For decades, tourism in Saudi Arabia centered mainly on religious travel, Hajj, and Umrah. Foreign visitors were typically limited to pilgrims, business travelers, or expatriates. That changed in 2019 when Saudi Arabia launched a wide-reaching e-visa program to attract global tourists.
Backed by Vision 2030, the Kingdom is investing heavily in new infrastructure, cultural sites, and international events. These efforts are paying off. Saudi Arabia led the G20 in post-pandemic tourism recovery and recorded the world’s highest growth in tourism revenue in 2024.
This article explores how Vision 2030 is driving the Kingdom’s transformation into a major global travel destination.
What Is Saudi Vision 2030?
Saudi Vision 2030 is a national strategy launched in April 2016 by Crown Prince Mohammed bin Salman. Its main goal is to reduce the country’s reliance on oil by growing other sectors and creating more job opportunities for citizens.
The plan is built on three main pillars: building a vibrant society, growing a strong economy, and shaping an ambitious nation. Tourism is now one of its top priorities. The Kingdom aims to highlight its rich culture and natural landscapes while turning Saudi Arabia into a major global destination.
To support this, several new bodies were formed. The Saudi Commission for Tourism became the Ministry of Tourism in 2020, and the Saudi Tourism Authority was created to promote the sector. The Royal Commission for AlUla was also established to manage key heritage areas, and a Tourism Development Fund was introduced to attract private investment.
Vision 2030 tourism aimed initially to bring in 100 million visitors annually, but that number has now been raised to 150 million by 2030. This growth is supported by new resorts, large-scale city developments, and simplified visa rules. In short, tourism is a central part of the Kingdom’s push to build a more diverse and modern economy.
Expanding Tourism Beyond Pilgrimage
Travel to Saudi Arabia is evolving far beyond its traditional religious roots. While Mecca and Medina remain central to the Kingdom’s identity, Vision 2030 is driving the development of new destinations that highlight Saudi Arabia’s history, culture, and natural beauty.
Even pilgrimage travel is being reimagined through the “Umrah Plus” program, which encourages visitors to combine religious journeys with cultural or coastal stays. The government has also expanded Umrah capacity from 8 million to a planned 30 million annual visitors.
This integration of spiritual and leisure travel reflects how Vision 2030 is redefining what it means to travel to Saudi Arabia.
Mega Projects Redefining Saudi Travel
Vision 2030 has launched a range of large-scale developments that are reshaping how visitors travel to Saudi Arabia. These projects span heritage, entertainment, nature, and futuristic living:
- NEOM & The Line: A $500+ billion city on the Red Sea, built as a carbon-neutral, car-free urban spine stretching 170 km. Includes luxury resorts, mountain sports in Trojena, and island destinations like Shura Island.
- Red Sea Project: A sustainable luxury tourism zone with 90+ islands, coral reefs, and nature reserves. Set to include 50 eco-resorts and marine activities, with a strong focus on environmental protection.
- Qiddiya: A mega entertainment city near Riyadh offering theme parks (Six Flags, Dragon Ball), water parks, sports venues, and a Formula 1-style track—built to position Saudi Arabia as a global leisure hub.
- Diriyah Gate: A $20+ billion heritage development reviving the historic At-Turaif district. Features restored palaces, museums, boutique hotels, and cultural venues that celebrate Saudi Arabia’s Najdi roots.
- AlUla: A cultural and adventure tourism hotspot in the northwest with Nabatean tombs, desert festivals, nature reserves, and luxury stays among ancient landscapes.
Opening the Kingdom to the World
Saudi Arabia has taken major steps to make travel easier and more accessible for global visitors:
- Launch of eVisa Saudi Arabia
In 2019, Saudi Arabia introduced its first-ever tourist e-visa, which allows travelers from 49 countries to apply for a Saudi visa online. Today, the list has grown to over 63 eligible nationalities.
- Expanded Umrah Access
As of October 2025, all visa types, including tourist, business, work, and family, now allow entry for Umrah. This update simplifies pilgrimage travel, even for those visiting for non-religious reasons.
- Upcoming GCC Unified Visa
A regional visa system is in development, expected by 2025–26. This single permit will allow tourists to visit Saudi Arabia, the UAE, Qatar, Oman, Bahrain, and Kuwait on one visa.
- Digital Travel Platforms
Saudi Arabia is investing in tech to support tourism. The Nusuk platform helps visitors book Umrah packages, apply for visas, and access services online. VisitSaudi.com and its app now provide booking tools and travel guides for leisure travelers.
These changes reflect Vision 2030’s push to make the Saudi Arabia visa process simpler and to welcome a broader range of tourists—not just pilgrims.
Building World-Class Tourism Infrastructure
Saudi Arabia is rapidly upgrading its tourism infrastructure to meet global standards, with major investments across transport, hospitality, and sustainability, all aligned with Vision 2030.
Modern Transport Systems
The Riyadh Metro, launched in late 2024, is now the world’s longest driverless metro network at 176 km. It has already served over 100 million riders and connects key areas across the capital.
A new high-speed rail line is also under construction to link Riyadh with King Abdullah Economic City, the international airport, and Qiddiya. In the West, Jeddah’s King Abdulaziz International Airport has completed a large new terminal to increase both pilgrim and tourist traffic.
A new King Salman Airport is also planned to handle rising visitor demand. These projects are part of a wider push to improve access across cities, holy sites, and emerging resorts.
Hotel and Resort Expansion
Global hospitality brands, including Hilton, Marriott, Accor, and Four Seasons, are building properties in major cities and coastal areas. By 2030, the country is expected to add more than 362,000 new hotel rooms, many of which will support large-scale events such as the 2034 FIFA World Cup.
To attract more investors, the government removed hotel licensing fees in 2024 under the Tourism Investment Enabler Program.
Focus on Sustainability
Environmental goals are built into many of Saudi Arabia’s top tourism projects. NEOM’s The Line will run on 100% renewable energy and preserve 95% of the surrounding land as natural space.
The Red Sea Project uses eco-friendly design and actively protects marine ecosystems, including coral reefs and endangered species such as hawksbill turtles. These efforts reflect Vision 2030’s long-term goal to balance tourism growth with environmental protection.
Promoting Culture, Heritage, and Adventure Tourism
Through Saudi Tourism 2025, the focus now includes cultural experiences and outdoor adventures. Year-round events like Riyadh Season and Jeddah Season bring live performances, art shows, and sports to city streets.
AlUla’s Winter at Tantora features concerts and balloon rides in a desert setting. Saudi National Day, celebrated every September, adds nationwide energy with public displays and fireworks.
The Kingdom is also expanding its museums and opening UNESCO-listed heritage sites to guided tourism. For outdoor lovers, the Red Sea offers coral reef diving and wreck exploration, while the mountain areas of Asir and Taif attract hikers with cooler air and scenic trails.
Desert safaris are growing in popularity, offering camel rides, stargazing, and visits to ancient sites. Even snow sports are planned in NEOM’s highlands.
Empowering Local Communities and Creating Jobs
Vision 2030 puts Saudi citizens at the center of tourism growth. Development projects are directly tied to Saudization, with hiring targets for local workers. For instance, over 80% of the workforce at Diriyah Gate is Saudi.
Across the country, the Ministry of Tourism is offering training programs in hospitality, tour guiding, and restaurant services, often in partnership with universities and private firms.
Support for small businesses is also growing. Grants and funds help local entrepreneurs open guesthouses, craft shops, and tour services, especially in regions like AlUla and Asir.
Projects like Qiddiya are focused on local hiring and long-term job creation. In short, tourism is being developed as an economic sector and as a source of livelihood.
Marketing Saudi Arabia as a Global Destination
Saudi Arabia is actively reshaping its global image to attract international travelers. The Saudi Tourism Authority leads campaigns like “Saudi, Welcome to Arabia,” aimed at shifting perceptions and showcasing the country’s variety of experiences.
High-profile ambassadors, including global figures like Lionel Messi, have been featured in ads to promote the Kingdom’s culture, landscapes, and entertainment.
Saudi Arabia also invests heavily in visibility through global travel fairs such as ITB Berlin and WTM London, along with sponsorships of major sports events. Formula 1 races, Formula E, and international boxing matches are promoted as tourism magnets, along with homegrown festivals like MDL Beast and Riyadh Season.
Digital marketing plays a big role, too. Influencers and journalists are invited to explore and share their experiences using the hashtag #ShareYourSaudi, helping highlight everything from modern cities to desert adventures.
These efforts are showing results: between 2023 and 2024, foreign visitor spending reached SR153 billion, and tourism’s GDP contribution grew by 13.8%.