Saudi Arabia’s “Beyond Tourism” and Vision 2030: Boosting Travel Growth to Al-Ula, NEOM, and Diriyah While Leading Global Sustainability Efforts

Published on December 1, 2025

Saudi Arabia is experiencing an extraordinary transformation in its tourism sector, positioning itself as a key player in the global travel landscape. This rapid growth is powered by both government policies and international collaborations that aim to redefine the future of global tourism. With an ambitious vision aligned with the nation’s Vision 2030, Saudi Arabia’s tourism sector is undergoing massive expansion, providing long-term benefits to both the Kingdom and the international community.

A Bold Step Towards a Global Tourism Revolution

At the heart of Saudi Arabia’s evolving tourism industry is a groundbreaking initiative known as “Beyond Tourism”. Launched in collaboration with the World Economic Forum (WEF), this forward-thinking project aims to reshape the global tourism ecosystem. It brings together experts from diverse fields such as real estate, infrastructure, culture, and technology to forge a sustainable, inclusive, and resilient tourism industry. The collaboration has set a clear agenda to foster better tourism practices that will benefit not only the Kingdom but the world at large.

The “Beyond Tourism” initiative is built on 10 guiding principles, which provide a framework for ensuring that tourism growth brings lasting value to residents, visitors, and businesses alike. These principles focus on integrating market opportunities with local strengths, preserving cultural identities, empowering small businesses, and promoting responsible choices for travelers. By addressing sustainability, environmental conservation, and equitable infrastructure, this initiative paves the way for a tourism model that benefits all stakeholders involved.

Unifying Global Efforts for Sustainable Growth

Saudi Arabia’s leadership in the “Beyond Tourism” initiative is part of a broader, global effort to tackle the challenges and opportunities within the tourism industry. Over the next three years, the Ministry of Tourism and the WEF will focus on creating a global coalition of partners, building practical tools, and testing sustainable tourism models in key regions worldwide. This collaborative approach ensures that the tourism sector will be shaped by joint action across borders, blending local cultural strengths with global best practices.

The focus on responsible tourism growth is a central part of the initiative. By managing visitor demand and avoiding overcapacity, Saudi Arabia is addressing one of the most pressing issues in the tourism sector. In addition, a concerted effort is being made to restore natural ecosystems, preserve cultural heritage, and leverage technology for data-driven decision-making. The vision is clear: sustainable growth is not only a necessity but also a path to creating lasting, positive change in the global tourism landscape.

Tourism’s Economic Impact on Saudi Arabia

As Saudi Arabia continues to embrace sustainable practices, its tourism sector has seen extraordinary results. Recent data highlights the Kingdom’s exceptional performance in global tourism rankings. According to the UN Tourism Barometer, Saudi Arabia was ranked first worldwide in growth of international tourism receipts in the first quarter of 2025, compared to the same period in 2019. Furthermore, the country placed third globally in tourism arrivals, underscoring its growing appeal among international travelers.

In the same period, the country witnessed a remarkable 102% surge in international tourist arrivals, far surpassing the global average of 3% and the Middle Eastern average of 44%. This influx of visitors has significantly boosted Saudi Arabia’s tourism revenue, with inbound expenditure rising by 9.7% year-on-year, reaching SR49.4 billion ($13.2 billion). These numbers reflect the Kingdom’s rising stature as a must-visit destination for global travelers and a growing hub for international tourism investments.

Travel Tips for Visitors to Saudi Arabia

Saudi Arabia’s tourism boom has created new opportunities for visitors, with the Kingdom offering a rich blend of culture, heritage, and modernity. Here are some tips for travelers planning a visit:

• Explore Rich Heritage: Saudi Arabia is home to some of the world’s most significant historical sites, including the ancient city of Al-Ula and the stunning ruins of Diriyah, both of which offer travelers a glimpse into the Kingdom’s fascinating past.
• Experience the Modern Vision: The NEOM project, a futuristic city being developed in the northwest, promises to become one of the most innovative travel destinations globally, blending cutting-edge technology with sustainability.
• Respect Local Traditions: As Saudi Arabia continues to open up to tourism, it is essential for visitors to understand and respect local customs, particularly in terms of dress code and public behavior. Familiarize yourself with the local norms to ensure a respectful and enjoyable experience.
• Sustainability Matters: With Saudi Arabia’s growing emphasis on sustainable tourism, travelers are encouraged to participate in eco-friendly practices, such as reducing waste and supporting local, sustainable businesses.

Embracing Vision 2030: The Future of Tourism

Saudi Arabia’s tourism sector is not just about increasing visitor numbers. It is about creating a sustainable, future-proof industry that can adapt to the evolving needs of both the traveler and the environment. The growth of international tourism receipts and arrivals is a clear sign that the country is making significant strides towards achieving its Vision 2030 objectives, which aim to diversify the economy and reduce dependency on oil revenues. This ambitious plan positions tourism as a vital pillar of Saudi Arabia’s future development.

In this global effort, Saudi Arabia is not only transforming its own tourism industry but is also influencing the broader global travel sector. Through innovative partnerships, sustainable practices, and a commitment to cultural preservation, Saudi Arabia is paving the way for a tourism future that benefits the world.