For anyone who grew up thinking of Saudi Arabia as a distant, closed-off kingdom, the news coming out of this year’s WTM Spotlight Riyadh must feel almost surreal. A fresh report from Tourism Economics, published this week, paints a picture of a country that has not simply reopened to the world but has actively become one of the most compelling stories in global travel. The headline statistic is stunning: the number of European leisure travellers visiting Saudi Arabia is forecast to jump by at least 130% between 2025 and 2030. That is not a gentle upward curve; it is a surge. And Europe is far from alone. Leisure arrivals from Asia Pacific and North America are also expected to more than double over the same period, as travellers from some of the world’s most established tourism markets begin to see Saudi Arabia not as an exotic anomaly but as a serious, must-visit destination. By 2030, longer-haul markets are projected to account for 54% of Saudi Arabia’s international leisure arrivals, up from 47% in 2025. That shift matters because it signals a fundamental change in the country’s tourism identity. For decades, Saudi Arabia was primarily a place people went for pilgrimage, not for a holiday. Now, the data suggests, it is becoming a place people choose for a beach getaway, a cultural immersion, a food tour, or simply because they have seen it splashed across their social feeds and want to see it for themselves.
The story of Europe’s relationship with Saudi tourism is particularly striking because it has already been building momentum for years. Between 2019 and 2025, Europe was the fastest-growing long-haul region for Saudi leisure travellers, with visits increasing by 61%. That means European travellers were not just discovering Saudi Arabia after the pandemic; they were discovering it well before the world shut down, and they have kept coming since. Europe is now Saudi Arabia’s biggest long-haul market, accounting for 10% of all leisure trips to the country in 2025. To put that in perspective, the Middle East still dominates with an 82% share, but the fact that Europe has carved out a meaningful slice of that pie is remarkable. Within Europe, Germany and Italy stand out as the real success stories. Leisure travel from both countries is forecast to more than triple by the end of the decade, a sign that travellers from these major outbound markets are increasingly willing to trade the familiar beaches of Spain, Greece, and Turkey for something altogether different. Yet there is another layer to this shift. While Europe has been the engine of long-haul growth so far, the next wave could come from the East. Tourism Economics predicts only modest increases in Saudi leisure nights from the UK, France, and Spain, while Thailand is expected to grow by 46% and Indonesia, Australia, and Singapore by at least 50%. This suggests that Saudi Arabia’s appeal is becoming genuinely global, not just a niche fascination for adventurous Europeans.
Zooming out, the scale of Saudi Arabia’s transformation is hard to overstate. Tourism Economics put it elegantly when it said the country has “moved from the edge of the global tourism map towards its centre” in barely half a decade. That is not public relations spin; the numbers back it up. Total visitor nights in Saudi Arabia have more than doubled since 2019, reaching 1.1 billion. International visitor nights have grown by 177% between 2019 and 2025, while the global average was just 12%. That means Saudi Arabia recorded the largest gain in global market share of any destination on earth. For a country that, not long ago, issued tourist visas to almost no one, that is an extraordinary achievement. The surge is even more pronounced in leisure tourism specifically. The country recorded 7.6 million international overnight leisure arrivals in 2025, which is more than six times the 2019 figure. The money those travellers spent tells an equally dramatic story: leisure spending increased fivefold to $12.6 billion, or around €10.86 billion. This is not simply a return to pre-pandemic levels; it is a violent break from the past. It is also a clear signal that Saudi Arabia’s ambitious Vision 2030 plan, which has poured enormous resources into tourism infrastructure, mega-projects, and global marketing, is beginning to pay off in a very tangible way. The Red Sea development, with its luxury resorts and pristine coral reefs, has captured the imagination of premium travellers, while the upcoming 2034 FIFA World Cup is already holding the world’s attention for a decade to come. The world is not just watching Saudi Arabia; it is booking flights.
For travellers, the most exciting part of this transformation is the sheer variety of places to explore. Makkah and Madinah remain Saudi Arabia’s two largest tourism destinations by a considerable margin, and they will always be at the country’s spiritual and cultural heart. But the story now goes far beyond pilgrimage. Riyadh and Jeddah have seen visitor numbers surge as the country expands beyond its traditional religious tourism market. Riyadh, once seen as a business hub, is now a destination in its own right, with a booming restaurant scene, world-class museums, and a calendar packed with festivals, concerts, and sporting events. Jeddah, with its historic Al-Balad district and its relaxed coastal atmosphere, offers a more laid-back introduction to Saudi life. And then there is AlUla, which is quietly emerging as one of the most extraordinary destinations in the region. Known for its dramatic desert landscapes, ancient rock-cut tombs, and sprawling heritage sites, AlUla recorded around nine million visitor nights in 2025, and that number is forecast to grow by 11% a year through 2030. For travellers who have already seen the pyramids, walked the Great Wall, or explored Petra, AlUla offers something ancient and unspoiled, a place where history feels close enough to touch. The fact that a destination like this is now actively courting international visitors, complete with luxury hotels, curated art installations, and guided heritage tours, is a powerful reminder that Saudi Arabia is not just selling sun and sand. It is selling stories, and travellers are clearly listening.
One of the most practical reasons behind this surge in tourism is the quiet revolution in Saudi Arabia’s visa policy. A decade ago, getting into the country as a tourist was a labyrinthine process, if it was possible at all. Now, Saudi Arabia has broadened its visa facilitation network through agreements with countries across Europe, Asia, and Central Asia, including Portugal, Türkiye, Spain, Poland, China, Uzbekistan, and Kazakhstan. For European travellers, the change has been especially dramatic. Citizens of all 27 EU member states are eligible to apply for a Saudi tourist eVisa entirely online. The visa is valid for one year, allows multiple entries, and permits tourists to spend up to 90 days in the country. It covers leisure trips, attending events, visiting family and relatives, and performing Umrah. It does not cover Hajj, which requires a separate pilgrim visa, but for the vast majority of travellers, this is a remarkably simple and accessible process. The only major requirement is that travellers must hold a passport valid for at least six months from the date of entry. For anyone from Europe who has ever wrestled with visa paperwork, long embassy queues, or uncertain processing times, this is a genuinely liberating development. It removes the bureaucratic friction that once made Saudi Arabia feel distant and difficult. Combined with a growing number of direct flights being announced between European cities and Saudi airports, the practical barriers to visiting are falling away. The result is that a country that once seemed out of reach is now no more complicated to visit than many other long-haul destinations.
Looking ahead, the implications of this shift are enormous, not just for Saudi Arabia but for the entire global tourism industry. If these forecasts prove accurate, Saudi Arabia will cement its position as one of the defining tourist destinations of the 2020s and 2030s. The 2034 World Cup alone will force the world’s attention onto the country, bringing millions of visitors and billions of dollars in investment. But the real question is whether the country can manage this growth in a way that feels sustainable, both for its fragile desert ecosystems and for its cultural identity. The fact that Tourism Economics highlights long-haul market growth suggests that Saudi Arabia is deliberately chasing high-value, culturally curious travellers rather than simply trying to maximise raw arrival numbers. That approach, if it works, could set a new standard for how emerging destinations build their tourism industries. For European travellers, the benefits are clear: a previously inaccessible part of the world, rich in history, natural beauty, and warm hospitality, is now genuinely open. For Saudi Arabia, the benefits are equally clear: tourism is becoming a cornerstone of a post-oil economy, creating jobs, diversifying income, and projecting a new image of the kingdom to the world. There will, no doubt, be challenges along the way, questions about sustainability, overtourism, and the balance between modernisation and tradition. But for now, the trajectory is unmistakable. Saudi Arabia is no longer on the edge of the map. It is on the itinerary. And if you have not yet considered it, the data suggests you soon will.
