Something is shifting in the Saudi sands—and it is not just the winds. Saudi Arabia is crafting a bold new chapter in the story of the shimmering Arabian Peninsula. Long defined by its vast oil wealth and sacred Islamic sites, the Kingdom is now embracing tourism as a cornerstone of its ambitious Vision 2030—a sweeping strategy to diversify its economy and reshape its global image.
Heavy reliance on oil revenue has left Saudi Arabia vulnerable to fluctuating prices and the uncertainties of a rapidly evolving energy landscape. In contrast, tourism offers a more stable and promising path forward. In 2024 alone, the sector saw a record $41bn in inbound tourism spending and 27.4 million inbound tourists in 2023. With an eye towards the future, the Kingdom has set its sights on attracting 150 million tourists annually by 2030.
This transformation is not just about economics. It is also a strategic play for soft power. By blending rich cultural heritage with modern ambition, Saudi Arabia is recasting itself on the world stage. Despite the challenges of high costs and ongoing geopolitical tensions, the Kingdom’s pivot—from a destination defined by religious pilgrimages to a global tourism hotspot—signals the beginning of a transformative journey towards economic resilience, reinvention, and global influence.
