drawn visitors from the United States, United Kingdom, Germany, France, Italy, Spain, China, Japan, South Korea, Singapore, and many other markets. For global travelers planning itineraries that combine business and leisure (the "bleisure" trend), Saudi Arabia is increasingly positioned as a place where one can attend a conference in Riyadh, visit heritage sites in Al-Ula, and unwind at a Red Sea retreat within a single trip. To explore how such integrated itineraries are reshaping travel behavior, readers can refer to the business travel coverage on World We Travel's business section.
Tourism's Contribution to Saudi Arabia's GDP
Tourism's contribution to Saudi Arabia's gross domestic product has become a key metric watched by economists, investors, and policymakers. In 2024, tourism's share of GDP was estimated at around 4 percent, up from roughly 3.5 percent in 2022, reflecting a steady and deliberate expansion of the sector. This growth is particularly notable in a country whose economy has long been dominated by hydrocarbons and where diversification is not just a policy preference but an economic necessity.
The World Travel & Tourism Council provides comparative data on how travel and tourism contribute to national economies across regions, and its assessments show that Saudi Arabia's trajectory is converging with that of other diversified economies, even if the Kingdom still has ground to cover before tourism reaches the double-digit GDP shares seen in mature leisure destinations. Readers interested in benchmarking Saudi Arabia against peers in Europe, Asia, Africa, and North America can review global tourism economic indicators via the World Bank and connect that to the macroeconomic analysis in World We Travel's economy insights.
Saudi Vision 2030 explicitly targets an increase in tourism's contribution to GDP to around 10 percent by the end of the decade. Achieving this would require not only more visitors, but also higher value per visitor, more integrated tourism ecosystems, and broader linkages with sectors such as hospitality, retail, transport, events, and technology. For business readers, this implies opportunities across the value chain, from hotel development and destination management to digital platforms for booking, payments, and personalized travel experiences.
A Brief Historical Context: From Ancient Trade Routes to Modern Nation
To understand the significance of the current tourism transformation, it is important to place Saudi Arabia within its broader historical arc. The Arabian Peninsula has been inhabited since prehistoric times, with archaeological evidence of ancient civilizations such as the Nabataeans and the Thamud, whose rock-cut monuments and inscriptions can still be seen in regions like Al-Ula. Long before the modern state emerged, the peninsula functioned as a crossroads of trade between Asia, Africa, and Europe, with caravans transporting spices, incense, textiles, and other goods along routes that connected what are now Yemen, Saudi Arabia, Jordan, and beyond. For those interested in the deeper archaeological and cultural context, the UNESCO World Heritage Centre offers detailed information on recognized sites across the Kingdom.
The 7th century marked a turning point with the birth of Islam. The Prophet Muhammad, born in Mecca, began preaching a message that rapidly spread across the region and ultimately shaped the political, cultural, and spiritual life of vast territories. Mecca and Medina became the holiest cities in Islam, and the annual Hajj pilgrimage evolved into one of the largest and most complex recurring movements of people on the planet. Managing this pilgrimage remains a central responsibility of the Saudi state and a cornerstone of its global role. Those wishing to understand the scale and logistics of Hajj can consult resources such as the Organization of Islamic Cooperation.
The modern Kingdom of Saudi Arabia was formally established in 1932 under King Abdulaziz ibn Abdul Rahman Al Saud, often known in the West as Ibn Saud, who unified disparate regions under a single political entity. The discovery of oil in the 1930s transformed the Kingdom's fortunes, enabling rapid modernization, infrastructure development, and the emergence of Saudi Aramco as one of the world's most influential energy companies. Over the subsequent decades, Saudi Arabia became a key player in global energy markets and a founding member of OPEC, shaping international economic and political dynamics.
Yet, this model, heavily reliant on oil revenues, also created vulnerabilities, particularly in the face of price volatility and long-term shifts toward decarbonization. The decision to elevate tourism, culture, technology, and services as pillars of a more diversified economy is thus rooted both in economic pragmatism and in a desire to showcase a broader narrative of Saudi identity to the world.
Vision 2030 and the Strategic Repositioning of Tourism
Launched in 2016 under the leadership of Crown Prince Mohammed bin Salman, Saudi Vision 2030 is a comprehensive national strategy designed to reduce dependence on oil, foster private sector growth, and improve quality of life. Tourism is one of its flagship pillars. The plan sets ambitious targets: attracting 100 million annual visits (including domestic and international) by 2030, raising tourism's share of GDP, and creating hundreds of thousands of jobs for Saudi citizens across hospitality, transport, culture, entertainment, and related services.
This vision is operationalized through a network of specialized entities and megaprojects. The Saudi Tourism Authority leads global marketing and destination branding, while entities such as the Public Investment Fund (PIF) finance large-scale developments including NEOM, the Red Sea Project, and Qiddiya. These initiatives aim to position Saudi Arabia not only as a destination for religious and heritage tourism, but also as a hub for innovation, sports, entertainment, and luxury travel. For a broader understanding of how such megaprojects fit into global investment trends, readers may consult analyses from the International Monetary Fund and leading economic think tanks.
Vision 2030's tourism agenda is also intertwined with social and regulatory reforms, including expanded cultural and entertainment offerings, more flexible visa policies, and increased participation of women in the workforce. This has implications for how international visitors experience the country, from greater availability of mixed-gender public spaces to more diverse service offerings in hotels, restaurants, and events. Travelers seeking practical advice on navigating this evolving environment can find relevant guidance in the World We Travel tips hub.
Key Destinations: From Al-Ula to the Red Sea and Beyond
One of the most striking aspects of Saudi Arabia's tourism strategy is the way it brings together ancient heritage sites, natural landscapes, and cutting-edge developments. For global travelers considering where to go, several destinations stand out.
Al-Ula, in the northwest of the country, has become emblematic of Saudi Arabia's new tourism identity. Home to Hegra (Madain Salih), the first UNESCO World Heritage site in Saudi Arabia, the region features spectacular sandstone formations, Nabataean tombs, and a growing portfolio of boutique hotels and cultural events. Learn more about the archaeological significance of Hegra through the UNESCO listing for the site. Cultural festivals, art installations, and concerts have turned Al-Ula into a year-round destination that appeals to history enthusiasts, culture seekers, and high-end travelers from Europe, North America, and Asia.
Along the western coast, the Red Sea Project is transforming a stretch of largely untouched coastline into a luxury tourism destination emphasizing sustainability, marine conservation, and exclusive resorts. The initiative aims to balance high-end tourism with environmental stewardship, including commitments to preserve coral reefs and limit visitor numbers to protect fragile ecosystems. Those interested in how such projects align with global sustainability frameworks can review guidelines from the UN Environment Programme and connect them with sustainable travel coverage on World We Travel's eco travel section.
Riyadh, the capital, is evolving into a major business and events hub. Modern skyscrapers, such as the Kingdom Centre and Al Faisaliah Tower, define its skyline, while projects like Diriyah Gate seek to restore and elevate the historic core of the Saudi state as a cultural and tourism focal point. The city hosts international conferences, sports tournaments, and cultural festivals, making it increasingly attractive for corporate travel and meetings. For executives planning events or scouting regional headquarters locations, Riyadh's growing connectivity and hospitality offering are central considerations, and they can be studied alongside other global business destinations on World We Travel's work and business pages.
Jeddah, often called the "Gateway to Mecca," combines its role as a transit point for pilgrims with a vibrant cultural scene, seafront corniche, and the historic Al-Balad district, another UNESCO World Heritage site. The city's hotels and serviced apartments cater both to religious travelers and to business visitors engaged in trade and logistics across the Red Sea corridor. Those evaluating hotel options across Saudi Arabia's cities and resort areas can compare concepts and trends through World We Travel's hotels coverage.
Beyond these flagship areas, regions such as Asir in the southwest, with its cooler climate, green mountains, and traditional villages, are gaining visibility as domestic and regional holiday destinations, particularly attractive to families from Saudi Arabia, United Arab Emirates, Kuwait, and other Gulf states seeking respite from summer heat.
Technology, Health, and the Future of Travel in the Kingdom
Saudi Arabia's tourism strategy is deeply intertwined with technology and health considerations, reflecting global shifts accelerated by the COVID-19 pandemic and ongoing digital transformation. The Kingdom has invested heavily in smart city concepts, digital identity systems, contactless payments, and integrated travel platforms, particularly in megaprojects such as NEOM, which is promoted as a living laboratory for future urban and tourism experiences. Readers who follow the intersection of technology and travel can explore broader global trends via World We Travel's technology insights and international resources such as the World Economic Forum.
Health, safety, and wellness have also become central to Saudi tourism planning. The experience of managing Hajj during and after the pandemic reinforced the importance of robust public health systems, crowd management, and digital health tools. The Saudi Ministry of Health and related agencies have continued to refine protocols and infrastructure to ensure that mass gatherings and high-volume destinations can operate safely. Travelers and corporate travel managers assessing health readiness and standards can cross-reference official information with global guidance from the World Health Organization, while also consulting curated health-related travel advice on World We Travel's health section.
In parallel, wellness tourism-spanning retreats, desert escapes, spa resorts, and mindfulness-oriented experiences-is becoming a growing niche, aligning with global demand for rest, mental health support, and nature-based travel. Desert lodges, coastal retreats, and mountain resorts are being positioned to attract visitors from Europe, North America, Asia, and Australia who are seeking quiet, high-quality environments rather than purely urban experiences. Those exploring such options can draw inspiration from World We Travel's retreat features.
Sustainability, Culture, and Responsible Growth
For Saudi Arabia, the challenge is not only to grow tourism quickly, but also to do so responsibly. The Kingdom's landscapes-from coral reefs and deserts to oases and mountain ecosystems-are sensitive to overdevelopment and climate stress. Vision 2030 and associated projects frequently emphasize sustainability, but the test lies in implementation, monitoring, and transparent reporting. Businesses and travelers increasingly expect credible environmental performance, not just ambitious marketing. Learn more about sustainable business practices and global climate frameworks through organizations such as the OECD and the UN Framework Convention on Climate Change.
Culturally, the Kingdom is seeking to present a narrative that honors its Islamic and Arab heritage while opening space for contemporary art, music, film, and design. Major events and festivals, some organized under entities like the General Entertainment Authority, have introduced international performers and new forms of public entertainment, which were limited in previous decades. At the same time, there is a strong emphasis on preserving historic sites, traditional architecture, crafts, and intangible heritage, aligning with global best practices in cultural tourism. Readers with a particular interest in cultural immersion can explore broader perspectives on World We Travel's culture section.
For international visitors, this evolving cultural landscape offers both opportunities and responsibilities. Understanding local customs, dress codes in certain areas, and the significance of religious practices remains essential, even as the country becomes more open and cosmopolitan in many urban centers. Business travelers, in particular, benefit from taking time to understand Saudi business etiquette, decision-making processes, and social norms, which can differ from those in Europe, North America, or East Asia.
Opportunities and Considerations for Global Travelers and Businesses
For the audience of worldwetravel.com, which includes families, solo travelers, corporate decision-makers, and travel professionals from the United States, United Kingdom, Germany, Canada, Australia, France, Italy, Spain, Netherlands, Switzerland, China, Sweden, Norway, Singapore, Denmark, South Korea, Japan, Thailand, Finland, South Africa, Brazil, Malaysia, New Zealand and beyond, Saudi Arabia's tourism transformation presents a multifaceted opportunity.
Families may find new options in coastal resorts, cultural festivals, and mountain destinations, with improved domestic connectivity and growing family-friendly infrastructure. Those planning multi-stop itineraries that combine Saudi Arabia with other regional destinations in Europe, Asia, or Africa can explore comparative family travel insights on World We Travel's family travel page.
Business travelers and investors can assess Saudi Arabia as both a market and a partner, whether in hotel development, destination management, travel technology, or events. The Kingdom's scale, strategic location between Europe, Asia, and Africa, and strong state backing for tourism projects make it a central player in regional travel networks. Those considering cross-border collaborations will find it useful to review not only Saudi regulatory frameworks but also international best practices in responsible investment and tourism governance through institutions such as the World Tourism Organization and the International Finance Corporation.
Individual travelers, whether motivated by curiosity about the birthplace of Islam, a desire to see emerging destinations before they become mainstream, or interest in wellness and eco-retreats, will discover a country that is still in the process of defining its tourism identity. This creates a sense of discovery but also requires flexibility and careful planning, from understanding visa rules and seasonal weather patterns to choosing accommodations that align with one's expectations and values. Practical planning support and destination overviews are available across World We Travel's destination resources and general travel guidance.
Looking Ahead: Saudi Arabia's Place in the Global Tourism Landscape
As of 2026, Saudi Arabia has firmly established tourism as a strategic priority and a visible component of its international image. The sector's contribution to GDP, while still modest compared with long-standing oil revenues, is growing steadily, supported by rising visitor numbers, large-scale investments, and the integration of tourism into broader economic and social reforms under Vision 2030.
The Kingdom's success will ultimately be measured not only in arrivals and revenues, but also in its ability to balance growth with cultural integrity, environmental sustainability, and social inclusion. For the global travel community, including readers and partners of worldwetravel.com, Saudi Arabia offers a live case study in how a country can reposition itself on the world stage through tourism, while grappling with the expectations and scrutiny that come with increased openness.
As travelers, businesses, and policymakers continue to watch this transformation unfold, Saudi Arabia's evolving tourism landscape invites engagement, critical observation, and thoughtful participation. Those planning to explore the Kingdom-whether for business, pilgrimage, culture, or leisure-will find that the story of Saudi tourism is still being written, and that their own journeys can become part of a broader narrative of change, connection, and discovery in one of the world's most historically significant regions.
For ongoing coverage of Saudi Arabia and other global destinations, readers can return to the main hub of World We Travel and follow how this transformative journey fits into the wider evolution of travel, work, and culture worldwide.