Saudi Tourism Numbers 2026: Visitor Arrivals, Revenue Streams, and the Race to 150 Million
Saudi Arabia's tourism sector is experiencing its fastest growth in history, with new destinations from the Red Sea to AlUla drawing visitors from around the world. This intelligence brief dissects the numbers — arrivals, revenue, occupancy, and the gap between ambition and reality.
Executive Summary
Saudi Arabia’s tourism sector has emerged as one of the most dynamic growth stories in global travel. From a country that did not issue tourist visas until September 2019, the Kingdom welcomed an estimated 30.8 million visitors in 2025 — a number that includes religious pilgrims, leisure tourists, and business travelers. Tourism’s contribution to GDP has grown from approximately $30 billion in 2019 to $42 billion in 2025, and the sector now employs over 850,000 people directly and indirectly.
The government’s target is breathtaking: 150 million annual visits by 2030, a figure that would make Saudi Arabia one of the world’s ten most visited countries. Achieving this target requires sustained double-digit growth in leisure tourism, massive infrastructure development (hotels, airports, attractions), and a fundamental shift in international perceptions of Saudi Arabia as a tourist destination.
This intelligence brief provides a comprehensive analysis of Saudi tourism performance in 2025-2026, examining visitor arrivals by source market and purpose, revenue metrics, destination-specific performance, hotel market dynamics, and the realistic trajectory toward the 2030 target.
Visitor Arrivals: The Complete Picture
Aggregate Numbers
| Category | 2022 | 2023 | 2024 | 2025 | 2030 Target |
|---|---|---|---|---|---|
| Total visitors (M) | 18.5 | 23.8 | 27.5 | 30.8 | 150 |
| Religious tourists (M) | 10.2 | 13.5 | 14.8 | 15.4 | 30+ |
| Leisure tourists (M) | 4.8 | 6.2 | 8.5 | 12.2 | 100+ |
| Business travelers (M) | 2.1 | 2.5 | 2.8 | 3.2 | 15+ |
| Transit/other (M) | 1.4 | 1.6 | 1.4 | — | 5+ |
| Tourism revenue (USD B) | 28 | 34 | 38 | 42 | 80+ |
Source Markets
| Source Market | 2025 Arrivals (M) | YoY Growth (%) | Avg. Spend/Visitor (USD) | Purpose Mix |
|---|---|---|---|---|
| Indonesia | 2.8 | 12% | 1,800 | 85% religious, 15% leisure |
| India | 2.5 | 18% | 1,200 | 60% religious, 25% business, 15% leisure |
| Pakistan | 2.2 | 15% | 1,400 | 80% religious, 20% other |
| Egypt | 1.8 | 10% | 1,100 | 55% religious, 30% business, 15% leisure |
| Turkey | 1.4 | 22% | 1,600 | 40% religious, 40% leisure, 20% business |
| Bangladesh | 1.2 | 14% | 1,300 | 85% religious, 15% other |
| UK | 0.9 | 35% | 2,800 | 30% leisure, 40% business, 30% religious |
| Malaysia | 0.8 | 11% | 1,900 | 75% religious, 25% leisure |
| UAE | 0.7 | 8% | 2,200 | 50% leisure, 40% business, 10% other |
| China | 0.6 | 45% | 2,400 | 60% leisure, 30% business, 10% religious |
| US | 0.5 | 28% | 3,200 | 45% business, 35% leisure, 20% religious |
| Germany | 0.4 | 30% | 2,600 | 50% leisure, 40% business, 10% other |
| Other | 14.9 | 12% | 1,400 | Mixed |
The fastest-growing source markets are China (+45%), UK (+35%), Germany (+30%), and the US (+28%) — all high-value leisure and business markets that Saudi Arabia has been actively targeting through visa liberalization, direct airline routes, and destination marketing. These Western and East Asian markets are critical to the leisure tourism growth strategy, as they generate the highest per-visitor spending and help diversify the tourism base beyond religious pilgrimage.
Destination Performance
The Red Sea
Red Sea Global’s first phase of development — centered on Shura Island and surrounding properties — began receiving guests in late 2024 with the opening of the St. Regis Red Sea Resort. As of early 2026, three resort hotels are operational (St. Regis, Six Senses, and a Ritz-Carlton Reserve), with a combined capacity of approximately 750 rooms.
| Red Sea Metric | 2025 | 2026 (Q1 annualized) | 2027 Target |
|---|---|---|---|
| Operational hotel rooms | 550 | 750 | 1,800 |
| Average occupancy (%) | 58 | 65 | 70 |
| Average daily rate (USD) | 950 | 1,100 | 1,200 |
| RevPAR (USD) | 551 | 715 | 840 |
| Total visitors (thousands) | 45 | 85 (est.) | 250 |
| Guest satisfaction (NPS) | 72 | 75 | 80+ |
| Charter flights (weekly) | 8 | 14 | 25 |
The Red Sea’s early performance is promising but reflects the challenges of establishing a new luxury destination in a remote location. The resort quality has received positive reviews from travel media and early guests, with the underwater marine environment and pristine beach landscapes cited as standout features. However, access remains a constraint — the Red Sea International Airport is operational but serves limited routes, and most guests arrive via connecting flights through Jeddah.
AlUla
AlUla — the ancient Nabataean heritage site in northwestern Saudi Arabia, home to the UNESCO World Heritage Site of Hegra (the “second Petra”) — has emerged as Saudi Arabia’s most compelling cultural tourism destination. The Royal Commission for AlUla (RCU) has invested heavily in heritage preservation, hospitality development, and cultural programming.
| AlUla Metric | 2023 | 2024 | 2025 | 2026 (projected) |
|---|---|---|---|---|
| Visitors (thousands) | 350 | 520 | 680 | 900 |
| Hotel rooms | 800 | 1,200 | 1,600 | 2,200 |
| Average stay (nights) | 2.1 | 2.3 | 2.5 | 2.8 |
| Cultural events held | 45 | 68 | 92 | 120 |
| Heritage site visits | 280K | 420K | 560K | 750K |
| Avg. daily spend (USD) | 380 | 420 | 480 | 520 |
AlUla’s appeal extends beyond heritage tourism. The RCU has successfully positioned the destination as a venue for luxury experiences, adventure tourism (desert hiking, rock climbing, stargazing), and cultural festivals (the AlUla Moments season of arts and music events). The Maraya Concert Hall — a mirrored venue in the desert that has hosted international artists — has become an iconic Saudi cultural landmark.
Diriyah
Diriyah — the historic birthplace of the Saudi state, located on the outskirts of Riyadh — is undergoing a $63 billion transformation into a cultural, entertainment, and hospitality district. The Diriyah Gate Development Authority (DGDA) is developing the At-Turaif UNESCO World Heritage Site and surrounding areas into a mixed-use destination featuring luxury hotels, museums, restaurants, and retail.
While still largely under construction, Diriyah has begun hosting events and receiving visitors to the heritage district. The Bujairi Terrace — a luxury dining and retail precinct overlooking the At-Turaif ruins — opened in late 2022 and has become Riyadh’s most prestigious dining destination.
Jeddah Historic District (Al-Balad)
Jeddah’s historic Al-Balad district — a UNESCO World Heritage Site featuring centuries-old coral stone buildings — has benefited from a comprehensive restoration program. The district’s transformation into a cultural tourism destination, with boutique hotels, art galleries, and heritage experiences, has contributed to Jeddah’s emergence as a cultural tourism destination complementing its traditional role as a gateway for Hajj and Umrah pilgrims.
Hotel Market Analysis
Supply Growth
Saudi Arabia’s hotel supply is expanding rapidly to accommodate tourism growth targets. The Kingdom currently has approximately 385,000 hotel rooms, with an additional 320,000 rooms in various stages of planning and construction.
| Hotel Category | Current Rooms | Under Construction | Pipeline (Planning) | 2030 Target |
|---|---|---|---|---|
| Luxury (5-star) | 28,000 | 15,000 | 25,000 | 68,000 |
| Upper upscale (4-star) | 52,000 | 22,000 | 35,000 | 109,000 |
| Upscale (3-star) | 85,000 | 35,000 | 45,000 | 165,000 |
| Midscale/economy | 220,000 | 48,000 | 75,000 | 343,000 |
| Total | 385,000 | 120,000 | 180,000 | 685,000 |
Performance Metrics
| Market | Occupancy (%) | ADR (USD) | RevPAR (USD) | YoY RevPAR Change (%) |
|---|---|---|---|---|
| Riyadh | 72 | 185 | 133 | +12 |
| Jeddah | 68 | 155 | 105 | +8 |
| Makkah | 75 | 140 | 105 | +5 |
| Madinah | 72 | 120 | 86 | +4 |
| AlUla | 65 | 380 | 247 | +22 |
| Red Sea | 65 | 1,100 | 715 | N/A (new market) |
| National average | 62 | 145 | 90 | +9 |
International Hotel Brand Expansion
Major international hotel brands are expanding aggressively in Saudi Arabia, drawn by government incentives, tourism growth, and the scale of development opportunities:
| Hotel Brand | Current SA Properties | Pipeline Properties | Total by 2030 |
|---|---|---|---|
| Marriott International | 32 | 45 | 77 |
| Hilton | 25 | 38 | 63 |
| Accor | 28 | 35 | 63 |
| IHG | 22 | 30 | 52 |
| Hyatt | 8 | 18 | 26 |
| Four Seasons | 3 | 5 | 8 |
| Aman Resorts | 2 | 4 | 6 |
| Mandarin Oriental | 1 | 3 | 4 |
The 150 Million Target: Reality Check
Mathematical Analysis
Saudi Arabia’s target of 150 million annual visits by 2030 requires growth from 30.8 million (2025) to 150 million in five years — a compound annual growth rate of approximately 37%. No major country has sustained tourism growth at this rate for five consecutive years.
| Year | Required Visitors (M) | YoY Growth Required (%) | Assessment |
|---|---|---|---|
| 2025 (actual) | 30.8 | — | Baseline |
| 2026 | 42 | 36% | Very ambitious |
| 2027 | 58 | 38% | Extremely ambitious |
| 2028 | 80 | 38% | Requires step-change |
| 2029 | 110 | 38% | Dependent on infrastructure |
| 2030 | 150 | 36% | Target |
What Would 150 Million Require?
Achieving 150 million visitors would require Saudi Arabia to match or exceed the tourism volumes of countries like Thailand (40 million pre-COVID), Turkey (50 million), or Spain (84 million) — all of which have decades of tourism infrastructure development, established brand recognition, and competitive pricing.
The most plausible path to high visitor numbers relies heavily on:
- Expanded religious tourism capacity — increasing Umrah visa issuance and extending the pilgrimage season could add 15-20 million visitors beyond current levels
- Regional/GCC transit and short-stay tourism — positioning Saudi cities as weekend destinations for the 60 million people in neighboring GCC states
- Same-day visits and events tourism — counting day-trippers, event attendees, and transit visitors in the total count
- Visa liberalization at scale — the e-visa program has been expanded to 60+ nationalities, reducing a major barrier to entry
A more realistic estimate suggests Saudi Arabia could achieve 80-100 million visitors by 2030, with 150 million achievable by 2035 if infrastructure delivery and destination development continue at current pace.
Revenue and Economic Impact
Tourism Revenue Breakdown
| Revenue Category | 2025 (USD B) | 2026 (est.) | 2030 Target (USD B) |
|---|---|---|---|
| Accommodation | 12.5 | 14.8 | 28 |
| Food & beverage | 8.2 | 9.5 | 18 |
| Transportation (in-country) | 5.8 | 6.8 | 12 |
| Shopping/retail | 6.5 | 7.2 | 14 |
| Entertainment/activities | 4.2 | 5.5 | 10 |
| Other (guides, services) | 4.8 | 5.2 | 8 |
| Total | 42.0 | 49.0 | 90 |
Employment Impact
| Employment Category | 2025 | 2026 (est.) | 2030 Target |
|---|---|---|---|
| Direct tourism employment | 350,000 | 420,000 | 1,000,000 |
| Indirect employment | 500,000 | 580,000 | 1,500,000 |
| Total tourism-related | 850,000 | 1,000,000 | 2,500,000 |
| Saudi nationals (%) | 42 | 45 | 55 |
Competitive Positioning
| Destination | 2025 International Arrivals (M) | Tourism Revenue (USD B) | Avg. Spend/Visitor (USD) | Hotel Rooms (K) |
|---|---|---|---|---|
| France | 92 | 68 | 739 | 650 |
| Spain | 84 | 82 | 976 | 1,900 |
| UAE | 22.5 | 48 | 2,133 | 145 |
| Turkey | 52 | 38 | 731 | 520 |
| Saudi Arabia | 30.8 | 42 | 1,365 | 385 |
| Egypt | 15.5 | 14 | 903 | 230 |
| Thailand | 36 | 32 | 889 | 410 |
Saudi Arabia’s per-visitor revenue ($1,365) is notably high — exceeded only by the UAE among major destinations — reflecting the high-value nature of both religious and luxury leisure tourism. This high per-visitor yield means that Saudi Arabia can generate substantial tourism revenue even at visitor volumes lower than mass-market destinations like Spain or France.
Conclusion
Saudi Arabia’s tourism sector has achieved remarkable growth from an extremely low base, and the trajectory remains strongly positive. New destinations (Red Sea, AlUla, Diriyah), expanded religious tourism capacity, and visa liberalization are creating a multi-dimensional tourism offering that appeals to diverse visitor segments.
The 150 million visitor target by 2030 is almost certainly unachievable in the stated timeframe, but the pursuit of this ambitious goal is driving infrastructure investment, destination development, and institutional capacity building that will benefit the sector for decades. A more realistic expectation of 80-100 million visitors by 2030 would still represent an extraordinary achievement and would position Saudi Arabia among the world’s top 15 tourism destinations.
For investors, the Saudi tourism story is compelling. Hotel development, destination management, tourism technology, and hospitality services represent multi-billion dollar opportunities in a market with strong government support, growing demand, and limited competition from established private sector operators.
Visa and Access Reforms
Saudi Arabia’s visa liberalization has been one of the most consequential enablers of tourism growth. The Kingdom introduced tourist visas for the first time in September 2019, and the program has been progressively expanded to cover citizens of 60+ countries with electronic visa-on-arrival or e-visa access.
| Visa Reform | Implementation Date | Impact |
|---|---|---|
| Tourist visa introduction | September 2019 | First-ever tourist visa category |
| E-visa system launch | 2019 | Streamlined application process |
| Visa-on-arrival (46 countries) | 2019-2022 | Simplified entry for major source markets |
| Extended visa validity (1 year, multiple entry) | 2022 | Enabled repeat visits |
| Transit visa (96-hour stopover) | 2023 | Captured airline transit passengers |
| Event-specific visas (F1, concerts) | 2022-ongoing | Simplified event tourism access |
| Expanded e-visa (63 countries) | 2024 | Broader market access |
| GCC resident visa-free entry | 2023 | Captured GCC expatriate market |
The visa reforms have effectively removed one of the most significant barriers to Saudi tourism growth. Prior to 2019, visiting Saudi Arabia for non-religious purposes required a business visa sponsored by a Saudi entity — a process that deterred casual and leisure travelers entirely. The shift to e-visa and visa-on-arrival access has been transformative, particularly for the high-value leisure markets (Europe, North America, East Asia) where spontaneous travel decisions depend on frictionless visa access.
The Saudi Tourism Authority (STA) has also invested heavily in destination marketing, with an estimated $500 million annual marketing budget deployed across digital channels, airline partnerships, trade show presence, and influencer campaigns. The “Saudi, Welcome to Arabia” brand campaign has achieved recognition levels comparable to established destination brands in key source markets.
This intelligence brief is part of the Invest Riyadh Intelligence Series. For related analysis, see our briefs on Expo 2030 Preparation, Real Estate Boom, and Saudi-UAE Competition.