Saudi Arabia’s travel and tourism market is on fire — and the figures prove it. A new report from ResearchAndMarkets.com, titled “Saudi Arabia Travel & Tourism Market, By Region, Competition, Forecast & opportunities, 2020–2030F”, reveals that the sector is set to almost double in size, from USD 53.87 billion in 2024 to USD 100.23 billion by 2030, growing at a striking 10.9% CAGR.
Clearly, Saudi Arabia is no longer an emerging destination, but the industry’s next powerhouse. And travel providers who move fast could see huge returns.
A new Golden Age for Saudi tourism
Driving this growth is Vision 2030, the Kingdom’s ambitious roadmap to diversify its economy and reduce dependence on oil. Tourism sits at its heart, backed by nearly USD 1 trillion in development projects transforming the country’s landscape from luxury coastal resorts to futuristic cities and heritage restoration.
The payoff is already evident. 30 millions international visitors travelled to Saudi Arabia in 2024, an increase from 27.5 million the year before, as the country rolled out easier visa access, expanded flight routes, and ramped up global marketing. Religious travel remains a mainstay, but the narrative is shifting as the Kingdomis fast becoming a destination for culture, adventure, and high-end leisure.
From pilgrimage to playtime
Gone are the days when travel to Saudi Arabia was mostly about Hajj or Umrah. Today, travellers can explore UNESCO sites in AlUla, dive the untouched reefs of the Red Sea, or zip-line through the Asir mountains. Developments like NEOM and The Red Sea Project are redefining luxury tourism, while cultural initiatives in Diriyah and Jeddah showcase the Kingdom’s rich heritage and modern vibrancy.
For travel agents and tour operators, this opens a wave of new itinerary possibilities. Think desert adventure meets boutique luxury, or culture, cuisine, and coastline in one epic trip.
The hot topic
Saudi Arabia’s extreme heat is no doubt a challenge, and the Saudi government is already investing in smarter cooling systems, shaded zones, and heat-adaptive planning, but industry players must also be mindful. Expect seasonality to shift and outdoor activities to cluster in cooler months, insights that will shape how itineraries, marketing, and pricing evolve.
Cashless, clickable, and convenient
Another defining trend in Saudi Arabia’s tourism evolution is the rise of digital and flexible payment systems. With Vision 2030 targeting 70% non-cash transactions by 2025, local fintech firms like Tamara and Tabby are fuelling a Buy Now, Pay Later (BNPL) boom, projected to grow from USD 1.48 billion in 2025 to USD 2.36 billion by 2030.
Meanwhile, digital wallets such as STC Pay, Mada Pay, and Apple Pay are transforming how Saudis book and pay for travel. In March 2025, Mada card e-commerce sales jumped 73.4% year-on-year, hitting SAR 27.55 billion (USD 7.34 billion), a clear sign that travellers to the Kingdom want frictionless, tech-enabled experiences.
For tourism providers and operators, adopting flexible digital payment options is now essential to stay competitive in this fast-evolving market.
Key players shaping the scene
A cluster of industry heavyweights are driving the Kingdom’s tourism momentum, including Saudi Telecom Company, Etihad Airways PJSC, Al Riyadh Travel and Tourism Company, Seera Group Holding, Red Sea Global, Zahid Travel, and Ace Travel Group. Together, they’re building a high-performance ecosystem that connects world-class infrastructure, innovation, and global marketing.
Opportunities for the trade
Saudi Arabia’s rise as a tourism titan represents a once-in-a-generation opportunity for travel sellers worldwide. And here are just some simple ways to stay ahead for those starting to add the Kingdom to their portfolio of tours:
- Start building mixed-product itineraries including culture-led tours, wellness, adventure, and high-end leisure.
- Forge partnerships with local DMCs, hotels, and destination projects for early access and visibility.
- Stay seasonal-smart and plan around climate comfort windows and promote shoulder-season experiences.
- Offer flexible, digital-first payment options to meet traveller expectations.
- Invest in education to better understand Saudi’s regions, visa updates, and cultural etiquette will be key to selling confidently.
Saudi Arabia is a rising tourism powerhouse, and the world is watching. Those ready to engage early will no doubt be the ones to benefit most when the desert sands turn golden with opportunity.
