Tourist Trends in Saudi Arabia: What to Expect in 2025

The world is watching as Saudi Arabia's tourism sector is actively reshaped by the Vision 2030 strategy. The plan aims to diversify the country's economy, expand its global appeal, and welcome a broader mix of international travelers.

Major projects, new destinations, and upgraded hospitality infrastructure are rolling out — changes that will significantly affect how people travel to, stay in, and experience Saudi Arabia.

According to the World Travel & Tourism Council (WTTC) report (published [insert year/source here]), international visitor spending reached a record $2.1 trillion globally — a market shift that gives Saudi Arabia an opportunity to capture more travel demand and showcase its culture, heritage and natural sites. As visitor numbers rise, local people and hospitality operators can adapt product offerings and hotel services to meet new preferences.

Key Takeaways

• Vision 2030 is accelerating growth in the tourism sector across Saudi Arabia.
• Global international visitor spending is rebounding to record levels (WTTC report) — a tailwind for the kingdom's tourism market.
• Mega-projects and new destinations will attract a wider range of visitors and experiences.
• Local businesses and service providers can benefit by aligning offers to what modern travelers want.
• Saudi Arabia's cultural heritage and natural beauty remain the country’s strongest draws.

Preview: This report covers the projected travel trends and visitor preferences for 2025, from immersive cultural experiences and adventure to luxury stays and mega-project attractions like NEOM, the Red Sea Project, Qiddiya and AlUla.

Want the full data pack? Download the detailed report and itinerary examples in the data-driven section below to plan trips or investment opportunities.

The Transformation of Saudi Arabia's Tourism Landscape

Under Vision 2030, Saudi Arabia is deliberately repositioning its tourism sector from a primarily pilgrimage-focused market to a diversified global destination. The strategy targets job creation, infrastructure upgrades, and expanded visitor services to attract new source markets and extend the tourism season.

Historical Context: From Religious Tourism to Global Destination

Historically, Saudi travel was dominated by religious pilgrimage (Hajj and Umrah). Today the kingdom is broadening its appeal to leisure, adventure, cultural and business travelers, offering different types of destinations across seasons and regions — from urban Riyadh and coastal Jeddah to the deserts and heritage sites of AlUla.

Vision 2030 and Its Tourism Objectives

Vision 2030 sets explicit targets for tourism's economic contribution and diversification. The plan emphasizes developing world-class attractions, improving hospitality standards, and expanding connectivity to support both international and domestic travel.

Recent Growth Statistics and Projections

The sector has recorded strong recovery and growth since 2020. The Saudi Tourism Authority has publicly stated ambitious targets for the coming years — including a government-stated target of up to 100 million visitors in future peak years (verify with SCTA publications for whether this combines domestic and international figures).

YearInternational Visitors (millions)Tourism Contribution to GDP (%)
2020	18	3
2022	27	4.2
2025 (Projected)	100	10

Methodology note: the table reflects government targets and SCTA-reported figures; please consult the SCTA or the cited report for the precise definitions and whether figures refer to international arrivals only or combined visitor counts. These projections illustrate the scale of change Vision 2030 aims to deliver to the kingdom's tourism market.

Tourist Trends in Saudi Arabia: What Travelers Really Want in 2025

By 2025, visitors to Saudi Arabia will increasingly seek a blend of culture, adventure, and luxury. Understanding these evolving preferences helps destinations, hotels and tour operators design the right travel products and services.

Evolving Visitor Demographics and Source Markets

Visitor profiles are shifting: in addition to religious pilgrims, Saudi Arabia is drawing more leisure and business travelers from Europe, Asia and the Gulf — and cities such as Riyadh and Jeddah are emerging as key urban destinations. Source markets are diversifying, which extends the travel season and changes average trip length and spend.

Experience-Based Tourism vs. Traditional Sightseeing

Traditional sightseeing is giving way to experience-based tourism, where travelers prioritize hands-on activities and local connections over ticking monuments off a list. Expect more curated itineraries that combine culture, nature and relaxation.

Immersive Cultural Experiences

Immersive cultural experiences — from guided workshops on traditional crafts to curated food tours — let visitors learn and participate. These offerings are ideal for family groups and independent travelers who want meaningful interaction with local life.

Adventure and Outdoor Activities

Adventure tourism is growing fast: desert safaris, multi-day trekking, and Red Sea water sports (diving, snorkeling and marine conservation experiences) feature prominently in emerging itineraries. These outdoor experiences position Saudi Arabia as a year-round adventure destination for active travelers.

Luxury and Wellness Tourism

Luxury and wellness stays are expanding with resort pipelines and bespoke retreats that combine traditional spa treatments, desert wellness programs and high-end service. Upscale stays are aimed at travelers seeking relaxation, privacy and elevated hospitality standards.

Emerging trends show a move from one-size-fits-all sightsees to specialized routes and themed trips — family-friendly options, adventure itineraries, and luxury escapes — all of which will shape the travel trends in the coming days and years.

Quick planning tip: Pack layers for desert days and cooler evenings, a modest wardrobe for cultural sites, and sturdy shoes for outdoor excursions. See the sample 3-day itinerary in the data-driven section below for a practical illustration of these trends.

Japanese Market: Preferences and Expectations

Saudi Arabia is actively tailoring its offers to attract more visitors from Japan. Understanding Japanese travelers — their preferences, expectations and booking habits — will help destinations, hotels and tour operators deliver the high-quality experiences this market values.

Tourist Behavior and Travel Patterns

Many Japanese tourists prefer organized, well-planned trips and value clear itineraries, punctuality and group-friendly logistics. Travel agencies and tour operators should highlight structured schedules, reliable transfers and cultural briefings to match typical Japanese planning patterns.

Cultural Attractions

Japanese visitors show strong interest in cultural and historical sites that offer depth and context. Destinations such as AlUla and Diriyah — with restored heritage sites and curated museum experiences — are particularly attractive when paired with high-quality interpretation and storytelling.

https://www.youtube.com/watch?v=9RpZaYRxdrQ

Service Standards and Hospitality

Top-tier hospitality and attentive service are essential for this market. Japanese travelers often expect polished customer service, attention to detail and consistency across hotels, restaurants and guides. Investing in staff training on service etiquette and guest expectations will improve satisfaction and repeat visits.

Language and Communication

Language support is a practical barrier that can be solved: Japanese-language website pages, printed guides, signage and audio guides — plus Japanese-speaking guides or dedicated infoline support — all create a smoother visitor experience. Partnerships with Japanese travel agencies and targeted outreach campaigns can also increase awareness and bookings.

Mega Projects Transforming Saudi Tourism by 2025

Saudi Arabia is undergoing one of the most ambitious tourism build-outs in the region. A handful of high-profile mega projects are designed to create new destinations, expand the pipeline of luxury hotels and stays, and introduce entirely new visitor experiences that will change how travelers engage with the kingdom.

NEOM and The Line: Progress and Visitor Appeal

NEOM is a long-term development with reported investment commitments of up to $1.5 trillion; at its center, The Line is promoted as a smart, low-footprint city focused on sustainability, technology and premium living. Visitor attractions will include smart-city tours, design and innovation showcases, and immersive lifestyle experiences that illustrate future urban living.

Timeline/status: NEOM is being delivered in phases — check official NEOM updates for the latest opening dates and visitor access information.

Red Sea Project: Luxury Eco-Tourism Development

The Red Sea Project is positioned as a high-end eco-tourism cluster across islands and coastal zones, emphasizing reef conservation, diving and marine experiences. Visitors can expect luxury resorts, conservation-minded excursions and water-sport offerings that combine leisure with sustainability-led programming.

Visitor attractions: diving and snorkeling routes, marine conservation dives, resort-based wellness programs.

Qiddiya Entertainment City: Saudi's Answer to Orlando

Qiddiya Entertainment City targets family markets and thrill-seekers with theme parks, water parks, and large-scale entertainment facilities. It is being developed to host year-round attractions and festivals that broaden family leisure options within the kingdom.

Visitor attractions: multi-park entertainment zones, motorsport circuits, cultural and live-event venues designed for families and group travel.

AlUla and Heritage Tourism Developments

AlUla is a flagship heritage destination project focused on conservation, archaeological tourism and curated cultural programs. Developments include restored ancient sites, festival programming and luxury hospitality offerings that connect visitors to the region’s history and natural landscapes.

Visitor attractions: guided archaeological tours (Mada’in Saleh), seasonal festivals, and boutique heritage hotel experiences.

Practical note: project timelines and visitor facilities vary — consult official project websites and the latest government report updates for the most current status on openings, access rules and planned hospitality inventory.

Cultural and Heritage Tourism Opportunities

Saudi Arabia is positioning itself as a premier cultural and heritage destination, leveraging a deep historical record and living traditions to offer immersive experiences for curious visitors. These offerings appeal to people who prioritize meaningful cultural engagement over passive sightseeing.

Ancient Sites and Archaeological Tourism

AlUla is a flagship heritage region showcasing extraordinary ancient sites. Mada'in Saleh (Hegra), a UNESCO World Heritage site, features well-preserved Nabatean tombs and rock-cut architecture; guided archaeological tours and interpretive trails help visitors understand the site's significance and conservation needs. Check official site access rules and seasonal visiting windows before planning.

Museum Expansions and Cultural Festivals

Saudi museums and cultural programming are expanding to display the kingdom’s long history. The Saudi National Museum and regional galleries are developing new galleries and rotating exhibitions, while festivals such as AlUla’s "Winter at Tantora" combine music, arts and local cuisine to create seasonal cultural drawcards.

Traditional Crafts and Artisanal Experiences

Hands-on artisanal experiences—pottery, weaving, perfumery and traditional coffee-making—offer direct contact with local makers and techniques. Visitors can participate in workshops or visit souks to meet artisans, purchase handmade goods, and support community livelihoods.

Religious Tourism Beyond Hajj and Umrah

Beyond pilgrimage services for Hajj and Umrah, Saudi Arabia also offers historic Islamic sites and museums that contextualize the region’s religious heritage. Sites like Al‑Masjid an‑Nabawi in Medina are important both spiritually and historically; non-pilgrimage visitors should check visitor guidelines and respectful-visit protocols.

Sample heritage day (suggested): morning guided tour of Mada'in Saleh + midday artisanal workshop and market visit + evening cultural performance or museum exhibition — a compact itinerary that balances history, local craft experiences, and downtime.

How to book heritage tours: use accredited local operators or the official tourism portal for vetted guides, and confirm language options, group size limits, and conservation rules before booking.

Digital Innovation and Technology in Saudi Tourism

Saudi Arabia is integrating digital innovation to make travel more connected, convenient and personalized. Emerging trends in technology are improving how travelers discover destinations, book hotels and design memorable experiences that blend tradition with modern convenience.

Smart Tourism Infrastructure and Connectivity

The kingdom is rolling out smart tourism infrastructure focused on seamless connectivity and mobile-first services. Key elements include:

• Advanced public Wi‑Fi and improved cellular coverage in major tourist destinations
• Mobile apps and digital platforms for navigation, bookings and local information
• Integrated smart-transport solutions for easier transfers between sites and airports

How this benefits travelers: faster planning, fewer delays, real-time updates and easier access to local services — all of which improve stay satisfaction and encourage longer visits.

Virtual and Augmented Reality Experiences

Virtual and augmented reality are being used to enrich cultural interpretation and site access. Examples include:

1. Virtual tours that preview archaeological sites and museums before arrival
2. AR exhibits that overlay historical reconstructions in-situ at heritage sites
3. Interactive cultural experiences that combine storytelling with immersive media

These tools help visitors — including families and international guests — engage with complex history and plan their on-the-ground experiences more effectively.

AI-Powered Personalization and Service

Artificial intelligence is improving guest-facing services across hospitality and tourism. AI-driven features being piloted or rolled out include chatbots, personalized itinerary suggestions and real-time language translation that enhance accessibility and convenience.

• Personalized recommendations: tailored activities, dining and entertainment based on traveler preferences
• Real-time translation tools to lower language barriers
• Service automation in hotels to speed check-in/check-out and customize in-room settings

Digital Nomad Visas and Remote Work Opportunities

Saudi Arabia has introduced initiatives to attract remote workers; check official sources for current eligibility and application details. These programs aim to support longer stays and connect digital professionals with local co-working spaces and networking opportunities.

BenefitsDescription
Flexible visa options	Allowing extended stays for remote work (confirm current rules on official portals)
Co-working spaces	High-speed internet and amenities in urban centers and resort stays
Networking opportunities	Programs and events that link digital nomads with local businesses and the hospitality market

For travelers and industry stakeholders, the message is clear: digital services, connectivity and smart tools are now central to the visitor experience. See the related report sections for named pilot projects, official app listings and links to government announcements that verify current offerings and timelines.

Entrepreneurial Opportunities for Locals

With the tourism expansion under Vision 2030, Saudi Arabia presents a growing market for local entrepreneurs. Increased arrivals and new destinations mean more demand for lodging, guided services, food experiences and transport — a chance for people to create businesses that cater to modern travel needs and visitor expectations.

Short-Term Rental Market: Regulations and Potentials

The short-term rental sector is expanding as demand for authentic local stays rises. Platforms like Airbnb make it easier to list properties, but hosts must comply with municipal rules, licensing and tax obligations. Consider this a regulated opportunity: research local permitting, insurance requirements, and hospitality standards before listing.

Tour Guide Services and Experience Curation

Experienced local guides can build compelling visitor-first offerings by curating themed trips — heritage walks, food tours, desert expeditions — tailored to different visitor segments (families, adventure seekers, cultural travelers). Certification, language skills and clear safety protocols increase credibility and allow higher pricing.

Culinary Tourism and Food-Based Businesses

Culinary offerings remain a high-impact entry point for entrepreneurs. Pop-up dining, street-food stalls, cooking classes and guided food tours let visitors taste regional cuisine and meet the people behind it. Partnerships with hotels and tour operators can drive repeat bookings and larger group trips.

Transportation and Logistics Services

Reliable transport is essential to the visitor experience. Local operators can provide:

• Airport transfers and shuttle services
• Guided transfer packages for tours and day trips
• Special event and private-vehicle services for luxury or group travelers

Last-Mile Connectivity Solutions

Entrepreneurs who solve last-mile gaps — shuttle partnerships with hotels, app-based pickup points or localized ride services — add real value to both guests and accommodation providers.

Specialized Tour Transportation

Offering themed vehicles (vintage cars, luxury SUVs, customized safari rigs) can attract higher-spending guests and niche markets such as wedding parties, photographers, or film crews.

Business OpportunityPotential Revenue (est.)Initial Investment (est.)
Short-Term Rentals	$10,000/month	$50,000
Tour Guide Services	$5,000/month	$1,000
Culinary Tourism	$8,000/month	$20,000

Note: Figures above are illustrative estimates — treat them as starting benchmarks and verify with local market research and authorities before investing.

Quick-start resources: consult the official tourism portal for licensing steps, join accredited hospitality training programs for service and language skills, and use established platforms (booking OTAs, local DMO directories) to reach international travelers. A downloadable starter checklist (see the resources section) can guide permits, insurance, pricing and basic marketing steps.

Conclusion: by combining cultural knowledge with solid operational standards, local entrepreneurs can capture value from increasing trips to the kingdom — from family stays to niche adventure and culinary experiences — and build sustainable small businesses that serve tourists and local communities alike.

Challenges and Considerations for Saudi Tourism Growth

Saudi Arabia aims to diversify its economy through tourism by 2030, but this transformation brings several practical challenges that require careful planning, investment and coordination. Addressing these issues early will minimize negative impact on visitor experience and maximize long-term market benefits.

Infrastructure Development Timelines

Timely delivery of transport, utilities and hospitality inventory is critical. Large projects such as NEOM and the Red Sea Project are phased developments; any schedule slippage can affect capacity, bookings and investor confidence. Mitigation: prioritize critical-path works (air access, core roads, utilities), use public–private partnerships, and publish transparent progress reports so operators can align planning and marketing.

Balancing Cultural Preservation with Modernization

Modern development must protect fragile heritage assets and local practices. AlUla offers a model of conservation-led tourism, but replication requires strict conservation protocols, community engagement and sustainable visitor limits. Mitigation: adopt best-practice heritage management, apply community benefit-sharing models, and use controlled access and interpretive programming to preserve authenticity while enabling access.

Climate Adaptation for Year-Round Tourism

Desert heat presents a seasonal constraint on outdoor activities and events. Solutions include climate-controlled attractions, shaded public spaces, cooled transit hubs and scheduling high-intensity outdoor events for cooler months. Short-term fixes (pop-up shade, misting stations, early-morning tours) and long-term design innovation (passive cooling architecture, green infrastructure) both reduce climate-related friction for visitors.

Workforce Development and Hospitality Training

High-quality service is essential to meet rising expectations. The kingdom needs a pipeline of trained staff with language skills, customer-service training and cultural sensitivity. Practical steps: expand accredited hospitality programs, create fast-track certification for tour guides, incentivize language training (Japanese, Mandarin, English), and partner with international hotel groups for on-the-job training.

Regional Competition and Differentiation

Saudi Arabia competes with established regional destinations such as Egypt and Jordan for cultural and archaeological tourists. Differentiation is key: combine immersive heritage experiences, world-class hospitality and unique mega-projects to position the kingdom as a complementary and distinct option in regional itineraries. Mitigation: coordinated marketing, niche product development (marine conservation, ultra-luxury retreats, smart-city showcases) and cross-border multi-destination packages.

ChallengeKey ConsiderationsPotential Solutions
Infrastructure Development	Timelines, capacity, quality	Prioritize air/road access, PPPs, transparent progress reporting
Cultural Preservation	Heritage protection, community impact	Conservation-led planning, visitor caps, community benefit schemes
Climate Adaptation	Seasonality, visitor comfort	Climate-controlled venues, passive cooling designs, seasonal scheduling

Recommended quick wins:

• For policymakers: publish a consolidated project timeline and a short checklist for investors outlining permits, access and incentives.
• For operators: implement summer-friendly schedules, develop indoor/air-conditioned alternatives and train staff in multilingual customer service.
• For local communities: create small-grant programs to help artisans and micro-entrepreneurs prepare for tourist demand.

These pragmatic measures — focused on planning, transparency and targeted investments — will reduce time-to-market risks and strengthen the kingdom’s position in the global tourism market. For detailed evidence and project-specific timelines, consult the latest government report updates and official project pages.

Conclusion: Embracing Saudi Arabia's Tourism Future

Saudi Arabia stands at the threshold of a major tourism expansion driven by Vision 2030 and substantial public and private investment. With careful execution, the kingdom can convert global travel momentum into sustainable economic growth, new jobs and broadened cultural exchange — benefits the whole country can share.

The tourism landscape is evolving quickly, opening fresh opportunities for international travelers (including targeted markets such as Japan) and for local operators, hotels and investors. Major initiatives like NEOM, the Red Sea Project and Qiddiya Entertainment City aim to combine culture, adventure and family-friendly entertainment to create distinctive visitor experiences.

Looking ahead, success will depend on balancing ambitious infrastructure and hospitality expansion with cultural preservation, workforce development and smart, climate-aware planning. That balance will determine whether the kingdom’s tourism transformation improves quality of life, protects heritage and secures long-term returns.

Next steps & resources: consult the official Ministry of Tourism site, project portals (NEOM, Red Sea Project, Qiddiya) and the latest WTTC and SCTA report updates for verified timelines, visa guidance and hotel inventory details. Subscribe to our newsletter for ongoing updates and downloadable data packs with planning tools and sample itineraries.

FAQ

What is Saudi Arabia's Vision 2030 strategy, and how does it impact tourism?

Vision 2030 aims to diversify the economy and expand non-oil sectors. Tourism is a cornerstone: the strategy funds infrastructure, heritage conservation and mega-projects to attract a wider range of visitors and increase tourism’s contribution to GDP.

What are the main tourist trends in Saudi Arabia expected in 2025?

By 2025, expect more experience-based tourism: immersive cultural programs, outdoor adventure and luxury wellness stays. These trends reflect global travel preferences and the kingdom’s investment in varied destinations and hotel offerings.

What are the mega-projects transforming Saudi tourism?

Mega-projects such as NEOM (including The Line), the Red Sea Project and Qiddiya are designed to create new kinds of destination experiences — from high-tech urban showcases to luxury eco-resorts and large-scale entertainment hubs.

What cultural and heritage tourism opportunities are available in Saudi Arabia?

Visitors can explore ancient sites, expanding museums and seasonal cultural festivals, and participate in artisanal workshops. Heritage tourism aims to combine conservation with engaging visitor programming.

How is digital innovation and technology being used in Saudi tourism?

Digital innovation supports smart infrastructure, AR/VR interpretation, AI-powered personalization and initiatives to attract remote workers. These tools improve planning, accessibility and the overall visitor experience.

What entrepreneurial opportunities are available to locals in the Saudi tourism sector?

Local entrepreneurs can enter short-term rentals, tour curation, culinary tourism, transport and last-mile services. Training programs and government initiatives provide pathways to scale these businesses.

What are the challenges and considerations for Saudi tourism growth?

Key considerations include infrastructure timelines, cultural preservation, climate adaptation and workforce development. Strategic planning and stakeholder coordination are needed to manage these challenges effectively.

What can Japanese tourists expect when visiting Saudi Arabia?

Japanese tourists can expect curated cultural experiences, high service standards and growing language support. Targeted packages, group-friendly itineraries and bilingual guides are increasingly available.

How will Saudi Arabia's tourism sector evolve in the coming years?

The sector is set to grow as projects come online and experience-based offerings expand. Continued investment in hospitality, conservation and digital services will shape the next phase of the kingdom's tourism life and industry.