Saudi Arabia broadens tourism strategy beyond religious travel

Jeddah : Saudi Arabia is rapidly expanding its tourism industry beyond religious travel, developing heritage destinations, entertainment hubs and modern attractions as part of its Vision 2030 economic diversification strategy.

The kingdom began issuing tourist visas to international visitors for non-religious travel in 2019.

Research presented by Tourism Economics at the WTM Spotlight Riyadh event showed that Europe was the fastest-growing long-haul market for Saudi leisure travel between 2019 and 2025. European travelers accounted for 10 percent of leisure trips last year, while the Middle East remained dominant with an 82 percent share.

Riyadh highlights the country's transformation, combining landmarks such as Al Masmak Palace and the Saudi National Museum with developments including the King Abdullah Financial District, which spans 1.6 million square meters and contains 95 buildings.

Heritage destinations are also gaining prominence. Diriyah's UNESCO-listed At-Turaif district and AlUla, home to Hegra, offer visitors access to Saudi Arabia's history and landscapes.

AlUla recorded about nine million visitor nights in 2025, while international visitor nights across Saudi Arabia rose 177 percent from 2019 to 2025.