Saudi Arabia is making global headlines after being ranked first for growth in international tourism receipts in the first quarter of 2025. The data, released in the latest World Tourism Barometer by UN Tourism, confirms the Kingdom’s 102% surge in international arrivals compared to the same period in 2019.
While many destinations are still gradually recovering, Saudi Arabia’s aggressive push to reintroduce itself to the world seems to be paying off. This strong performance underlines its shift from a conservative tourism model to one that welcomes travellers with open arms, offering experiences rooted in heritage, culture, adventure, and leisure.
Major push through the Saudi Summer 2025 campaign
To sustain this momentum, Saudi Arabia has rolled out a nationwide campaign for the season titled ‘Colour Your Summer’, part of its wider Saudi Summer 2025 initiative. Running across 20 destinations, the campaign is designed to attract both international and local travellers with a broad mix of leisure and entertainment offerings.
From mountain escapes in the south to coastal holidays along the Red Sea, the campaign is expected to help the Kingdom reach its target of 41 million visitors this year. For regional travellers, particularly those based in the UAE, these summer options are proving increasingly attractive, especially with the short flight times and relaxed travel policies now in place.
Tourism at the heart of Vision 2030
The record-breaking numbers align with Saudi Arabia’s wider Vision 2030 agenda, which aims to diversify the Kingdom’s economy by developing its non-oil sectors, with tourism being a top priority. Over the past few years, the country has opened up culturally and socially, invested heavily in infrastructure, and made entry more accessible through streamlined visa processes.
Increased air connectivity between the UAE and major Saudi cities, such as Riyadh, Jeddah, and Abha, has also contributed to the uptick in regional tourism flows. With more direct flights and weekend getaway deals becoming common, Saudi Arabia is now positioning itself as a top leisure destination for GCC travellers.
Strong interest from UAE-based travellers
UAE residents, particularly Emiratis and long-term expats, are showing a growing interest in exploring destinations that feel familiar yet offer something new. Saudi Arabia’s recent transformation offers that balance—preserving cultural authenticity while introducing modern experiences and hospitality standards that match international expectations.
Adventure travel, heritage sites like AlUla, religious tourism in Makkah and Madinah, and family-friendly coastal retreats are just some of the reasons UAE travellers are increasingly adding Saudi Arabia to their holiday plans.
GCC tourism dynamics evolving fast
Saudi Arabia’s tourism surge is having a noticeable impact across the GCC, including the UAE. As the Kingdom grabs global attention, there’s increasing interest in joint tourism strategies that could benefit the entire region. Shared goals like boosting inter-Gulf travel, offering multi-destination packages, and easing cross-border movement are gaining momentum.
Tour operators in the UAE have already started tailoring packages that include Saudi destinations, particularly during long weekends and holiday periods. For Dubai-based travellers seeking alternatives to traditional overseas travel, Saudi Arabia now offers culturally resonant yet refreshingly different experiences without long-haul flights.
Sustaining the momentum
Saudi Arabia’s performance in Q1 2025 signals strong long-term potential, but sustaining this growth will depend on continued efforts across key areas. These include:
- Enhancing hospitality and service quality
- Promoting new and lesser-known destinations
- Supporting cultural tourism and local businesses
- Ensuring sustainable tourism development
The Kingdom’s ability to build on these gains, while staying authentic to its values and identity, will shape how successfully it transitions from an emerging player to a leading tourism destination globally.
Tourism is a national asset, not just a seasonal effort
What sets Saudi Arabia’s strategy apart is its commitment to integrating tourism into the national economy, not as a side effort but as a key pillar. With mega-projects like NEOM, The Red Sea Project, and Diriyah Gate progressing steadily, the country isn’t just attracting short-term visitors; it’s building an entire tourism ecosystem for future generations.
This long-view approach is what’s positioning Saudi Arabia as more than just a travel destination—it’s becoming a travel brand in its own right.
A destination on the rise
With international arrivals more than doubling compared to pre-pandemic levels and global rankings validating its progress, Saudi Arabia’s tourism momentum is undeniable. For residents of the UAE, especially those eager to explore the region beyond the familiar, it’s fast becoming a destination worth discovering—again and again.
As the Kingdom continues to push boundaries and redefine itself on the global stage, its story is just beginning.
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