Saudi Arabia’s rapidly evolving tourism strategy has received powerful global validation with the publication of a new BBC report, Seven travel trends that will define 2026, identifying the seven forces expected to shape global travel behaviour over the next year. The analysis points to a decisive shift toward quiet travel, ultra-personalisation, cultural depth and off-grid discovery — trends that closely mirror the Kingdom’s Vision 2030 tourism ambitions and its repositioning as one of the world’s most future-ready destinations.
Far from being abstract forecasts, these trends are already reshaping how destinations are designed, how hospitality is delivered and what high-value travellers now seek. What stands out most is just how closely Saudi Arabia’s tourism transformation aligns with the direction global demand is now taking.
Quiet over everything – Saudi Arabia’s natural advantage
One of the most powerful shifts identified for 2026 is the rise of quiet travel. Burnout, digital saturation and constant global noise are driving travellers to seek silence, space and genuine restoration. Quiet is fast becoming one of the most valuable forms of luxury. In this context, Saudi Arabia holds an exceptional natural advantage. Vast deserts, untouched coastlines, protected reefs and isolated mountain regions offer silence on a scale few destinations can rival. Flagship destinations across the Red Sea coast and inland heritage regions have been deliberately shaped around low-density tourism, minimal light pollution and nature-first development. In places such as AlUla, tranquillity is not staged — it is inherent in the landscape. As travellers increasingly equate wellbeing with silence rather than stimulation, Saudi Arabia’s geography itself becomes one of its strongest luxury assets.
Gen AI over admin – reshaping how Saudi Arabia is discovered
Generative artificial intelligence is rapidly transforming how journeys are planned and booked. AI-driven itinerary design, real-time translation and digital check-ins are removing friction from the travel process and reshaping how destinations are discovered. For Saudi Arabia, this shift is strategically important. Algorithm-led discovery means the Kingdom is no longer dependent on traditional destination marketing alone. AI increasingly connects travellers with destinations based on emotional needs such as healing, escape, cultural depth, adventure or reinvention. This plays directly into Saudi Arabia’s diversified tourism offer, from wellness-led Red Sea retreats to cultural immersion in Diriyah and large-scale entertainment in Riyadh. At the same time, this evolution makes narrative control more important than ever. Algorithms amplify destinations with strong identity and emotional clarity — areas where Saudi Arabia has invested heavily through regeneration, heritage revival and sustainability-led storytelling.
Trust over choice – a trend towards curated destination ecosystems
Decision fatigue is another defining force shaping 2026. Travellers are increasingly drawn to experiences where the burden of constant choice is removed in favour of trusted, pre-curated journeys. This strongly supports Saudi Arabia’s destination-led development model. Major projects are conceived not as loose collections of hotels but as fully orchestrated ecosystems where architecture, gastronomy, culture, landscape and experience form a coherent whole. For high-end travellers and their advisors, this removes complexity and increases confidence. The destination itself becomes the curator. Saudi Arabia, in effect, is shifting from selling individual experiences to delivering fully scripted destination narratives.
Roads over runways – domestic mobility becomes a strategic pillar
While long-haul air travel remains central, 2026 is also forecast to see a strong resurgence in road-based journeys driven by flexibility, curiosity and cost awareness. Saudi Arabia’s vast geography, expanding highway network and newly activated regional destinations position it perfectly for this trend. From Riyadh to AlUla, from Jeddah to the Red Sea coast, from the Aseer Mountains to the Empty Quarter, the Kingdom offers cinematic-scale road journeys that few countries can match. Domestic and regional driving holidays are rapidly becoming a core pillar of lifestyle tourism.
Ultra-personalised over one-size-fits-all – travel aligned to life moments
Global travel demand is moving decisively toward hyper-personalisation. Travellers are no longer defined primarily by age or nationality, but by life stage and emotional state: burnout, grief, transformation, wellness, reconnection or celebration. Saudi Arabia’s evolving tourism portfolio is increasingly capable of responding to this shift. Wellness sanctuaries, spiritual desert experiences, heritage immersion and regenerative retreats now sit alongside traditional luxury hospitality. The Kingdom’s broader narrative of national reinvention closely mirrors the personal journeys many travellers now seek for themselves.
Off-grid over tried-and-tested – redefining exclusivity
Avoidance of overcrowded hotspots is another powerful driver of 2026 demand. Status is shifting away from being seen in famous places toward being seen in places that remain undiscovered. Saudi Arabia still occupies a rare position as a large-scale first-discovery destination for many experienced global travellers. Remote desert reserves, low-density Red Sea islands, mountain villages and protected heritage zones offer true off-grid luxury supported by world-class infrastructure. For travellers who feel they have exhausted traditional luxury circuits, Saudi Arabia increasingly represents the next frontier.
Culture over hedonism – Saudi Arabia’s strongest long-term asset
Perhaps the most strategically significant trend if 2026 is the move away from hedonistic travel toward culture-driven experience. Literary tourism, film-inspired journeys, heritage exploration and learning-led discovery are all forecast to expand. This trend directly supports Saudi Arabia’s long-term positioning. From Diriyah and AlUla to historic Jeddah and Riyadh’s growing museum and arts districts, the Kingdom is building one of the most ambitious cultural tourism portfolios in the region. Culture is no longer an add-on; it is becoming the central value proposition.
Why this matters now for Saudi Arabia
Taken together, these seven trends point clearly to one conclusion: Saudi Arabia is no longer chasing global travel change — it is structurally aligned with it. The Kingdom’s emphasis on regeneration over mass tourism, experience over volume, nature over density and culture over spectacle positions it exceptionally well for the post-2025 travel economy. For international investors, hotel groups and high-end travel advisors, 2026 marks a transition point. Saudi Arabia is no longer simply an emerging destination to watch. It is becoming one of the defining destinations for the next generation of luxury, wellness, cultural and transformational travel.
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Read also: Top five takeaways from FHS Saudi Arabia Advisory Board November 2025 meeting
