The global tourism landscape experienced significant fluctuations in 2024, as revealed in the latest UN World Tourism Barometer. While international arrivals approached pre-pandemic levels, the Middle East still stood out as the region with highest growth, recording a 32% increase over 2019 figures. However, geopolitical tensions, particularly the Israel-Gaza crisis, tempered the region’s overall growth, resulting in only a modest 1% rise in international arrivals compared to 2023. This highlighted the fragility of recovery in parts of the region.
Amid these regional challenges, Saudi Arabia emerged as a beacon of resilience, achieving unprecedented growth in its tourism sector.
According to the Kingdom’s Tourism Minister, Ahmed Al-Khateeb, speaking at this week’s World Economic Forum in Davos, the Kingdom welcomed over 30 million international tourists in 2024, up from 27.5 million in 2023. By the same token, the UN Tourism Barometer estimates growth in international tourism in KSA at 69% year-over-year, surpassed only by El Salvador, which saw growth of 81% from 2023 to 2024. This achievement highlights Saudi Arabia’s steadfast progress in its ambitious drive to become a global tourism powerhouse, aligned with Crown Prince Mohammed bin Salman’s Vision 2030 agenda.
International tourism receipts were even more impressive. Total exports from tourism (including passenger transport) reached a record $1.9 trillion in 2024, about 3% higher than before the pandemic (real terms), according to preliminary estimates. Several destinations reported outstanding growth in international tourism receipts during the first nine to eleven months of 2024. These include Kuwait (+232%), El Salvador (+206%), and Saudi Arabia (+148%).
UN Tourism Secretary-General Zurab Pololikashvili said: “In 2024, global tourism completed its recovery from the pandemic and, in many places, tourist arrivals and specially earnings are already higher than in 2019. Growth is expected to continue throughout 2025, driven by strong demand contributing to the socio-economic development of both mature and emerging destinations. This recalls our immense responsibility as a sector to accelerate transformation, placing people and planet at the center of the development of tourism.”
Navigating challenges with strategic foresight
The Middle East’s slower regional growth reflected the complex dynamics of a year shaped by geopolitical uncertainty. The Israel-Gaza crisis, in particular, dampened traveller confidence across the region, affecting overall tourism flows. Despite this, Saudi Arabia demonstrated remarkable resilience, maintaining its upward trajectory and emerging as a key tourism destination.
For the first half of 2024, the Israel-Hamas conflict was, according to the UN Tourism barometer, among the top four factors weighing on the recovery of international travel, ranking at 24% and 25% in Q1 and Q2. By September, the conflict had dropped down to the number 8 position, ranking at 17%. The highest rating factor slowing growth overall was the higher cost of transport and accommodation.
In Davos, the Tourism Minister underscored the Kingdom’s focus on creating world-class tourism infrastructure while prioritising inclusivity and sustainability. He stated: “Saudi Arabia’s efforts in building a sustainable and inclusive tourism sector have not only contributed to economic diversification but have also established the Kingdom as a safe and vibrant destination amid regional instability.”
Vision 2030: laying the groundwork for sustainable tourism
Under its Vision 2030 plan, Saudi Arabia has committed nearly $1 trillion to tourism and hospitality development. From luxury resorts and entertainment districts to heritage conservation projects, the Kingdom is rapidly transforming its tourism offerings to appeal to a global audience. Notable projects include NEOM, AlUla, and The Red Sea Development, which aim to attract both high-end travellers and adventure enthusiasts.
In 2023, Saudi Arabia surpassed its ambitious target of 100 million total visits, which included a combination of international arrivals and domestic travel. The Kingdom is now targeting 70 million international tourists annually by 2030. Efforts to expand its reach include initiatives to attract travellers from major markets such as India and China, leveraging the rising middle-class populations in these countries.
Driving growth through cultural and religious tourism
A key element of Saudi Arabia’s tourism growth strategy is the promotion of cultural and religious tourism. The Kingdom continues to invest in enhancing the experience for pilgrims visiting Mecca and Medina, while also spotlighting its rich cultural heritage in places like Diriyah and AlUla. These initiatives not only diversify Saudi Arabia’s offerings but also reinforce its position as a unique global destination.
While the Middle East region as a whole felt the adverse impacts of geopolitical tensions, Saudi Arabia’s robust tourism growth serves as a model for resilience and forward-thinking investment. The Kingdom’s ability to weather regional instability and achieve record-breaking visitor numbers is a testament to its strategic planning and innovative approach.
…
Read also: Saudi Tourism Authority set to join UN Tourism as an affiliate member
