As Web in Travel (WiT) Singapore 2025 marks its 20th anniversary this October with the theme “The Next 20 Years”, industry leaders are looking ahead to the transformations that will shape global tourism. Their insights are especially relevant for Saudi Arabia, where Vision 2030 is positioning the Kingdom as a destination offering experiences unlike anywhere else in the world.
For international high-end travellers, Saudi Arabia already provides access to living heritage – from the rock-carved tombs of AlUla and the ancient souks of Jeddah to the immersive experiences of Bedouin traditions and the fast-rising calendar of world-class cultural and sporting events. But as global experts point out, the way such experiences are curated, distributed and communicated will define the next two decades of travel.
Rod Cuthbert, founder of Viator, argued at WiT that “experiences will become the emotional currency of travel”. For Saudi Arabia, this prediction underscores the importance of positioning heritage, arts and cultural exchange as central to its offering, rather than secondary to luxury hotels and infrastructure. The Kingdom’s competitive advantage lies precisely in experiences travellers cannot replicate in Paris, New York or Tokyo.
Timothy Hughes, Vice President at Agoda, highlighted the disruptive potential of generative AI, noting that content and discovery are about to change in ways the industry has yet to fully grasp. For Saudi stakeholders, this raises a crucial point: ensuring that the storytelling around destinations remains authentic, credible and compelling. In an age of algorithm-driven travel inspiration, Saudi Arabia’s voice must cut through with originality and trust.
Christine Tan, a veteran of hospitality distribution, noted that hotels are increasingly investing in direct relationships with their guests, moving beyond traditional booking platforms. For Saudi operators, this means an opportunity to design loyalty strategies tailored to ultra-high-net-worth visitors, ensuring repeat engagement not just with hotels, but with destinations themselves.
The Saudi industry is already moving in this direction. Initiatives by the Ministry of Tourism and cultural bodies such as the Royal Commission for AlUla and the Saudi Music Commission demonstrate how the Kingdom is building signature experiences that resonate with discerning global audiences. Yet, as WiT’s speakers suggest, success over the next two decades will depend on constant reinvention: integrating technology, refining service, and above all, protecting the authenticity of the Saudi story.
As Siew Hoon Yeoh, Co-Founder of WiT, put it: “If the past 20 years were about surviving digital disruption, the next 20 years will be about defining what travel means for a new generation.” For Saudi Arabia, this is a call to action. Delivering on the promise of exclusivity and authenticity will be key to securing its position as one of the most exciting new luxury destinations in the world.
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Image top of page: Woman standing and enjoying the scenic view of Dukhna Mountain (STA)
