As the first quarter of 2025 came to a close, Saudi Arabia’s evolving tourism landscape delivered compelling results.

With cooler months drawing travellers to heritage sites, seaside escapes, and major cultural events, international visitor spend surged to SAR49.4 billion ($13.2 billion), according to the latest figures from the Saudi Central Bank and the Ministry of Tourism. This reflects a 9.7 percent increase over the same period last year and a growing confidence in the Kingdom's Vision 2030 objectives to diversify the economy and expand global connectivity.

The surge in spending also brought with it a healthy travel account surplus of 26.8 billion riyals ($7.14 billion), a year-on-year increase of 11.7%. These numbers are not just economic markers, they’re evidence of a nation reimagining itself as a centre of culture, hospitality, and international exchange.

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Why has the Kingdom seen such an increase?

Riyadh Skyline by night via unsplash saifaldhaher

A number of factors are fuelling this steady growth of international tourism.

The rollout of e-visas for travellers from more than 60 countries has made access easier and in addition travel to the Kingdom is becoming increasingly more efficient with numerous new and direct flights linking Europe and the Far East, directly to the Kingdom. Meanwhile, Saudi Arabia’s year-round calendar of events — from the increasingly popular events of Riyadh Season, the returning of Formula E Races, the numerous top-notch musical festivals and the growing international appeal of the Red Sea Film Festival, to the more local appeal of Ramadan markets and the Kingdom's thriving dining scene, continues to offer a layered appeal across various international tourist segments.

Desert generic via unsplash neom

AlUla Neom via unsplash neom

Heritage-focused experiences in AlUla and the elevation of the historic and culturally rich Al Balad District in Jeddah, to the adventurous excursions in Tabuk and NEOM, are also contributing to wider traveler interest. In addition, it is undeniable that the development of the Kingdom's jaw-dropping mega-projects and various luxury resorts reflects a strategic investment in tourism infrastructure poised to attract both leisure visitors and business travellers.

A number of government-led campaigns promoting Saudi Arabia as a destination for exploration, culture, and luxury hospitality have also played a pivotal role in drawing new and repeated international tourism to the Kingdom. This has also been supported by growing international partnerships and improvements in hospitality standards.

With a long-term ambition to reach 150 million annual visitors by 2030, Saudi Arabia’s Q1 2025 tourism figures suggest that the momentum is building. As travellers spend more and stay longer, the Kingdom’s positioning on the global travel map continues to strengthen, not just as another tourist destination, but as a benchmark for transformation.

But, what about domestic tourism?

Saudi Tourism Saudi Tour Guide Desert via unsplash saleh-

Provided by Visit Qatar

Katara Cultural Village - الحي 2 الثقافي كتارا Source Visit Qatar

Saudi Arabia’s domestic tourism sector is experiencing a robust upswing, expanding in tandem with international growth.

In 2024, the number of domestic trips rose by 5%, reaching an impressive 86.2 million journeys, according to the latest figures. This surge contributed to record-breaking domestic expenditures totalling SAR 115.3 billion, underscoring the rising economic impact of internal travel.

Leisure remained the dominant motivation for domestic movement, driven by targeted school-holiday campaigns, the emergence of regionally curated festivals, and a steady stream of cultural and entertainment events designed to inspire residents to explore the Kingdom’s diverse offerings. From heritage towns and mountain retreats to coastal escapes, Saudis are increasingly embracing travel within their borders—adding depth and vitality to the national tourism ecosystem.

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