Saudi Arabia Leads Sustainable Tourism Growth with Data-Driven Strategies at UN Tourism Assembly

Published on November 22, 2025

By: Tuhin Sarkar

At the 26th UN Tourism General Assembly in Riyadh, Saudi Arabia, Hassan Jannah, Deputy Minister of Data & Decision Support, Acting Deputy Minister of Tourism Capabilities Development, Saudi Arabia, shared valuable insights on the nation’s role in shaping the future of global tourism. Saudi Arabia has emerged as a leader in sustainable tourism growth, utilising innovative data-driven strategies to ensure tourism grows responsibly while benefiting local communities, the environment, and the global economy.

The Core of Sustainable Tourism

Hassan Jannah, Deputy Minister of Data & Decision Support, Acting Deputy Minister of Tourism Capabilities Development, Saudi Arabia’s speech at the summit emphasised that sustainable tourism growth goes beyond mere economic growth. While economic growth has traditionally been the focal point of the tourism industry, today, it’s imperative to consider various other aspects. These include the social, governance, and environmental implications of tourism, ensuring that growth doesn’t come at the expense of the planet or people. In essence, the aim is to create a balance, where the tourism sector grows sustainably, benefiting not just the economy but also preserving cultural heritage and ensuring environmental stewardship.

Key Aspects of Sustainable Tourism:

• Economic Growth: Ensuring that the benefits of tourism are spread across all sectors of the economy.
• Social Impacts: Supporting local communities and maintaining cultural integrity.
• Governance: Ensuring transparency, accountability, and collaboration across different sectors.
• Environmental Responsibility: Minimising the ecological footprint and promoting conservation.

Saudi Arabia, recognising the multifaceted nature of tourism, has begun focusing on all these elements, leveraging data and analytics to inform their approach to sustainable growth.

The Role of Data in Shaping Sustainable Tourism Policies

One of the most groundbreaking aspects of Saudi Arabia’s approach to tourism is their focus on data-driven decision-making. For sustainable tourism to be achieved, accurate and timely data is crucial. Hassan Jana stressed that in order to create effective policies and implement strategies, it is essential to have the right metrics and measurement systems in place. This ensures that policymakers can make informed decisions and track progress toward their sustainability goals.

Saudi Arabia has been working diligently to develop a robust framework for measuring sustainable tourism, in collaboration with the UN Tourism Statistical Committee and other global partners. The country has made significant strides in incorporating unconventional data sources, such as mobile booking data, social media insights, and mobile position data, to create a more comprehensive picture of tourism dynamics.

Key Data Sources Used by Saudi Arabia:

• Mobile Positioning Data: Provides real-time insights into tourist movement patterns.
• Social Media Insights: Offers feedback on tourist satisfaction and experience.
• Mobile Booking Data: Gives a clear indication of tourism trends and demands.

Through these data sources, Saudi Arabia is able to monitor tourism performance more accurately and adjust policies as needed to ensure that the sector remains sustainable over time.

Saudi Arabia’s Leadership in Global Tourism Frameworks

A key turning point in Saudi Arabia’s tourism strategy was its active involvement in the development of the UN’s Statistical Framework for Measuring Sustainable Tourism (SFMSTD). As one of the first countries to engage with the UN’s efforts, Saudi Arabia played a pivotal role in developing the framework, pushing for its approval by the UN Statistical Commission. Today, Saudi Arabia is a global leader in applying this framework, integrating it into their national policies, and contributing to the continued development of international standards for measuring sustainable tourism.

As part of this framework, Saudi Arabia has created 30 national indicators that align with the United Nations’ Sustainable Development Goals (SDGs). This effort ensures that tourism growth in Saudi Arabia not only serves the nation’s economic ambitions but also contributes to global sustainability targets.

The Importance of the UN Statistical Framework:

• Provides Global Guidelines: Standardises sustainability measurements for tourism.
• Enables Benchmarking: Allows countries to compare and learn from each other’s progress.
• Promotes Accountability: Helps nations track their contributions to sustainable tourism goals.

Saudi Arabia’s Holistic Approach to Tourism Data

A distinctive feature of Saudi Arabia’s approach is the whole-of-government strategy. Recognising that tourism is a horizontal sector that intersects with multiple parts of the economy, Saudi Arabia has fostered collaboration between various ministries, agencies, and organizations to ensure that tourism growth is measured accurately across all dimensions.

By working closely with ministries such as Energy, Environment, and Agriculture, as well as national statistics bodies, Saudi Arabia has developed an integrated data system. This system provides policymakers with timely, granular insights into tourism trends, ensuring that decisions are made based on the most current and relevant information available.

Collaborative Approach to Tourism Data:

• Cross-Governmental Collaboration: Ensures comprehensive data collection and analysis.
• Real-Time Data: Provides immediate insights into tourism performance and impacts.
• National Indicators: Aligns with global standards for sustainability.

Saudi Arabia’s Achievements and Global Recognition

Saudi Arabia’s commitment to sustainable tourism has not gone unnoticed. Recently, the OECD praised the nation for its use of unconventional data methods, such as mobile positioning and social media analytics, in the development of its national tourism statistics. This recognition highlights Saudi Arabia’s position as a global pioneer in integrating modern data science with traditional tourism metrics.

In addition to its data-driven successes, Saudi Arabia has also been acknowledged for its leadership in developing the tourism sector workforce. The country has made significant investments in training and accrediting tourism professionals, ensuring that Saudi talent is equipped to deliver world-class service to international visitors.

Global Recognition:

• OECD Recognition: Acknowledgement of Saudi Arabia’s innovative data integration.
• Tourism Workforce Development: Saudi Arabia ranked number one in tourism-related accreditations by the UN.
• Leadership in UN Committees: Co-chairing the UN Tourism Statistical Committee alongside Austria.

What’s Next for Saudi Arabia in Sustainable Tourism?

Looking forward, Saudi Arabia remains committed to advancing its sustainable tourism agenda. The country’s Vision 2030, which includes a focus on diversifying the economy and boosting tourism, will continue to guide these efforts. The tourism sector, which is already seeing a surge in international visitors, will play a critical role in the nation’s long-term economic strategy.

As part of its ongoing commitment to the UN’s sustainable development goals, Saudi Arabia will continue to work closely with global tourism leaders, sharing data, best practices, and innovative solutions for sustainable growth. This collaborative spirit ensures that Saudi Arabia will remain at the forefront of the global movement for responsible tourism development.