Saudi Arabia is undergoing a signifi cant transformation, investing over $1 trillion to reposition itself as a premier global destination for luxury and cultural tourism under its Vision 2030 initiative. This strategic shift aims to diversify the nation’s economy beyond its traditional reliance on oil revenues.
Key projects include the Red Sea Development, the AlUla heritage site, and the modernization of Jeddah’s historic district. These developments are designed to attract 150 million tourists annually by 2030, building upon the 100 million visitors recorded in 2023. Notably, only 13 million of these were non-religious international tourists, highlighting the potential for growth in this sector.
To support this ambitious goal, the kingdom is investing heavily in hospitality infrastructure, planning to add 320,000 hotel rooms and restore historic sites while promoting cultural exhibitions. While traditional restrictions, such as alcohol bans and modest dress codes, persist, the introduction of relaxed social norms and high-end amenities aims to appeal to global visitors.
However, this transformation is not without challenges. Human rights concerns have been raised, with critics accusing Saudi Arabia of “sportswashing” and suppressing dissent. Despite these issues, offi cials argue that tourism can drive economic growth and promote reforms. The overarching goal is to rebrand Saudi Arabia as an open, tolerant, and culturally rich nation, off ering unique and immersive travel experiences to both global tourists and its own citizens
Source: Financial Times