TBM Staff - Mumbai
Saudi Arabia is shifting its tourism strategy to attract high-spending visitors from India and China as part of its broader goal to boost international tourism. The Kingdom, having surpassed its goal of 100 million visitors by 2023, now aims to reach 150 million annual visitors by 2030. At a Perth event, Sultan Al Musallam, Saudi Arabia’s Deputy Minister of Tourism for International Affairs, outlined plans to expand the e-visa program beyond the 63 countries it currently covers, emphasising the desire for visitors who contribute significantly to the economy.
India’s growing middle-income segment presents a key opportunity for Saudi Arabia, as Indian tourists increasingly seek out long-distance luxury destinations. Traditionally driven by religious tourism and a large expatriate population, the Ministry of Tourism is collaborating with the Indian government to attract affluent travelers interested in unique experiences beyond the typical Visiting Friends and Relatives (VFR) segment. Meanwhile, Al Musallam expressed optimism about the resurgence of Chinese tourism and increasing leisure tourism from Europe.
In 2023, Saudi Arabia welcomed 104 million visitors, with international tourists making up 27 million of that total. Domestic tourism remains robust, contributing to a 21.5% increase in local spending. The Ministry of Tourism is working towards achieving a balance of 50% domestic and 50% international tourists by 2030, aiming for the tourism sector to represent 10% of the Kingdom’s GDP by then, a significant rise from 3.5% in 2019.
Saudi Arabia is also advancing large-scale tourism projects like Neom, Red Sea, Qiddiya, and Diriyah, designed to accommodate the growing international tourist influx. Several luxury hotels are planned, including five new Four Seasons properties, while major airports like King Abdulaziz in Jeddah and the soon-to-open King Salman Airport in Riyadh are being upgraded to handle increased traffic. Additionally, the launch of Riyadh Air in 2025 and ongoing foreign investment in the sector further underscore the Kingdom’s commitment to its tourism expansion.
