Saudi Arabia is rapidly becoming a popular tourist destination for Europeans, with significant growth expected in international leisure travel. Between 2025 and 2030, international leisure travel to Saudi Arabia is projected to increase by 93%, with a remarkable 130% growth anticipated from Europe. The increase is attributed to the Kingdom’s ongoing efforts under its Vision 2030 plan to diversify its economy and promote tourism, aiming for 150 million annual visitors by 2030.
Despite the Middle East being the largest source market for leisure trips, Europe stands out as the largest long-haul market, accounting for 10% of total visits. Germany and Italy are expected to see visitor numbers from both countries more than triple by 2030. Dave Goodger from Tourism Economics highlights the emerging dynamics of the Saudi tourism economy, fueled by investment and development.
Visitor spending from international tourists has significantly increased, and while growth from traditional markets like the UK, France, and Spain may be modest, there’s a notable increase expected from Asia, particularly Thailand and Indonesia. With the relaxation of visa rules and promotional efforts, the Kingdom aims to attract a broader range of visitors, bolstered by mega-projects and events like the 2034 FIFA World Cup.
Makkah and Madinah remain key attractions, alongside the rising popularity of Jeddah, Riyadh, and AlUla as urban and cultural destinations. Overall, Saudi Arabia’s transformation into a premier tourist destination signals a noteworthy shift in global tourism dynamics.
