The WTTC’s 2024 EIR paints a picture of a tourism sector soaring past all expectations. In 2023, the sector’s GDP contribution surged by nearly 30% compared to its previous peak, underscoring its pivotal role in Saudi Arabia’s economic diversification. International visitor spending skyrocketed by 57%, reaching SAR 227.4 billion (USD 60.6 billion), surpassing the previous record by SAR 93.6 billion. Domestic visitor spending also saw significant growth, rising by 21.5% to SAR 142.5 billion (USD 38 billion). These figures reflect the Kingdom’s ability to attract both global and local travelers, fueled by its strategic investments and innovative tourism initiatives.
Employment in the sector also reached new heights, with 436,000 new jobs created, bringing the total to over 2.5 million—nearly one in five jobs in the country. This 24% increase since the pre-pandemic peak highlights tourism’s role as a key driver of job creation, particularly for Saudi nationals. The sector’s recovery from pandemic-related losses, fully achieved by 2022, has been followed by sustained growth, making it one of the fastest-growing industries in the Middle East.
Perhaps the most striking achievement is Saudi Arabia’s early attainment of its Vision 2030 goal of welcoming 100 million tourists. In 2023, the Kingdom hosted 77 million domestic and 27 million international visitors, a 56% increase compared to 2019. This milestone, achieved seven years ahead of schedule, prompted the Kingdom to set a more ambitious target of 150 million tourists by 2030.
At the heart of this tourism boom is Saudi Arabia’s Vision 2030, a transformative initiative to diversify the economy and reduce dependence on oil. Tourism is a cornerstone of this vision, with the Kingdom investing over USD 800 billion by 2030 to develop world-class infrastructure, attractions, and connectivity. The introduction of tourist visas in 2019, followed by e-visas and visa-on-arrival options for 49 countries, has removed major barriers to international travel, driving a surge in arrivals.
Julia Simpson, WTTC President & CEO, described 2023 as “a pivotal moment in [Saudi Arabia’s] journey towards becoming a global tourism leader.” She attributed this success to the Kingdom’s “visionary commitment to the sector, showcasing an impressive fusion of cultural heritage and innovative tourism initiatives.” Similarly, His Excellency Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism and Chairman of the Executive Council of UN Tourism, emphasized that the WTTC data “provides further evidence of the rapid success we have achieved in transforming Saudi Arabia’s tourism industry.”
Campaigns like “Welcome to Arabia” and “Where Winter Lights Up” have effectively marketed Saudi Arabia’s diverse offerings, from ancient ruins to modern festivals. The “Saudi Summer” campaign, alongside events like Riyadh Season and Jeddah Season, has boosted domestic tourism, while international marketing efforts targeting markets like the UK, France, Germany, China, and India have attracted a growing number of global visitors.
As the capital and a key hub for Virgin Atlantic’s historic flight launched in April 2025, Riyadh is at the forefront of Saudi Arabia’s tourism revolution. The city blends tradition and modernity, offering visitors a wealth of experiences. Pinkstone Travel Saudi invites travelers to explore Riyadh’s highlights:
Riyadh’s hospitality sector has also seen remarkable growth, with hotel room occupancy rates reaching 55.4% nationally by Q2 2024, and five-star hotels in Riyadh hitting 97% during peak seasons. The Kingdom plans to add 320,000 new hotel rooms by 2030, focusing on luxury and high-end segments to meet growing demand.
Saudi Arabia’s tourism appeal extends far beyond its capital. The Kingdom’s diverse landscapes and cultural treasures make it a year-round destination. Pinkstone Travel Saudi highlights the following must-visit locations:
The Kingdom’s seven UNESCO World Heritage Sites, including Al-Ahsa Oasis and the rock art of Hail, add to its allure for history enthusiasts. Meanwhile, adventure seekers can dive in the Red Sea, hike the Sarawat Mountains, or explore the vast Rub’ al-Khali desert.
Saudi Arabia’s tourism growth is supported by significant improvements in connectivity. The launch of Virgin Atlantic’s daily Riyadh-London flight in April 2025, operated by an Airbus A330neo, enhances access for UK travelers and connects Saudis to destinations like New York and Los Angeles via Delta Air Lines. Partnerships with Saudia and the upcoming Riyadh Air, set to debut in 2025, will further expand global reach.
The Kingdom’s 13 international and 15 domestic airports, served by airlines like Flynas, Flyadeal, and Saudi Airlines, ensure seamless travel within and beyond Saudi Arabia. Infrastructure projects like NEOM, a futuristic city, and the Red Sea Development are transforming the tourism landscape, while the planned GCC unified tourist visa will facilitate regional travel.
The tourism sector’s economic impact is profound. In 2023, tourism revenue reached USD 67 billion, with international arrivals contributing significantly to the current account balance. However, increased imports and remittance outflows related to tourism development have slightly offset these gains. Despite this, the sector’s contribution to GDP is projected to reach SAR 498 billion in 2024 and SAR 836.1 billion by 2034, accounting for nearly 16% of the economy. Employment is expected to grow to 2.7 million in 2024 and 3.6 million by 2034, with one in five Saudis working in tourism.
Socially, tourism is fostering cultural exchange and empowering local communities. The sector’s localization rate in hospitality has reached 35%, and rural tourism is gaining traction, with regions like Abha and the Red Sea attracting visitors seeking authentic experiences. Campaigns targeting diverse markets, from GCC countries to Europe and Asia, are broadening Saudi Arabia’s appeal.
Despite its success, Saudi Arabia’s tourism sector faces challenges. The global tourism market is highly competitive, and regional instability or negative perceptions in some Western markets could deter visitors. Social norms, such as alcohol restrictions, may also influence traveler preferences. However, the Kingdom is addressing these through targeted marketing, visa reforms, and investments in diverse offerings, from luxury to affordable travel.
The focus on both leisure and religious tourism, coupled with campaigns like “The Land is Calling,” ensures broad appeal. In 2024, Saudi Arabia recorded 30 million international arrivals, a 27% increase from 2023, though growth slowed to 9.4% compared to the previous year’s 65%. To reach 70 million international visitors by 2030, the Kingdom needs an annual growth rate of 14.69%, a target Minister Al-Khateeb believes is achievable through strategic focus on domestic, regional, and global markets.
Pinkstone Travel Saudi is at the forefront of this tourism revolution, offering tailored experiences for visitors arriving on Virgin Atlantic’s new Riyadh route or exploring other regions. For international travelers, Pinkstone provides curated itineraries, from historical tours of Diriyah to adventure trips in Al Ula. UK visitors receive guidance on cultural nuances, while Saudi residents can access seamless travel packages to London and beyond.
Exclusive offerings include VIP access to Riyadh Season, private desert safaris, and hot air balloon rides over the Red Sea. Pinkstone’s partnerships with local operators ensure authentic experiences, whether dining in traditional Saudi homes or diving in pristine coral reefs. For business travelers, Pinkstone facilitates corporate travel to Riyadh’s growing business district, supported by Virgin Atlantic’s premium cabins and cargo services.
The agency’s reputation is supported by its inclusion in lists of top tour operators in Saudi Arabia, as seen on various travel platforms.
The WTTC forecasts continued growth for Saudi Arabia’s tourism sector in 2024, with GDP contribution reaching SAR 498 billion, employment rising by 158,000 jobs, and international visitor spending hitting SAR 256 billion. By 2034, the sector is expected to contribute SAR 836.1 billion to GDP and employ 3.6 million people. The Middle East’s tourism sector, which grew 25% in 2023 to USD 460 billion, is projected to reach USD 507 billion in 2024, with Saudi Arabia leading the charge.
As Saudi Arabia prepares to host the FIFA World Cup in 2034 and launches Riyadh Air, its tourism ambitions are set to soar. Pinkstone Travel Saudi invites travelers to be part of this historic journey, exploring a Kingdom where ancient heritage meets modern innovation. Book your trip today and discover why Saudi Arabia is the world’s fastest-growing tourism destination.