Gen Z’s of Saudi Arabia are Remolding the Paraphernalia of Trip Planners and Surging Tourism Landscape

Published on May 13, 2025

The emerging trend of young Saudi travelers prioritizing domestic tourism had implications that extended well beyond the Kingdom’s borders. Observers in the global travel industry noted this youth-led shift as potentially transformative, indicating how future global tourism trends might evolve. International hospitality brands and tourism boards increasingly recognized that Gen Z’s preference for authenticity, sustainability, and digitally inspired travel was not limited to Saudi Arabia alone, but part of a global generational shift that could redefine tourism worldwide.

Travelers around the world, particularly younger generations who are highly connected through digital platforms, were likely to take note of Saudi Arabia’s innovative approach to domestic tourism. The emphasis on sustainability and cultural authenticity within Saudi domestic travel mirrored global trends and resonated strongly with international tourists who increasingly valued responsible and immersive travel experiences.

From AlUla’s heritage-rich sites to Red Sea resorts, Saudi Arabia’s strategic investment in homegrown tourism was positioned to attract international attention, setting new benchmarks for how countries could leverage their cultural heritage and youth-driven trends to boost global appeal.

Implications for Saudi’s Travel and Hospitality Industry

The strategic focus on domestic travel driven by Gen Z Saudis presented significant growth opportunities for Saudi Arabia’s hospitality sector. Brands within the Kingdom, such as Wyndham Hotels & Resorts, were actively aligning themselves with this emerging demographic, recognizing that young Saudis were reshaping the hospitality landscape through their preference for culturally connected, comfortable, and digitally accessible travel experiences.

The hospitality industry’s shift from luxury-oriented travel to more accessible, meaningful experiences represented a critical evolution. This shift required hotels, tour operators, and travel-related businesses to reconsider how they marketed to younger travelers. Specifically, there was increased recognition within the industry of the need to develop hotel offerings and travel packages that resonated with younger Saudi tourists’ desires for authenticity, sustainability, and personalized digital engagement.

With Saudi Arabia aiming for 55 million domestic tourism trips annually by 2030, capturing the Gen Z market became essential. Industry observers indicated that businesses failing to adapt risked losing significant market share to those proactively embracing this youthful shift.

Saudi Arabia’s Youth-led Sustainability Movement in Travel

It was noted clearly by industry analysts that sustainability had become a baseline expectation rather than a trend among Gen Z Saudi travelers. Wyndham’s research confirmed that 35% of this generation preferred eco-conscious hotels, while 45% actively sought sustainable transportation options, reflecting broader generational values that prioritized environmental responsibility.

Hotels such as Wyndham Garden Dammam, recognized with Level 5 Wyndham Green Certification, exemplified how Saudi Arabia’s hospitality industry was evolving to meet the expectations of younger travelers. These initiatives also aligned closely with the broader Saudi Green Initiative, underscoring the interconnectedness of environmental policy and the hospitality industry’s evolution.

Given the global resonance of sustainability as a key travel decision factor, Saudi Arabia’s commitment to green travel positioned the Kingdom as a regional leader in sustainable hospitality, significantly enhancing its international tourism reputation and attracting environmentally conscious global travelers.

Hotel Preferences: Gen Z’s Comfort and Authenticity Over Luxury

According to Wyndham’s analysis, young Saudi travelers were moving away from traditional luxury hotels toward establishments offering genuine comfort, strong cultural connections, and tangible value. Hotels such as Ramada Encore by Wyndham Al Khobar Corniche effectively tapped into this preference by prioritizing comfort, authenticity, and accessibility rather than luxury and extravagance.

Industry experts pointed out that hotels catering effectively to this shift were likely to enjoy increased market share among domestic travelers. Wyndham Hotels & Resorts’ strategic expansion, exemplified by new developments like the Ramada in Makkah, demonstrated the hospitality industry’s broader shift toward catering to the Gen Z demographic.

Digital Influence: Social Media as the Travel Gateway

Wyndham’s research, in collaboration with YouGov, highlighted how deeply digital platforms influenced Gen Z’s travel choices in Saudi Arabia. Approximately 39% of young Saudis reported sourcing travel inspiration from social media, while an impressive 64% indicated that their travel choices were influenced significantly by movies, TV shows, and viral content online.

Analysts emphasized that digital storytelling had emerged as a powerful tool shaping tourism, with platforms like TikTok and Netflix substantially driving interest in domestic travel destinations. Saudi tourism and hospitality operators were encouraged to leverage digital storytelling and innovative content creation to effectively target Gen Z travelers.

Moreover, the comfort Saudi youth exhibited with digital innovation was clear, with 81% expressing openness to utilizing AI-driven travel tools for planning and personalization. This underlined the necessity for tourism businesses to embrace digital technologies actively, enabling seamless and customized experiences to attract and retain younger travelers.

Domestic Travel as a Lifestyle: Gen Z’s Cultural and Social Influence

Wyndham’s survey revealed that Saudi Arabia’s Gen Z viewed travel as an integral part of their daily lives rather than an occasional luxury. Among Saudi youth not yet employed, 72% had recently traveled, indicating that mobility was no longer directly linked to wealth but integrated into their cultural and social identity.

Affordable local travel options, weekend getaways, and events-driven tourism had become common, signifying a substantial lifestyle shift. Industry professionals recognized that understanding and accommodating this generational outlook was crucial for sustained growth in Saudi Arabia’s tourism sector.

Female Travelers and Changing Norms

A notable social dimension of Saudi Arabia’s domestic travel boom was the substantial involvement of young Saudi women. Wyndham’s study reported that 55% of young Saudi women had recently participated in local travel experiences. This highlighted the growing independence and evolving social norms in Saudi society.

Industry analysts noted the significance of this shift, as young women travelers represented not only a crucial demographic for current tourism strategies but also indicated broader societal transformations influencing travel patterns. Tourism operators and hospitality brands were advised to adapt marketing and product offerings to cater specifically to this influential and expanding demographic.

Homegrown Tourism Trends and Vision 2030

Wyndham Hotels & Resorts observed through research that homegrown tourism among Gen Z was rapidly expanding, with 54% of young Saudis reporting domestic leisure travel within the past six months and nearly a third planning continued local explorations.

Industry experts attributed this phenomenon to increased cultural curiosity, improved confidence in solo and group travel, and significant national investments in tourism projects like AlUla and the Red Sea developments. This trend was identified as closely aligning with Saudi Arabia’s ambitious Vision 2030 strategy, highlighting the importance of domestic tourism as a central component of the Kingdom’s future economic planning.

Gen Z’s Role in Reshaping Saudi Tourism

Gen Z travelers in Saudi Arabia were identified as pivotal in redefining tourism prospects within the Kingdom, significantly influencing how hospitality brands and tourism operators approached the domestic market. Wyndham Hotels & Resorts’ findings indicated that this generation was proactively exploring their own country, driven not by luxury but by authenticity, digital influence, and sustainability.

Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts, noted this represented a significant mindset shift within the Kingdom, requiring hospitality businesses to adapt rapidly. Industry leaders recognized the necessity of evolving hospitality models to accommodate Gen Z’s preferences, which emphasized genuine local experiences and digital connectivity over traditional luxury and global prestige.

Young Saudis and Domestic Tourism Growth

New research from Wyndham Hotels & Resorts highlighted a significant increase in domestic tourism among Saudi Arabia’s Gen Z, driven by authenticity, digital discovery, and sustainability. Young Saudis were actively reshaping local travel, making the exploration of domestic destinations—from culturally rich AlUla to luxurious Red Sea resorts—their primary focus.

Analysts identified this generational shift as a major opportunity for Saudi Arabia’s hospitality and tourism sectors, stressing that the industry’s ability to adapt would be critical to capturing the long-term potential of this influential and rapidly growing traveler demographic.