Saudi Arabia’s Hail Region has recorded one of the most dramatic tourism expansions in the Kingdom, with visitor numbers surging by more than 170% year on year in the first half of 2025. The scale and speed of this growth signal a fundamental shift in how regional destinations are contributing to Saudi Arabia’s tourism economy — and how travellers are engaging with parts of the Kingdom beyond its traditional gateways.
According to figures released by the Saudi Press Agency, Hail welcomed more than three million visitors between January and June 2025. This compares with just over 1.1 million visitors during the same period in 2024, making Hail one of the fastest-growing tourism regions in the country. The increase far outpaces national tourism growth over the same timeframe and underscores the impact of targeted regional development under Vision 2030.
This rapid expansion has been driven by a combination of cultural activation, event-led tourism and renewed international attention on Hail’s archaeological and natural assets. UNESCO World Heritage Sites such as Jabal Umm Sinman in Jubbah and the Shuwaymis rock carvings have played a central role in raising the region’s profile, supported by festivals and curated experiences designed to animate heritage rather than simply preserve it.
Hail’s landscape has also emerged as a powerful draw. Its mountainous terrain, open countryside and relatively temperate climate have positioned the region as an attractive destination for heritage tourism, hiking and rural travel. As demand grows globally for slower, more immersive travel experiences, Hail is increasingly aligned with traveller preferences for authenticity, space and cultural depth.
Hail investment pipeline
The regional authorities are actively building on this momentum through a growing investment pipeline. Agreements valued at SAR179 million are already in place, including projects focused on rural lodges and the Aja Hills development, which will introduce a hotel and resort-style amenities. At the same time, the regional development authority has signed agreements to operate distinctive tourist routes and promote Hail in international markets, signalling a long-term commitment to structured and sustainable tourism growth.
Infrastructure development has been another key factor underpinning Hail’s scalability. The region benefits from an extensive road network exceeding 5,900 kilometres and continues to strengthen its position as a logistics hub. Recent upgrades include the completion of 13 road projects covering 358 kilometres, with total investment of SAR47 million. Improved accessibility is critical not only for visitor numbers, but also for unlocking rural and heritage sites that sit beyond urban centres.
Air and rail connectivity are also evolving in parallel with Hail’s tourism growth. Hail International Airport has seen steady improvements in capacity and domestic connectivity, strengthening links with major Saudi cities and making short-break and event-led travel increasingly viable. Looking ahead, planned integration with the Kingdom’s expanding rail network is expected to further enhance accessibility, positioning Hail within a wider multimodal transport corridor that supports both tourism and logistics. Together, these developments are gradually reducing travel friction and reinforcing Hail’s appeal as an emerging, well-connected destination.
Hail’s agricultural identity further enhances its appeal. With around 15,000 farms spread across 240,000 hectares of fertile land, the region offers strong potential for agri-tourism, farm-to-table experiences and sustainability-led travel — segments that are increasingly relevant to high-value and experiential travellers. Environmental conservation programmes focused on protecting vegetation, wildlife and natural resources are being integrated alongside tourism development, reinforcing a balanced approach to growth.
Taken together, Hail’s performance in the first half of 2025 reflects more than a temporary spike. It illustrates how secondary regions are becoming central to Saudi Arabia’s tourism narrative, attracting both investment and visitor interest at a pace that challenges long-held assumptions about where demand will concentrate.
For the luxury and experiential travel sector, Hail’s trajectory is particularly instructive. As Saudi Arabia continues to broaden its tourism offer, destinations that combine heritage, landscape and authenticity — supported by infrastructure and investment — are likely to play an increasingly influential role in shaping the Kingdom’s appeal to discerning global travellers.
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Photos courtesy of SPA
