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TDF in the News

18 May 2023 | TDF in the News

Saudi Tourism Development Fund Collaborates with Hyatt to Develop Hospitality Focused Destinations in Saudi Arabia

Expanding its roster of collaborators, the Tourism Development Fund (TDF) has announced the signing of a Memorandum of Understanding with an affiliate of Hyatt Hotels Corporation to establish luxury hotels across the Kingdom of Saudi Arabia.

17 May 2023 | TDF in the News

TDF Announces Partnership with Radisson Hotel Group to Develop Several Hotels and Resorts Across Saudi Arabia

The Tourism Development Fund (TDF) has announced the signing of a Memorandum of Understanding (MoU) with the Radisson Hotel Group to develop hospitality and tourism projects across the Kingdom of Saudi Arabia. The first project under this memorandum is expected to be announced in H2 of 2023.

16 May 2023 | TDF in the News

Saudi Tourism Development Fund Announces Future Partnership with MINOR Hotels to Develop Multiple Hospitality Projects across KSA

Saudi Arabia’s Tourism Development Fund (TDF) announces the signing of a memorandum of understanding (MoU) with MINOR Hotels, a hotel owner, operator, and investor. The MoU aims to jointly develop and operate high-quality hospitality and lifestyle projects focused on mountain resorts, wellness resorts, and urban hotels within the Kingdom. The first project under this partnership is expected to be announced in the second half of 2023.

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Stephen Hiltner/The New York Times

The sculpted facade of a 2,000-year-old tomb glows in the late-afternoon sun at Hegra, a UNESCO World Heritage site.

Crowds of Muslim pilgrims gather outside the Prophet’s Mosque in Medina.

Camels march through the desert on the outskirts of the Empty Quarter, the world’s largest sand sea.

For many years these Saudi Arabian scenes, including the lively open-air markets in Jeddah, were off limits to most travelers.

But not anymore. As it undergoes a profound transformation, Saudi Arabia is spending lavishly to lure tourists with its luxe new resorts ...

... its rich cultural heritage ...

... and its sublime natural beauty.

Can the Saudi government persuade would-be visitors to look past — or reconsider — its longstanding associations with religious extremism, ultraconservatism and human rights abuses?

Will the kingdom’s $800 billion bet on tourism pay off?

Supported by

Surprising, Unsettling, Surreal: Roaming Through Saudi Arabia

To witness the kingdom’s profound transformation and assess its ambitious tourism projects, a Times journalist spent a month on the road there. Here’s what he saw.

By Stephen Hiltner

An editor and photojournalist for the Travel section, Stephen Hiltner drove 5,200 miles and visited all 13 of Saudi Arabia’s provinces while reporting and shooting this story.

Wandering alone along the southern fringes of Saudi Arabia’s mountainous Asir Province, some eight miles from the Yemeni border, in a nondescript town with a prominent sculpture of a rifle balanced on an ornately painted plinth, I met a man, Nawab Khan, who was building a palace out of mud.

Listen to this article with reporter commentary

Actually, he was rebuilding the structure, restoring it. And when I came across him, he hadn’t yet begun his work for the day; he was seated on the side of the road beneath its red-and-white windows — cross-legged, on a rug, leaning over a pot of tea and a bowl of dates.

Two weeks earlier, on the far side of the country, a fellow traveler had pointed at a map and described the crumbling buildings here, in Dhahran al-Janub, arranged in a colorful open-air museum. Finding myself nearby, I’d detoured to have a look — and there was Mr. Khan, at first looking at me curiously and then waving me over to join him. Sensing my interest in the cluster of irregular towers, he stood up, produced a large key ring and began opening a series of padlocks. When he vanished through a doorway, I followed him into a shadowy stairwell.

This, of course, was my mother’s worst nightmare: Traveling solo, I’d been coaxed by a stranger into an unlit building in a remote Saudi village, within a volatile border area that the U.S. Department of State advises Americans to stay away from .

By now, though, more than halfway through a 5,200-mile road trip, I trusted Mr. Khan’s enthusiasm as a genuine expression of pride, not a ploy. All across Saudi Arabia, I’d seen countless projects being built, from simple museums to high-end resorts. These were the early fruits of an $800 billion investment in the travel sector, itself part of a much larger effort, Vision 2030 , to remake the kingdom and reduce its economic dependence on oil.

But I’d begun to see the building projects as something else, too: the striving of a country — long shrouded to most Westerners — to be seen, reconsidered, accepted. And with its doors suddenly flung open and the pandemic behind us, visitors like me were finally beginning to witness this new Saudi Arabia, much to Mr. Khan’s and all the other builders’ delight.

Few countries present as complicated a prospect for travelers as Saudi Arabia.

Long associated with Islamic extremism, human rights abuses and the oppression of women, the kingdom has made strides in recent years to refashion its society and its reputation abroad.

The infamous religious police, which upheld codes of conduct based on an ultraconservative interpretation of Islam, were stripped of their power. Public concerts, once banned, are now ubiquitous. Women have been granted new rights — including the freedom to drive and to travel without permission from a male guardian — and are no longer required to wear floor-length robes in public or to cover their hair.

These changes are part of a broad set of strategies to diversify the kingdom’s economy, elevate its status in the world and soften its image — the last of which is a tall order for a government that has killed a newspaper columnist , kidnapped and tortured dissidents , precipitated a humanitarian crisis in Yemen and imprisoned people for supporting gay rights , among a number of other recent abuses .

Central to the transformations led by 38-year-old Crown Prince Mohammed bin Salman, the kingdom’s de facto ruler, is a major push for international visitors. It represents a sea change in a country that, until 2019, issued no nonreligious tourist visas and instead catered almost exclusively to Muslim pilgrims visiting Mecca and Medina, Islam’s two holiest cities. In February, by contrast, my tourist e-visa was approved online in minutes.

Saudi Arabia has already transformed one of its premier destinations — Al-Ula, with its UNESCO-listed Nabatean tombs — from a neglected collection of archaeological sites into a lavish retreat with a bevy of activities on offer, including guided tours, wellness festivals, design exhibitions and hot air balloon rides.

Another project will create a vast array of luxury resorts on or near the Red Sea.

Still more projects include the development of Diriyah , the birthplace of the first Saudi state; the preservation and development of the coastal city of Jeddah ; an offshore theme park called the Rig ; and Neom , the futuristic city that has garnered the lion’s share of attention.

All told, the country is hoping to draw 70 million international tourists per year by 2030, with tourism contributing 10 percent of its gross domestic product. (In 2023, the country logged 27 million international tourists, according to government figures , with tourism contributing about 4 percent of G.D.P.)

At-Turaif, a UNESCO World Heritage site, was the birthplace of the kingdom of Saudi Arabia. It is now the centerpiece of the $63 billion Diriyah project, a new center of culture just outside Riyadh.

Nujuma, a Ritz-Carlton Reserve on a remote island in the Red Sea, opened in late May. (A one-bedroom villa costs about $2,500 per night, excluding taxes and fees.) It is one of 50 properties scheduled to open in the area by 2030.

The preservation and development of Jeddah, a coastal city famous for its historic district built largely from blocks of coral, comes with a price tag of some $20 billion.

Al-Ula is a cornerstone of Saudi Arabia’s tourism ambitions. Part of the city’s Old Town, long crumbling in neglect, has now been painstakingly restored.

To get a sense of these projects and the changes unfolding in Saudi society, I spent a month exploring the kingdom by car. I traveled alone, without a fixer, driver or translator. Per New York Times ethics guidelines, I declined the government’s many offers of discounts and complimentary services.

Much of the time I felt I’d been tossed the keys to the kingdom. But there were moments, too, when I faced a more complicated reality, one epitomized by a road sign that forced me to abruptly exit the highway some 15 miles from the center of Mecca. “Obligatory for Non Muslims,” it read, pointing to the offramp.

To me, the sign broadcast the lines being drawn to compartmentalize the country, which is now marketing itself to two sets of travelers with increasingly divergent — and sometimes contradictory — expectations: luxury tourists at ease with bikinis and cocktails, and pilgrims prepared for modesty and strict religious adherence. It’s hard to know whether the kingdom can satisfy both without antagonizing either.

My trip began in Jeddah, where, after spending two days exploring its historic district, I rented a car and drove eight hours north to Al-Ula, a benchmark for the new Saudi tourism initiatives.

Saudi Arabia

Reporter’s route

Dhahran al-Janub

Wadi al-Disah

Red Sea Resort

The name Al-Ula refers to both a small city and a broader region packed with attractions: Hegra , the kingdom’s first UNESCO World Heritage site and its biggest archaeological draw, is a 30-minute drive north of Old Town, a maze of crumbling mud-brick buildings now partly restored. Between the two, and fanning out to the east and west, are several other archaeological sites, as well as a smattering of resorts, event spaces and adventure outfitters. Farther northeast, beyond Hegra, is the Sharaan Nature Reserve , a vast protected zone used for conservation efforts.

My first priority during my five-day stay in Al-Ula was a visit to Hegra.

Like Petra , its better-known counterpart in Jordan, Hegra was built by the Nabateans, an ancient people who flourished 2,000 years ago. The site contains more than 100 tombs that were carved from solid rock, their entrances adorned with embellishments. Most impressive among them, set apart and standing some 70 feet tall, is a tomb colloquially called the Lonely Castle.

Not long ago, visitors could hire private guides and wander the area on foot, climbing in and out of — and no doubt damaging — the many tombs. Not anymore: I boarded an air-conditioned tour bus and zipped past most of them, stopping at just four locations.

At the penultimate stop, we exited the bus and trudged several hundred feet along a sandy path to the front of the Lonely Castle. Even in the late afternoon, the heat was stifling. I craned my neck to take in the details of the sculpted facade, which emerged like a mirage from one side of a massive boulder: its four pilasters, the rough chisel marks near the bottom, its characteristic five-stepped crown. Ten minutes evaporated, and I turned to find my group being shepherded back onto the bus. I jogged through the sand to catch up.

A few miles north of Hegra, I hopped in the back of a Toyota Land Cruiser — accompanied by an Italian graduate student and his mother — for a drive through the sandy expanse of the Sharaan Nature Reserve.

The scenery was sublime: Slipping through a narrow slot canyon, we emerged into a vast, open desert plain, then settled into a wide valley enclosed by an amphitheater of cliffs. Occasionally our guide stopped and led us on short hikes to petroglyphs, some pockmarked by bullet holes, or to lush fields of wildflowers, where he plucked edible greens and invited us to sample their lemony tang.

Gabriele Morelli, the graduate student, had first come to Al-Ula a few years ago — a different era, he said, given how quickly the place had transformed. He described a version that no longer exists, rife with cheap accommodation, lax rules and a free-for-all sensibility.

Some of the changes, of course, have been necessary to protect delicate ecosystems and archaeological sites from ever-growing crowds. But several people I met in Al-Ula — Saudis and foreigners alike — quietly lamented the extent of the high-end development and the steady erosion of affordability. Many of the new offerings, like the Banyan Tree resort, they pointed out, are luxury destinations that cater to wealthy travelers.

These hushed criticisms were among my early lessons on how difficult it can be to gauge the way Saudis feel about the pace and the pervasiveness of the transformations reshaping their society.

I got a taste of Al-Ula’s exclusivity — and of the uncanniness that occasionally surfaced throughout my trip — at a Lauryn Hill concert in an event space called Maraya . To reach the hall, I passed through a security gate, where an attendant scanned my e-ticket and directed me two miles up a winding road into the heart of the Ashar Valley, home to several high-end restaurants and resorts.

Rounding the final bend, I felt as if I’d stumbled into a computer-generated image: Ant-size humans were dwarfed by a reflective structure that both asserted itself and blended into the landscape. Inside, waiters served hors d’oeuvres and brightly colored mocktails to a chic young crowd.

The surreality peaked when, midway through the show, I left my plush seat to join some concertgoers near the stage — only to turn and see John Bolton, former President Donald J. Trump’s national security adviser, seated in the front row.

Where else, I wondered, could I attend a rap concert in the middle of the desert with a longtime fixture of the Republican Party — amid a crowd that cheered when Ms. Hill mentioned Palestine — but this strange new corner of Saudi Arabia?

The mirrored facade at Maraya, a vast event space in Al-Ula, warps and reflects the surrounding desert landscape.

The building is in some ways a precursor to the kingdom’s most ambitious architectural design: the project at Neom called the Line, a 106-mile linear city that will also feature a mirrored surface.

Lauryn Hill performing in front of a large crowd at Maraya.

After Al-Ula, I drove to another of the kingdom’s extravagant schemes: the Red Sea project, billed as the “world’s most ambitious regenerative tourism destination.” After weaving through a morass of construction-related traffic, I boarded a yacht — alongside a merry band of Saudi influencers — and was piloted some 15 miles to a remote island, where I disembarked in a world of unqualified opulence at the St. Regis Red Sea Resort .

I was chauffeured around in an electric golf cart — past 43 beachside “dune” villas and onto two long boardwalks that connect the rest of the resort to 47 “coral” villas, built on stilts over shallow turquoise water. Along the way, I listened to Lucas Julien-Vauzelle, an executive assistant manager, wax poetic about sustainability. “We take it to the next level,” he said, before rattling off a list of facts and figures: 100 percent renewable energy, a solar-powered 5G network , plans to enhance biologically diverse habitats.

By 2030, he said, the Red Sea project will offer 50 hotels across its island and inland sites. Citing the Maldives, he mentioned the kingdom’s plans to claim a share of the same high-end market.

Another prediction came by way of Keith Thornton, the director of restaurants, who said he expects the resort to legally serve alcohol by the end of the year. (While a liquor store for non-Muslim diplomats recently opened in Riyadh, the Saudi government has made no indication that it plans to reconsider its broader prohibition of alcohol.)

The hotel was undeniably impressive. But there’s an inescapable irony to a lavish resort built at unfathomable expense in the middle of the sea — with guests ferried out by chartered boat and seaplane — that flaunts its aspirations for sustainability.

Toward the end of my several-hour visit, I learned that every piece of vegetation, including 646 palm trees, had been transplanted from an off-site nursery. Later, reviewing historical satellite images, I found visual evidence that the island — described to me as pristine — had been dramatically fortified and, in the process, largely remade. Its footprint had also been significantly altered. It was, in a sense, an artificial island built where a smaller natural island once stood.

Something else struck me, too: The place was nearly empty, save for the staff and the Saudi influencers. Granted, the resort had just opened the month before — but the same was true at the nearby Six Senses Southern Dunes , an inland Red Sea resort that opened in November. Fredrik Blomqvist, the general manager there, told me that its isolated location in a serene expanse of desert — part of its appeal — also presented a challenge in drawing customers. “The biggest thing,” he said, “is to get the message out that the country is open.”

Since the country began issuing tourist visas, influencers have been documenting their experiences in places like Jeddah and Al-Ula, their trips often paid for by the Saudi government. Their breezy content contributes to the impression that the kingdom is awaiting discovery by foreign visitors with out-of-date prejudices. To an extent, for a certain segment of tourists, that’s true.

For many travelers, though, the depiction of the kingdom as an uncomplicated getaway could be dangerously misleading.

Speech in Saudi Arabia is strictly limited; dissent is not tolerated — nor is the open practice of any religion other than the government’s interpretation of Islam. In its travel advisory , the U.S. Department of State warns that “social media commentary — including past comments — which Saudi authorities may deem critical, offensive, or disruptive to public order, could lead to arrest.” Punishment for Saudi nationals has been far worse: In 2023, a retired teacher was sentenced to death after he criticized the ruling family via anonymous accounts. As of late 2023, he remained in prison.

Other restrictions are harder to parse. L.G.B.T.Q. travelers are officially welcome in the kingdom but face a conundrum: They might face arrest or other criminal penalties for openly expressing their sexual orientation or gender identity. As recently as 2021, an independent U.S. federal agency included Saudi Arabia on a list of countries where same-sex relationships are punishable by death , noting that “the government has not sought this penalty in recent years.”

When asked how he would convince a same-sex couple that it was safe to visit, Jerry Inzerillo, a native New Yorker and the group chief executive of Diriyah, said: “We don’t ask you any questions when you come into the country or when you leave.”

“Maybe that’s not conclusive enough,” he added, “but a lot of people have come.”

Female travelers might also face difficulties, since advancements in women’s rights are not equally distributed throughout the kingdom.

The changes were more visible in big cities and tourist centers. Ghydda Tariq, an assistant marketing manager in Al-Ula, described how new professional opportunities had emerged for her in recent years. Maysoon, a young woman I met in Jeddah, made extra money by occasionally driving for Uber. Haneen Alqadi, an employee at the St. Regis Red Sea, described how women there are free to wear bikinis without fear of repercussions.

Outside such places, though, I sometimes went for days without seeing more than a handful of women, invariably wearing niqabs, let alone seeing them engaged in public life or tourism. My photographs reflect that imbalance.

As an easily identifiable Western man, I moved through the country with an array of advantages: the kindness and cheery curiosity of strangers, the ease of passage at military checkpoints, and the freedom to interact with a male-dominated society at markets, museums, parks, restaurants, cafes. Not all travelers could expect the same treatment.

Roaming in the far north and south, I often found the earlier version of the kingdom — with lax rules and less development — that had been described to me in Al-Ula.

I trekked to the northern city of Sakaka to see an archaeological site promoted as the Stonehenge of Saudi Arabia: a set of monoliths called the Rajajil Columns thought to have been erected some 6,000 years ago but about which little is definitively known.

My heart sank when I pulled into the parking lot after a five-hour drive and found the columns blocked by a tall fence. Approaching on foot, though, I noticed that a section of the fence had been peeled back and that visitors were wandering freely among the stones, which protruded from the earth like isolated clusters of crooked teeth. I joined the small crowd, if hesitatingly, and was surprised to find no footpaths, nor anything to keep us a safe distance from the columns. In the end I wondered if our access had been officially approved or informally arranged.

My travel experiences were sometimes awkward in other ways, too.

Standing just outside the grounds of the central mosque in Medina, where the Prophet Muhammad is buried, I was detained by a stern member of the Special Forces. (Even after 2019, non-Muslim tourists remained barred from Mecca and Medina, Islam’s two holiest cities. The ban was relaxed in parts of Medina in 2021.)

The guard interrogated me and, after calling a colleague to confer, demanded that I leave the area. “Go,” he said threateningly. Another traveler who witnessed the encounter scurried away to avoid a similar fate.

The unsettling exchange cast a pall over my time in the city, which few non-Muslims have seen. As far as I knew, I’d abided by the rules by staying outside the grounds of the Prophet’s Mosque — a boundary line that I’d confirmed with tourism officials beforehand.

Peering through the perimeter fence — the boundary line for non-Muslims — at the Prophet’s Mosque in Medina.

The Mosque of Al-Ghamamah, one of the oldest in the holy city.

A sprawling maze of ramshackle residential buildings sits less than a mile from the Prophet’s Mosque.

A guide speaking to a group of visitors near the Hejaz Railway Museum, visible in the distance. (The museum was closed for renovations at the time.)

A group of young men, most of whose families emigrated from Sudan, playing soccer in a field just outside the center of Medina.

More than anything, family and friends wanted to know if I felt safe on my trip — and I did, almost without exception. Petty crime in Saudi Arabia is exceedingly rare. And while parts of the country are under a Level 4 “Do Not Travel” advisory , even my rambling itinerary was approved by a security expert.

Instead of fearing for my safety, I was often preoccupied with how I’d fairly portray a place that elicited such a range of conflicting emotions: joy and distress, excitement and apprehension, sincerity and doubt. So much lay hidden from public view — like the collective anguish over the war raging in Gaza . And so little was easy to categorize, in part because the warmth of everyday Saudis was strikingly at odds with the ruthlessness of their authoritarian government.

In Riyadh, a young man warned me not to speak openly with strangers. “People get arrested here for a tweet ,” he said. “Can you imagine?”

I could, actually. The Saudi columnist Jamal Khashoggi had chronicled his government’s increasingly draconian responses to criticism. “Repression and intimidation are not — and never should be — the acceptable companions of reform,” he wrote in The Washington Post in 2018, just months before he was killed and dismembered at his country’s consulate in Istanbul.

Were we to travel only where we feel comfortable and unchallenged, we’d all be poorer for it. But the question of whether to travel to Saudi Arabia is thornier than that.

It’s easy to see one response, “No,” as yielding to closed-mindedness at the expense of ordinary people — like the kindly vendor Abdullah, who served me local honey at his shop in the southern mountains.

But it’s easy, too, to see “Yes” as an affirmation that might makes right, that amusement outweighs morality, that princely wealth can wipe a stained slate clean.

Sunrise over the mountainous village of Fayfa, some six miles from the Yemeni border.

Abdullah Ghaleb Zaid, a honey vendor, at his shop atop a mountain pass near the southern city of Abha.

Sunset near Jabal Soudah, the kingdom’s highest peak.

Ten days into my trip, I ventured to Wadi al-Disah, a steep-walled valley where I’d booked a tent at a campsite I found on Airbnb. For an additional 300 riyals ($80), my host, Faisal, led me on a four-wheel-drive tour, departing the paved road and weaving through a path along the bed of an ephemeral river. Continually jolted by the uneven terrain, we eased past thick reeds, lofty palms and small bands of visitors who’d nestled into clearings.

As we left, I met a group of young men gathered for a picnic, their sandals scattered around a carpet on which they were preparing their dinner. Delighted to meet an American with a camera, they asked if I’d take a group portrait, then exchanged information with me so I could send them a copy — a scenario by then so familiar that I hardly thought anything of it.

A full day later, some 200 miles away, I was cruising along a lonely highway near the Jordanian border when a Land Cruiser blew past me at an astonishing speed. I felt my compact car rock from its turbulence — and then I watched with a twinge of dread as the car abruptly braked, slowing hard in the left lane until our front ends were aligned. It held steady there.

For a moment I stared straight ahead, hoping to avoid a confrontation. When I finally turned to look, I saw a group of boys grinning wildly and waving through an open window. Then I realized: Improbably, it was three of the young men I’d met the day before. Somehow we’d all followed the same route. And somehow, in the split second it took them to fly past, they’d recognized me. I lifted my camera from the passenger seat and snapped a photograph.

The picture shows three young Saudis on a precipice: endearing, erratic, captivating. I have a sense of where they came from but no certainty about where they’re going. Two are flashing peace signs, and none appears to be wearing a seatbelt. No one is watching the road as their car drifts out of its lane, careening a little recklessly into a hopeful and uncertain future.

Stephen Hiltner’s recent work includes a photo essay about his childhood in Budapest , an examination of A.I.-generated guidebooks and an investigation into the deaths of Russian soldiers in Ukraine . You can follow his travels on Instagram .

Got a question about this story? Drop a note in the comments section. Got a tip? Send him an email .

Read by Stephen Hiltner

Audio produced by Jack D’Isidoro .

Stephen Hiltner is an editor, writer and photographer for the Travel section of The Times. More about Stephen Hiltner

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UN Tourism Applauds Saudi Arabia's Historic Milestone of 100 Million Tourists

• All Regions
• 26 Feb 2024

In a testament to its strategic vision and robust sector growth, the Kingdom of Saudi Arabia has welcomed over 100 million tourists, marking a significant milestone in its journey to become a global tourism powerhouse.

In an exceptional achievement, the Kingdom of Saudi Arabia has welcomed over 100 million tourists , a milestone celebrated by the World Tourism Organization (UN Tourism). This remarkable accomplishment achieved seven years ahead of its original schedule, not only underscores Saudi Arabia's emergence as a global tourism powerhouse but also highlights its leading role in the economic diversification and sustainable development of the tourism sector worldwide. This milestone, marked by the arrival of over 27 million international tourists and over 79 million domestic tourists with a combined total spend of over USD 67 billion, not only showcases the Kingdom's robust tourism sector but also underscores the Saudi Ministry of Tourism's commitment to advanced data gathering and statistical analysis, a priority echoed by UN Tourism.

The Kingdom's success story is built on a foundation of strategic initiatives and reforms that have propelled its tourism sector to new heights. With a staggering 390% increase in demand for tourism activity licenses in 2023 and the contribution of tourism to the non-oil GVA estimated to exceed 7%, Saudi Arabia's vision for the future is clear. With the tourism sector's direct contribution to the GDP estimated to exceed  4 %, the country has showcased its resilience, innovation, and commitment to excellence.

Strategic Partnerships and Global Leadership

UN Tourism has closely collaborated with Saudi Arabia, recognizing its efforts in developing a robust tourism infrastructure and statistical analysis capabilities. The inauguration of UN Tourism's Regional Office for the Middle East in Riyadh in 2021 marked a significant step towards fostering tourism innovation, education, and rural development. This partnership has been instrumental in positioning Saudi Arabia as a leader in sustainable tourism practices and statistical excellence.

Elevating its global position in the tourism sector, Saudi Arabia has distinguished itself by leading the G20 in international tourist growth rate in 2023 compared to 2019. This recognition underlines the Kingdom's pivotal role in the global tourism sector's recovery following the pandemic. Moreover, the Middle East has emerged as the sole region not only to rebound but also to outpace pre-pandemic tourism levels , with a 122 percent recovery in international tourist arrivals in 2023 compared to 2019. At the forefront of this remarkable growth, Saudi Arabia witnessed a staggering 156 percent recovery in international tourist arrivals compared to 2019, underscoring its central role in the region's tourism boom.

A Testament to Resilience and Innovation

The Kingdom's tourism sector has shown remarkable resilience, with inbound spending reaching over USD 37 billion in 2023 and a significant increase in hotel keys across the kingdom. These achievements are a testament to Saudi Arabia's commitment to creating a prosperous and sustainable tourism sector.

Empowering the Workforce

The employment opportunities created by the tourism sector are a cornerstone of Saudi Arabia's success. As of 2023, with 925.5 thousand jobs in the tourism sector and significant investments in training, the Kingdom is on track to make tourism the second-largest employer by 2030. This focus on workforce development ensures that the benefits of tourism growth are shared widely and sustainably.

Gratitude and Future Vision

UN Tourism extends its congratulations to the Kingdom of Saudi Arabia for this historic achievement. We commend the leadership, the Ministry of Tourism, and all partners for their unwavering support and dedication. As Saudi Arabia continues to drive towards its goal of 150 million tourists by 2030, UN Tourism looks forward to supporting its journey, celebrating its successes, and promoting a more resilient, sustainable, and inclusive future for global tourism.

Saudi Arabia's achievement of welcoming over 100 million tourists in 2023 is a beacon of what is possible through collaboration, innovation, and a clear vision for the future. The Kingdom not only promises a diverse and rich tourism experience but delivers on that promise, paving the way for a brighter future for the global tourism industry.

Related links:

• Download the News Release on PDF
• International Tourism to Reach Pre-Pandemic Levels in 2024

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April 28, 2021

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This article also features in The Report: Saudi Arabia 2023 . Read more about this report and view purchase options in our online store.

Tourism From The Report: Saudi Arabia 2023 View in Online Reader

Saudi Arabia, with its rich cultural heritage and natural wonders, is rapidly transforming into a global tourism destination, a trend driven by Vision 2030, the country’s blueprint for socio-economic development. The introduction of tourist visas in 2019 marked a significant shift, emphasising the sector’s importance for diversification and job creation. Through strategic infrastructure investment, destination development and an emphasis on heritage, the Kingdom has successfully established itself on the global tourism stage. Government support and collaborative efforts among stakeholders are poised to make tourism a crucial force in reducing oil dependence and creating new revenue streams in the years ahead.

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Saudi Arabia - Tourism and Culture

Updated: 19/08/2024

Saudi Arabia has recently commenced a transformation of its image, incorporated cultural diversity and encouraged tourism sector. This changeover has been mainly catalyzed by the Vision 2030 program, which aims to expand the nation's economic base and cultivate a progressive society. Saudi Arabia has passed through a considerable path in elevating its tourism endeavors. Moreover, the kingdom has placed significant emphasis on the preservation of its rich cultural heritage through the organization of festivals and cultural events, restoration of historical landmarks, and patronage of traditional arts and crafts. Through these endeavors, Saudi Arabia aspires to assert its distinctive cultural identity and entice visitors from across the globe.

Promoting Tourism and Culture

In 2024, Saudi Arabia experienced notable improvements in both tourism and culture. The nation has actively promoted travel and has seen a surge in tourists. By investing in infrastructure, creating new tourist sites, and easing visa requirements.

Some of the notable examples of tourism in Saudi Arabia are explained in detail below.

Preserving Cultural Heritage

Amid modernization, Saudi Arabia remains committed to preserving its cultural heritage. A rich and varied cultural heritage that dates back thousands of years may be found in Saudi Arabia. The medieval Diriyah neighborhood of Riyadh presents a holistic archaeological site, the ancient Nabatean city of Al-Ula, the archeological site of Mada'in Saleh, and the breathtaking rock art of Jubbah are just a few of the notable heritages. These locations give tourists a look into Saudi Arabia's interesting past by showcasing the nation's history, architecture, and creative traditions.

Modern Architectural Marvels

The kingdom is no stranger to architectural innovation. The increase of cultural events and festivals, as well as the opening of new tourist sites like the futuristic city of NEOM, and The Qiddiya Entertainment City , are few of the major developments. The nation has also put in place a number of programs to conserve its rich cultural legacy. These futuristic developments promise immersive experiences, ranging from high-tech entertainment hubs to eco-friendly resorts.

Rise of Entertainment and Festivals

Entertainment options have significantly expanded, with international artists and performers gracing stages across the country. Festivals celebrating music, film, and art have become vibrant platforms for cultural exchange and creativity. In Saudi Arabia, there are numerous tourist attractions that are of seeing.

Eco-Tourism and Natural Wonders

Saudi Arabia's diverse landscapes, from the Red Sea coastline to desert oases, have captured the attention of eco-conscious travelers. Efforts to promote responsible tourism and protect fragile ecosystems are yielding positive results. The gorgeous Red Sea coastline, the ancient city of Jeddah , the energetic capital city of Riyadh, and the breathtaking landscapes of the Empty Quarter are a few of the more well-known ones. These locations provide a variety of modern attractions, cultural experiences, and scenic landscapes.

Culinary Adventures: A Gastronomic Journey

The Saudi culinary scene is undergoing a renaissance, blending traditional flavors with contemporary twists. Food enthusiasts can savor a fusion of tastes, from aromatic spices to modern gastronomic delights.

Evolution of the Hospitality Sector

The hospitality industry has witnessed remarkable growth, with international hotel chains establishing their presence. This expansion caters to the influx of tourists seeking luxurious and comfortable accommodations. Over two million people are expected to be accommodated in the hotels in Qiddiya while 12 million people will benefit from the project’s commercial sector.

Digital Transformation in Tourism

Technology plays a pivotal role in enhancing visitor experiences. Mobile apps, virtual tours, and augmented reality are being used to provide informative and engaging insights into historical sites and cultural landmarks.

Related: Web Design and Development Dubai

Women in Tourism

Empowerment of women has taken center stage in Saudi Arabia. Women are making significant contributions to the tourism sector, from leading tour groups to managing hospitality establishments.

Spiritual Tourism: Umrah, Hajj and Holy Practices

Saudi Arabia's significance as the birthplace of Islam continues to draw millions of pilgrims for the annual Hajj pilgrimage. Beyond Hajj, efforts are being made to develop religious tourism sites that offer unique spiritual experiences.

Cultural Exchange Programs

The nation's commitment to cultural exchange is evident through international collaborations and programs. This exchange fosters mutual understanding and promotes a global dialogue of art, music, and ideas.

Art, Music and Traditional Crafts

Art galleries and music festivals are proliferating, providing platforms for local and international artists to showcase their talents. This cultural renaissance is contributing to the enrichment of Saudi Arabia's artistic landscape. Crafts are also gaining prominence, as local artisans are revitalizing traditional crafts, producing intricate handmade goods that reflect Saudi Arabia's rich cultural heritage. These crafts are not only souvenirs but also a testament to the nation's artistic legacy.

Sustainable Practices and Initiatives

With a growing emphasis on sustainability, Saudi Arabia is implementing eco-friendly practices in its tourism infrastructure. From reducing plastic waste to promoting renewable energy, the country is striving to be a responsible tourist destination.

Saudi Arabia: Tourism & Culture in Facts, Figures and Statistics

Infographics by GO-Globe Saudi Arabia

• Forecasts for 2024 predict Saudi Arabia's Travel & Tourism sector to accumulate a substantial US$4,335.00 million.
• Projections indicate an annual growth rate of 2.58%, aiming for a market size of US$4,800.00 million by 2028.
• The Hotels segment leads the market, with estimates suggesting a volume of US$2,930.00 million by 2024.
• Anticipated surge in hotel patrons, reaching 10.09 million users by 2028.
• User penetration rate in the Saudi Arabian Hotels market poised at 28.2% for 2024, with a projected increase to 29.1% by 2028.
• Expected average revenue per user (ARPU) to reach US$410.80 by 2028.
• Significant forecast indicates 86% of total revenue in the Saudi Arabian Travel & Tourism market to derive from online transactions by 2028.
• On a global scale, the United States projected to dominate, with revenues of US$199 billion in the Travel & Tourism market for 2024.
• Rapid expansion of Saudi Arabia's tourism industry driven by robust infrastructure development, cultural heritage sites, and a focus on luxurious travel experiences.
• The Kingdom accomplished a new achievement within the Travel and Tourism Development Index (TTDI), marking the 33rd position globally
• Revenue in Saudi Arabia is expected to show an annual growth rate (CAGR 2023-2027) of 3.87%, resulting in a projected market volume of US$4,446m by 2027.
• In the Hotels market, the number of users in Saudi Arabia is expected to amount to 9.1 million people by 2027.
• User penetration in Saudi Arabia is 25.9% in 2023 and is expected to hit 27.4% by 2027.
• The average revenue per user (ARPU) in Saudi Arabia is expected to amount to US$398.70.
• In the Travel & Tourism market, 85% of total revenue in Saudi Arabia will be generated through online sales by 2027.
• Employment opportunities within the rapidly expanding Saudi tourism sector is increasing due to tourism, which now offers 880,000 jobs countrywide.
• NEOM is estimated to worth US$500 billion to complete. a business and tech canter, expected to contribute US$48 billion to the kingdom's gross domestic product and create 380,000 jobs.
• Qiddiya, The New Entertainment City, planned for completion in 2035, is going to stretch over an area of 334km.
• Qiddiya City is expected to create more than 57,000 jobs for the residents and expatriates by 2030.
• Qiddiya is expected to contribute up to SAR 17 billion of GDP to the economy.

As Saudi Arabia continues to evolve, its tourism and culture sectors stand at the crossroads of tradition and innovation. The nation's commitment to preserving its heritage while embracing modernity has led to a thriving industry that offers something for every traveler. From historical sites to futuristic marvels, Saudi Arabia's journey is a captivating blend of the past, present, and future.

Frequently Asked Questions (FAQs)

Q1: Is Saudi Arabia safe for tourists in 2023?

A: Yes, Saudi Arabia has taken extensive measures to ensure the safety and comfort of tourists, making it a welcoming destination.

Q2: What are some must-visit cultural festivals in Saudi Arabia?

A: The Janadriyah Festival and the Red Sea International Film Festival are highly recommended for experiencing Saudi culture.

Q3: Are women travelers welcomed in Saudi Arabia?

A: Absolutely, Saudi Arabia has made great strides in welcoming women travelers and providing them with enriching experiences.

Q4: How can I learn more about Vision 2030 and its impact on tourism?

A: To learn more about Vision 2030 and its influence on Saudi Arabia's tourism industry, you can visit the official website at  https://www.vision2030.gov.sa .

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