Saudi Arabia Leads The Charge In Transforming Global Tourism With Visionary Beyond Tourism Initiative Driving Sustainable Growth And Collaboration Across Key Sectors

Published on December 1, 2025

Saudi Arabia’s Beyond Tourism initiative, in partnership with the World Economic Forum, aims to reshape the global travel sector by focusing on sustainability, cultural preservation, and inclusive growth. This collaboration brings together leaders from various industries to develop strategies that ensure tourism benefits both the local communities and visitors, while also addressing environmental and economic challenges. By championing this transformative approach, Saudi Arabia is positioning itself as a global leader in promoting responsible travel and long-term tourism growth.

Saudi Arabia’s Ministry of Tourism, in collaboration with the World Economic Forum (WEF), has launched a transformative initiative called “Beyond Tourism.” This forward-thinking project aims to accelerate the growth of the global travel sector while ensuring that the industry evolves in a way that is sustainable, inclusive, and resilient. By bringing together leaders from diverse sectors such as real estate, technology, culture, infrastructure, urban planning, and environmental conservation, the initiative sets out to create a holistic vision for the future of tourism.

The “Beyond Tourism” initiative is built upon ten guiding principles designed to lay a strong foundation for tourism growth that benefits not only the industry but also local communities, visitors, and businesses alike. These principles focus on aligning market opportunities with the local cultural identity and strengths, empowering small and medium enterprises, and fostering responsible decision-making for a new generation of travelers. Additionally, the initiative aims to prepare the workforce for future needs while encouraging investments in shared infrastructure that benefits all stakeholders.

Another crucial element of the initiative is managing the demand for tourism to avoid overcapacity, ensuring that tourism growth is balanced and sustainable. The program also emphasizes the importance of restoring natural ecosystems, preserving cultural heritage, and strengthening the resilience of the tourism sector. By harnessing technology and data, the initiative aims to make smart, data-driven decisions that will ensure the industry remains adaptable and effective in the face of future challenges.

To turn these principles into action, a global coalition of partners has been established. The next three years will focus on launching demonstration projects across key regions, with the Ministry of Tourism and the WEF leading efforts to create practical tools and pilot sustainable tourism models. The ultimate ambition of the initiative is clear: the future of tourism will not be shaped by any single government or organization, but rather through collective action and collaboration across the global tourism landscape.

Through its leadership in this initiative, Saudi Arabia is solidifying its role as a key influencer in global tourism. The Kingdom’s involvement in “Beyond Tourism” underscores its commitment to driving sustainable practices and fostering long-term value for both people and the planet. This initiative also aligns with Saudi Arabia’s Vision 2030, which views tourism as an essential pillar of economic diversification and sustainable development.

Recent global rankings reflect the success of Saudi Arabia’s tourism efforts. According to the UN Tourism Barometer for May 2025, Saudi Arabia achieved significant milestones in tourism growth. In Q1 2025, the Kingdom topped the global charts in the growth of international tourism receipts compared to the same period in 2019. It also ranked third globally in the growth of international arrivals and second in the Middle East.

The data highlights the extraordinary progress the Kingdom has made in expanding its tourism sector. In Q1 2025, international tourist arrivals surged by an impressive 102 percent compared to Q1 2019, far outpacing the global average of 3 percent and the Middle East average of 44 percent. This surge in visitors has translated into increased spending, with international inbound expenditure reaching SR49.4 billion ($13.2 billion) — a 9.7 percent year-on-year rise. As a result, the Kingdom recorded a travel account surplus of SR26.8 billion, marking an 11.7 percent increase from Q1 2024.

These achievements illustrate the rapid evolution of Saudi Arabia’s tourism ecosystem and its growing prominence as a global leader in the sector. The Kingdom’s approach, which incorporates global best practices, continuous service enhancement, and strong intergovernmental coordination, has significantly boosted its competitive position. This progress is in line with Vision 2030’s overarching goals of economic diversification and sustainable development.

Saudi Arabia’s tourism sector has experienced extraordinary growth in recent years, positioning the Kingdom as an emerging force in both regional and international tourism markets. This success has attracted not only global visitors and investors but also strategic partners such as the World Economic Forum. The “Beyond Tourism” initiative marks a key milestone in collaborative efforts to shape a tourism transformation that brings lasting benefits to both the Kingdom and the wider global community. The initiative reflects Saudi Arabia’s commitment to ensuring the future of tourism is sustainable, inclusive, and beneficial for all.