The kingdom’s Saudi Arabia tourism growth is evident as it welcomed 17.5 million tourists in the first seven months of 2024, driven by its Vision 2030 Strategy to diversify the economy and enhance global appeal

Saudi Arabia has emerged as a global tourism leader, experiencing a 73% increase in international visitors in the first seven months of 2024 compared to 2019. The UN World Tourism Barometer reports that 17.5 million tourists visited the Kingdom during this period, highlighting its growing status as a top travel destination. This remarkable growth stems from Saudi Arabia’s Vision 2030 initiative, aimed at reducing its dependence on oil revenues by diversifying its economy through tourism, culture, and entertainment.

Saudi Arabia’s National Tourism Strategy aims to attract 150 million visitors by 2030, intending to increase tourism’s contribution to the Kingdom’s GDP from 6% to 10%. The Kingdom’s robust approach has already paid off, as Saudi Tourism Minister Ahmed Al-Khateeb stated, “Saudi Arabia takes the top spot among G20 nations in tourism arrivals growth, with a 73% increase in 2024 compared to the same period in 2019.”

The surge in tourism was a focal point during the G20 Tourism Ministers’ meeting in Brazil on September 21, 2024. Minister Al-Khateeb emphasized the Kingdom’s dedication to fostering cultural exchange globally while promoting sustainable growth. Saudi Arabia also saw an impressive 207% increase in international tourism revenues during the same period, underscoring the economic impact of this tourism boom.

This growth comes as part of a broader global recovery in tourism, with international travel nearing pre-pandemic levels. The UN World Tourism Organization (UNWTO) reported that 790 million tourists travelled internationally in the first seven months of 2024, reflecting an 11% increase compared to 2023 and only 4% below 2019 levels. The Middle East led the global tourism recovery, with international arrivals surpassing 2019 figures by 26%.

The report highlighted the strong demand for travel, driven by the reopening of markets in Asia and the Pacific and the easing of visa restrictions across multiple regions. UN Tourism Secretary-General Zurab Pololikashvili noted, “International tourism is on track to fully recover from the sector’s largest crisis. Despite economic and geopolitical challenges, the rebound demonstrates the effectiveness of increasing air connections and making travel more accessible.”

The Middle East’s leadership in tourism growth was echoed by strong performances in other regions. Africa recorded a 7% rise in international arrivals compared to pre-pandemic levels, while Europe and the Americas recovered 99% and 97%, respectively. Meanwhile, Asia and the Pacific saw 82% of their pre-pandemic tourist numbers as travel to the region continues to recover. Saudi Arabia’s impressive gains, bolstered by Vision 2030, showcase how strategic initiatives can transform a nation into a global tourist hotspot.

Analysis

Political: Saudi Arabia’s rise as a tourism leader reflects the success of its Vision 2030, a broad economic diversification plan initiated by Crown Prince Mohammed bin Salman. By reducing its reliance on oil, the Kingdom has committed to transforming sectors like tourism, culture, and entertainment. The growth in international visitors and tourism revenues signals a broader geopolitical shift, as Saudi Arabia strengthens its ties with other nations through tourism diplomacy. Hosting high-profile events such as the G20 Tourism Ministers’ meeting further cements the Kingdom’s influence on the global stage, showcasing its appeal as a major travel destination. Moreover, Saudi Arabia’s involvement in global tourism organizations, such as the UNWTO, reflects its growing soft power.

Social: The surge in international tourism reflects significant social and cultural shifts within Saudi Arabia. Historically more insular, the Kingdom has opened its doors wider to visitors through progressive reforms under Vision 2030. Efforts to ease visa requirements, expand infrastructure, and promote cultural landmarks have not only attracted tourists but also broadened Saudi society’s engagement with global cultures. This influx of international visitors encourages greater cultural exchange and provides Saudi citizens with opportunities to interact with diverse perspectives, potentially fostering a more cosmopolitan society. However, such rapid change can also raise challenges, including balancing traditional values with increased foreign influence and tourism-driven modernization.

Racial: Saudi Arabia’s increased tourism numbers also contribute to the nation’s evolving racial and cultural dynamics. As the Kingdom attracts millions of tourists from various regions—including Europe, Asia, and Africa—the racial and ethnic diversity among its visitors and temporary residents is growing. This creates new opportunities for cultural exchange and understanding but also presents potential challenges in navigating differences in customs, language, and societal expectations. The influx of international tourists may prompt Saudi Arabia to further address issues of racial inclusivity and representation in its policies and hospitality sector, fostering a more inclusive environment.

Gender: The Kingdom’s tourism boom also reflects the significant strides being made in terms of gender equality in Saudi Arabia. Vision 2030 has brought about key reforms allowing greater participation of women in the workforce, including in the tourism sector. Women are increasingly represented in positions ranging from tour guides to managerial roles within hospitality and cultural institutions. The Kingdom’s tourism growth also mirrors the growing role of women as entrepreneurs in the hospitality industry, with many female-led businesses gaining prominence. However, the traditional gender norms in Saudi society still shape aspects of the tourism experience, including gender-segregated spaces and conservative dress codes. As the country welcomes more visitors from diverse cultures, continued dialogue about gender norms and expectations will likely emerge, both within Saudi Arabia and in its interactions with international tourists.

Economic: Saudi Arabia’s remarkable rise in international tourism is not just a cultural success—it’s an economic powerhouse. The 207% increase in international tourism revenues since 2019 reflects the Kingdom’s strategic push to diversify its economy, moving away from its historical reliance on oil exports. By bolstering the tourism sector, Saudi Arabia is not only creating new revenue streams but also generating jobs across various industries, including hospitality, transport, retail, and entertainment. This tourism growth aligns with Vision 2030’s goal of raising tourism’s share of GDP from 6% to 10%, a target that looks increasingly attainable given the current trajectory.

Increased international visitors also create ripple effects throughout the Saudi economy. Hotel chains, restaurants, airlines, and cultural sites are benefiting from this influx, and investment in infrastructure continues to rise as Saudi Arabia positions itself as a world-class destination. Global interest in Saudi Arabia’s rich cultural history, from the ancient Nabatean city of AlUla to the bustling modernity of Riyadh, offers a unique blend that appeals to diverse tourist demographics. The Kingdom’s proactive approach in building tourist-friendly infrastructure and marketing itself as an accessible destination will likely lead to sustained growth in tourism revenue, further fueling economic diversification efforts.