Saudi Arabia Tourism Crosses 50% Non-Religious Travel Mark as Leisure Demand Surges Big

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Tourism in Saudi Arabia has achieved an important milestone, and the figures have made one thing abundantly clear: the non-religious motives behind the visits of international tourists are increasing. For the first time, in 2025, around 52 per cent of overnight tourists had non-religious motivations compared to 44 per cent in 2019. This change brings to the centre stage other forms of travel motives such as leisure, business, visiting family members and friends, among others.

Key Stats: Saudi Arabia’s Tourism Shift

• 29.3 million inbound tourists visited Saudi Arabia in 2025.
• 52% of inbound overnight visitors travelled for non-religious purposes.
• Non-religious travel represented 44% in 2019.
• 24.1% of inbound tourists travelled for leisure in 2025.
• 7.7% travelled for business.
• 14.9% visited friends and relatives.
• Inbound tourism spending reached SAR 176.6 billion.
• Total domestic and inbound tourism spending reached approximately SAR 304 billion.
• Tourism employment reached approximately 1.03 million jobs in 2025.

Saudi Arabia’s Inbound Tourism Mix Is Changing

Here is where the headline statistic needs a little unpacking. The 52% figure applies to all non-religious purposes combined, rather than leisure and business travel alone.

Official 2025 data shows religious tourism accounted for 48.3% of inbound tourists, while leisure represented 24.1% and business 7.7%. Visiting friends and relatives accounted for another 14.9%, with other purposes making up 5.1%.

So, leisure and business alone did not exceed 50%. Instead, the broader non-religious tourism category crossed that threshold when leisure, business, visiting friends and relatives and other purposes were combined.

That distinction matters, particularly as Saudi Arabia tracks the changing composition of international arrivals under its tourism expansion strategy.

Leisure Tourism Is Becoming a Major Travel Driver

Leisure has emerged as one of the strongest individual reasons for international travel to Saudi Arabia.

In 2025, approximately 7 million inbound tourists travelled for leisure, giving the segment a 24.1% share of total inbound arrivals. Business travel added approximately 2.3 million visitors, equivalent to 7.7%.

The figures reflect a tourism market extending well beyond traditional pilgrimage routes.

Travellers can now build itineraries around destinations such as Riyadh, Jeddah, AlUla, the Red Sea coast and the mountains of Asir, with cultural attractions, entertainment, heritage sites, nature experiences and major international events becoming increasingly important components of the visitor offer.

AlUla, Riyadh and Jeddah Strengthen the Leisure Offer

Saudi Arabia’s destination strategy has increasingly focused on developing multiple tourism centres rather than concentrating international travel around religious destinations.

AlUla has become a major cultural tourism destination, combining archaeological sites, desert landscapes, heritage experiences and large-scale events. Riyadh provides a growing mix of entertainment, shopping, hospitality, business events and cultural attractions, while Jeddah offers Red Sea experiences alongside its historic Al-Balad district.

The Red Sea region is also expanding the country’s luxury and nature-based tourism portfolio, adding another reason for international travellers to include Saudi Arabia in longer itineraries.

Business Travel Adds Another Layer

Business travel is also contributing to the changing inbound market.

Saudi Arabia’s economic diversification programme has increased activity across business, investment, conferences, exhibitions and international events. Riyadh, in particular, has become an important destination for corporate visitors, while major projects across tourism, infrastructure, hospitality and entertainment continue to generate international business activity.

The 2025 data recorded 2.3 million inbound business tourists, showing that corporate travel forms a measurable part of the Kingdom’s international visitor economy.

Tourism Spending Reaches a New High

The change in visitor composition is accompanied by significant tourism expenditure.

Saudi Arabia recorded approximately SAR 176.6 billion in inbound tourism spending during 2025, while domestic tourism generated another SAR 127.1 billion. Together, inbound and domestic tourism spending reached about SAR 304 billion, a record level and approximately 7% higher than in 2024.

The Kingdom also recorded a SAR 49.4 billion travel surplus in its balance of payments in 2025. Tourism directly contributed 4.9% of GDP in 2024, according to the Ministry of Tourism’s annual statistical report.

From Pilgrimage Gateway to Multi-Purpose Destination

Religious tourism remains fundamental to Saudi Arabia’s international visitor economy. However, the latest figures demonstrate that the inbound market is becoming more diversified.

The comparison with 2019 is particularly significant. Non-religious purposes represented 44% of inbound overnight visitors then, compared with approximately 52% in 2025.

The shift means international travellers increasingly have reasons to visit Saudi Arabia that extend beyond Hajj and Umrah, strengthening the country’s positioning as a destination for leisure, business, culture and entertainment.

Frequently Asked Questions

1. Did leisure and business travel alone exceed 50% of inbound tourism?
No. The 52% figure refers to all non-religious purposes combined. Leisure accounted for 24.1% and business for 7.7% in 2025.

2. How many international tourists visited Saudi Arabia in 2025?
Saudi Arabia recorded approximately 29.3 million inbound tourists in 2025.

3. Which non-religious travel purpose was the largest?
Leisure was the largest individual non-religious category, accounting for 24.1% of inbound tourists.

Timeline and Events

• 2019: Non-religious purposes accounted for 44% of inbound overnight visitors.
• 2024: Saudi Arabia recorded 29.7 million inbound tourists.
• 18 June 2026: Saudi Arabia released its 2025 Annual Statistical Report.
• 2025: Non-religious purposes reached approximately 52% of inbound overnight visitors.

Conclusion

The latest statistics on tourism from Saudi Arabia reveal a change in the demographics of the tourists. Religious tourism has formed an important part of tourism in the country. But there are other reasons too, which have led to the influx of more than 50 per cent of tourists by the year 2025. This shows that Saudi Arabia is becoming a destination for various purposes.