“We see a future where tourism goes far beyond economic growth to drive cultural understanding, environmental regeneration and inclusive prosperity,” said Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb, in a rallying call that opens the World Economic Forum’s latest landmark report Travel and Tourism at a Turning Point: Principles for Transformative Growth. “Saudi Arabia is determined to lead by example in shaping this future.”
The WEF report, produced in collaboration with Kearney, highlights that the global travel and tourism sector is expected to contribute a remarkable $16 trillion to global GDP by 2034, facilitating around 30 billion tourist visits annually. However, it stresses this growth must be carefully shaped to overcome serious challenges, from mounting environmental pressures to workforce shortages and rising geopolitical tensions.
Saudi Arabia is spotlighted as a key emerging tourism destination, investing heavily in green infrastructure and giga-projects such as NEOM, The Red Sea, Diriyah and AlUla, all of which align with the report’s vision of integrating tourism with broader cultural, community and sustainability goals. The Kingdom’s push under Vision 2030 is directly tied to many of the guiding principles outlined by the WEF, including revitalising cultural heritage, investing in sustainable infrastructure and building skills across communities.
New drivers and evolving visitor profiles
The report details how future growth will come from new segments:
- Sports tourism, expected to reach over $1.7 trillion by 2032, growing at 16% annually.
- Ecotourism, rising at 14% CAGR to $760 billion, driven by demand for authentic outdoor and conservation experiences.
- Wellness tourism, growing at 8%, reflecting a global thirst for health-focused travel.
Saudi Arabia’s destination strategy increasingly taps into these trends, offering everything from endurance events in AlUla’s dramatic landscapes to luxurious wellness resorts on the Red Sea coast.
Meanwhile, evolving traveller expectations demand deeper personalisation, richer cultural exchange, and genuine community benefit. This shift away from mass-market tourism resonates with the Kingdom’s ambitions to showcase its heritage, empower local SMEs and diversify its economy beyond oil.
Five critical enablers — and a call for holistic collaboration
The WEF sets out five foundational enablers crucial for sustainable transformation:
- Infrastructure — green, resilient and digitally advanced to connect both primary and emerging destinations.
- Finance — innovative funding models to support SMEs, regeneration and equitable growth.
- Technology & innovation — from AI-driven personalisation to smart management systems for resources.
- People & skills — education and local capacity-building to sustain inclusive tourism.
- Regulation & public-private collaboration — policies that protect cultural and natural assets while promoting growth.
Above all, the report underscores the need for holistic collaboration across governments, industry, civil society and local communities, a principle deeply embedded in Saudi Arabia’s multi-stakeholder approach to its tourism megaprojects.
A model for the world?
“We want tourism in Saudi Arabia to be not just an economic engine but a model for cultural dialogue and environmental stewardship that other nations can look to,” Al-Khateeb emphasised.
As the Kingdom prepares to host Expo 2030 in Riyadh, its leadership role in reimagining global tourism is only set to grow. The WEF’s blueprint — calling for travel and tourism to become a catalyst for resilience, cultural exchange, environmental regeneration and inclusive prosperity worldwide — is one that Saudi Arabia appears uniquely positioned to bring to life on a grand scale.
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