Saudi Arabia Leads Luxury Travel Growth as KBLT Congress Brings Global Brands Together

Written By: Binoy Mehera

Binoy Mehera

A curious mind driven by a passion for storytelling, I find inspiration in uncovering hidden perspectives, exploring diverse experiences, and shaping ideas into narratives that leave an impact. With three years of experience in journalism and content creation, I have developed a strong instinct for identifying meaningful stories, blending research with creativity, and presenting information in a way that connects with readers. My storytelling journey is guided by a fascination for culture, travel, lifestyle, and the human experiences that define our world. I aim to create narratives that not only inform but also spark curiosity, evoke emotions, and offer audiences a deeper understanding of every story.

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September 7, 2026 1:05 PM

The 5th Annual Kingdom Business and Luxury Travel (KBLT) Congress shows that Saudi Arabia is determined to grow its the outbound travel market. Set for September 6-7, 2026, the Congress will connect about 100 carefully selected luxury travel buyers from Saudi Arabia with globally recognized brands. This Congress will promote the Kingdom’s premium travel services, personalized travel, and international luxury partnerships which are highly sought after to meet the demands of the growing outbound tourism market.

Saudi Arabia’s outbound tourism market is experiencing rapid growth, with spending expected to surpass US$30.7 billion (SAR 115 billion) in 2026, driven by an estimated 12.3 million international trips. The Kingdom’s luxury travel sector, currently valued at around US$13.5 billion, is also projected to exceed US$25 billion by 2033.

These figures highlight a major transformation in Saudi Arabia’s travel landscape. According to KBLT’s Advisory Board, luxury travellers from the Kingdom are developing more sophisticated expectations, pushing brands to deliver highly personalised, innovative and forward-looking experiences rather than simply meeting existing demands.

A Market That Has Outgrown the Five-Star Playbook

Sulaiman Al-Romi, Chairman of the KBLT Congress Advisory Board and Chairman & CEO of Gulf Reps Ltd., Saudi Premier Travel & Tourism Group, has watched the Congress grow in step with the market it serves.

“KBLT has evolved from a gathering into a truly international congress with unprecedented global demand and high attendance interest. This growth mirrors the remarkable transformation of Saudi Arabia’s outbound luxury travel market, which has matured rapidly. Saudi luxury travelers are now among the most discerning and sought-after globally.” Sulaiman Al-Romi, Chairman, KBLT Congress Advisory Board.

For him, the defining change isn’t spend: it’s expectation. “The most significant shift is the transition from conventional luxury to curated, purpose-driven, and highly personalized experiences. Today’s Saudi luxury and business travelers seek cultural immersion, wellness, privacy, and seamless bespoke services. They are well-traveled, digitally savvy, and place great value on authenticity and exclusivity rather than just standardized five-star amenities.”

From Ambition to Proof

Waleed Bin Huzaim, Strategic Communication & International Protocol Consultant to the Government Sector in KSA, says the Kingdom’s own tourism story has caught up with its ambition, and the world is watching.

“A few years ago, much of Saudi Arabia’s tourism communication was about presenting the ambition and showing the world what the Kingdom was planning to build. Today, the story is different. Many of those ambitions have become real experiences that visitors can see and enjoy for themselves … This represents an important shift in Saudi tourism communication: from talking about ambition to inviting the world to experience it.” Waleed Bin Huzaim, Strategic Communication & International Protocol Consultant, Government Sector in KSA.

Building for the Story, Not Just the Stay

Daniel Ponzo, Managing Director of Zahid Travel Group, KSA, points to where he sees the greatest commercial opportunity for destinations willing to adapt.

“Saudi travellers are increasingly choosing destinations based on the experience narrative, not just hotel brand but authentic moments … Many destinations still sell rooms and itineraries rather than curated experiences. They underestimate how much Saudi Travellers value discretion, flexible schedule and genuinely bespoke service. There is still a gap in destinations building product specifically for this segment.”  Daniel Ponzo, Managing Director, Zahid Travel Group, KSA

His verdict on the market, in one line, is the thesis of this year’s Congress: “Saudi luxury travellers have moved from wanting the best hotel to wanting the best story. Destinations that understand this shift will be the ones winning this market over the next decade.”

Why It Matters Now

“Every edition of KBLT has grown alongside the market it serves, and this year is no exception. What started as a platform for connecting Saudi buyers with global travel brands has become one of the most closely watched luxury travel gatherings in the region. The Saudi outbound traveller is more sophisticated and more demanding than ever, and this edition is about making sure the destinations and brands in the room are ready to meet that.” Sidh NC, Director, QnA International.

Saudi Arabia is rapidly becoming one of the world’s most powerful luxury outbound travel markets, with travellers increasingly seeking personalised, exclusive and experience-driven journeys. The Kingdom’s evolving luxury segment is creating major opportunities for destinations and travel brands that can anticipate changing preferences and deliver meaningful, tailor-made experiences. Those that recognise this transformation early are better positioned to develop long-term connections with one of the world’s most valuable travel audiences.

KBLT 2026 brings together Saudi Arabia’s tourism authorities, travel industry leaders and key market decision-makers in Riyadh for two days of high-level business discussions with global destinations and travel brands. The congress serves as a platform where market insights, strategic partnerships and future luxury travel opportunities come together.