The Middle East’s tourism economy is on a sharp upward trajectory—and at the centre of this ascent is the Kingdom of Saudi Arabia. According to the newly released ATM Travel Trends Report 2025, total Middle East tourism spend is expected to reach nearly US$350 billion by 2030, growing at over 7% annually. The engine of this growth is inbound travel—particularly to Saudi Arabia—which is expanding faster and more strategically than any other market in the region.
As the largest economy in the Gulf Cooperation Council (GCC), Saudi Arabia is not only setting the tone for regional travel but also shaping the global narrative around the future of tourism—integrating heritage, innovation, and high-value experiences.
Inbound travel to the Middle East to grow by 13% annually
The ATM Travel Trends Report 2025, produced in collaboration with Tourism Economics, forecasts that inbound travel to the Middle East will increase by 13% per year between 2025 and 2030. This rate significantly outpaces global averages and reflects the success of GCC strategies aimed at attracting international visitors. Among these, Saudi Arabia stands out for its rapid infrastructure expansion, destination marketing, and policy liberalisation.
Inbound visitor spending to the region has already exceeded pre-pandemic 2019 levels by 54% in 2024, and this trajectory is set to continue—powered largely by Saudi Arabia’s efforts to reposition itself as a cultural and lifestyle destination for international tourists.
Saudi Arabia: transforming its global image through inbound tourism
Saudi Arabia’s Vision 2030 framework has made inbound tourism a cornerstone of national transformation. Until recently, international leisure travel to the Kingdom was limited by strict visa rules and a narrow tourism offering. That picture has changed dramatically.
Today, the Kingdom welcomes millions of visitors each year from across the globe, and tourism is now one of the country’s fastest-growing sectors. Major reforms—including the launch of e-visas for citizens of more than 50 countries—have simplified access. At the same time, large-scale investments in airports, transport, and accommodation are creating a seamless visitor experience.
The report notes that Saudi Arabia is among the top-performing destinations in the region for inbound leisure growth, with key source markets including India, the United Kingdom, and China. These three alone account for a significant share of international leisure spending.
- India: The largest source market by volume, supported by strong air connectivity and cultural ties.
- United Kingdom: The second-largest source market, driven by both leisure and business travel, as well as increasing MICE activity.
- China: The third-largest source market by value. Chinese leisure spending in the Middle East is expected to rise by 130% by 2030, making China one of the most strategically important tourism partners for the Kingdom.
Asia and Africa: rising stars in the inbound market
Beyond the traditional European markets, Asia-Pacific and African source markets are emerging as key contributors to the region’s inbound growth. According to the report, tourism nights by visitors from these two regions are expected to increase by over 100% between now and 2030.
This growth reflects increased air connectivity with African capitals, growing demand for religious and heritage tourism from Muslim-majority countries, and the development of infrastructure designed to welcome tourists from across the Global South.
The Kingdom’s spiritual tourism offering—especially for Umrah and Hajj—remains dominant, but expanding leisure travel outside of the pilgrimage corridor is a clear policy priority. The development of integrated resort areas, cultural heritage corridors, and new UNESCO-listed sites are all geared toward attracting longer stays and higher spending from these growing inbound markets.
Why international travellers are choosing Saudi Arabia
The report identifies several key factors behind the surge in inbound travel to Saudi Arabia:
- Improved air access: The country’s flagship carrier Saudia, alongside the newly launched Riyadh Air and expanded international partnerships, is helping connect Saudi Arabia to the world’s major hubs.
- Luxury and lifestyle tourism: International visitors are increasingly drawn by the Kingdom’s expanding portfolio of luxury hotels, curated cultural experiences, and premium shopping and wellness offerings. Nearly 60% of travellers to the Middle East now prioritise luxury experiences—well above the global average of under 40%.
- Sports and entertainment: Events such as Formula E, international golf tournaments, and music festivals are creating new tourism demand, particularly among high-spending travellers. The 2034 FIFA World Cup, which Saudi Arabia will host, is expected to turbocharge inbound travel infrastructure and global visibility.
- Business and MICE travel: Saudi Arabia is rapidly emerging as a top-tier MICE destination. With business travel in the region projected to grow 1.5x faster than the global average, the Kingdom is capturing a significant share of international conferences and investment forums, reinforcing its global connectivity.
Accommodation and capacity: scaling for growth
As of 2024, the Middle East has over 170 luxury hotel properties, with 22 more in the pipeline. Saudi Arabia’s share of that number is growing steadily, particularly in Riyadh, Jeddah, and AlUla. These properties are designed to support a new kind of traveller: high-value, experience-focused, and willing to explore the Kingdom’s emerging cultural and lifestyle destinations.
International hotel groups are expanding partnerships with Saudi investors, and hospitality training initiatives are helping to ensure world-class service standards for inbound visitors.
Inbound trends across the GCC: Saudi Arabia leads, others follow
While the UAE remains a major hub—especially for European and American visitors—Saudi Arabia is growing at a faster rate, both in absolute and relative terms. Qatar, Oman, and Bahrain are also scaling their inbound tourism offerings, with strong performance in niche segments such as sports, nature-based tourism, and heritage.
However, it is Saudi Arabia’s infrastructure scale and population size that give it a unique edge. Its geographic positioning, national ambitions, and global outreach programmes are allowing the Kingdom to diversify its inbound portfolio more quickly and comprehensively than its neighbours. One thing clear: Saudi Arabia is not simply benefiting from a regional boom—it is actively driving it. Inbound tourism to the Kingdom is growing across every dimension: geographically, demographically, and economically.
As the region targets US$350 billion in tourism spending by 2030, the Kingdom’s continued leadership will be critical—not just for its own Vision 2030 goals, but for the global travel industry’s evolving centre of gravity.
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Photo top of page: Jeddah Aquarium (STA)
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