Saudi Arabia has emerged as the world’s biggest investor in tourism, with $550bn dedicated to developing new destinations by 2030. 

Initially aiming to attract 100 million visitors a year, as outlined in Vision 2030, the Saudi Tourism Authority (STA) has now set its sights on surpassing this goal. 

By 2030, tourism is projected to contribute more than 10 per cent of Saudi Arabia’s GDP, generating an additional one million jobs.

“The world in the 1920s came to Saudi for oil. Now the world will come in the 2020s for tourism,” said the STA’s CEO Fahd Hamidaddin at the Arabian Travel Market 2023 event recently held in Dubai. “Tourism is the new oil.”

During the exhibition, Saudi Arabia made its grandest appearance to date, showcasing its premier destinations and offering an array of 500 bookable experiences and packages through 67 partners on the stand.

The world in the 1920s came to Saudi for oil. Now the world will come in the 2020s for tourism
Fahd Hamidaddin, Saudi Tourism Authority

Robust growth

Last year, the kingdom recorded a 121 per cent surge in visitor numbers, compared with pre-Covid levels. There were 93.5 million visits in 2022, made up of 77 million domestic travellers and 16.5 million international tourists.

On the back of these figures, the volume of projects associated with hospitality and entertainment is soaring.

The Saudi General Entertainment Authority has granted operating licences to 24 theme parks in the country and issued over 4,000 permits for events and a further 3,370 licences for live performances during 2022, reports UK-based property consultancy Knight Frank.

The kingdom also aims to add 315,000 new hotel rooms by 2030, at an estimated cost of $37.8bn. If all these keys become available, it will mean the country’s hotel room inventory will surpass the UAE’s 200,000 rooms.

At least 225,000 of the rooms are being developed by Saudi Arabia’s gigaprojects. Neom plans to develop about 200 hotels, with international chains competing to operate the properties.

The heritage destination Al-Ula aims to have 5,000 hotel rooms by 2030, while The Red Sea Project has plans for 8,000 rooms across 22 resorts within a decade. The cost of delivering all these hotel rooms is estimated at $110bn, according to Knight Frank and STR Global.

Domestic tourism 

While Saudi Arabia aspires to become one of the world’s top five tourist destinations, it is domestic tourism that currently plays a pivotal role in unlocking the country’s potential.

Out of a population of 36 million, approximately 65 per cent of Saudi nationals make between one and three trips within the kingdom each month, according to Knight Frank.

To further bolster domestic tourism, experts stress the need to expand Saudi Arabia’s transport infrastructure to enhance internal mobility. 

“Supporting hospitality infrastructure, such as new airports and national airlines, combined with a legislative framework that eases access to the sector for international investors will be critical,” said Knight Frank’s head of hospitality in Saudi Arabia, Turab Saleem.

The masterplan for King Salman International airport in Riyadh envisages the facility becoming the world’s largest airport by passenger capacity, with the ability to welcome 185 million passengers by 2050. The airport will house a new national flag carrier, Riyadh Air, which is expected to start operations in 2024.

Riyadh is also working on other airport projects, and in March France’s Egis Group landed a contract for 26 airports in Saudi Arabia. 

MEED's latest special report on Saudi Arabia includes:

> GIGAPROJECTS: Saudi Arabia under project pressure
> ECONOMY: Riyadh steps up the Vision 2030 tempo
> CONSTRUCTION: Saudi construction project ramp-up accelerates
> UPSTREAM: Aramco slated to escalate upstream spending
> DOWNSTREAM: Petchems ambitions define Saudi downstream
> POWER: Saudi Arabia reinvigorates power sector
> WATER: Saudi water begins next growth phase
> BANKING: Saudi banks bid to keep ahead of the pack
> DATABANK: Riyadh holds its buoyant economic heading