Riyadh Season has firmly positioned Saudi Arabia’s capital as a leading cultural and entertainment hub, attracting over 500,000 international visitors in the fourth quarter of 2024 alone, according to Visa’s Travel Pulse study. This impressive 47.6% year-on-year increase highlights the city’s growing appeal to global travellers and its expanding influence in the international tourism market.
Travellers from 195 countries visited Riyadh during this period, with notable increases from Kuwait (83%), Qatar (43%), UAE (29%), the UK (42%), and the USA (30%). Mainland China, in particular, saw an extraordinary 111% rise in visitors, reflecting the growing interest from one of the world’s most significant outbound tourism markets. Additionally, Asia Pacific nations (excluding China) and the Commonwealth of Independent States (CIS) showed remarkable spending growth of 220% and 170%, respectively, despite lower visitor numbers.
Riyadh Season’s diverse array of cultural, entertainment, and sporting events played a crucial role in attracting tourists. Highlights included the Amr Diab concert, which boosted visitor numbers by 28%, the Ana Arabia and Harry Potter Experience, contributing a 27% increase, and Rabeh Saqer Night, which added an 18% rise. Major sporting events such as WWE matches and the WTA Finals further elevated the city’s profile, with increases of 26% and 10%, respectively. Additionally, the United Nations Convention to Combat Desertification’s Conference of Parties (COP16) brought an influx of international delegates, further boosting tourism figures.
According to Visa, spending by international visitors surged across key sectors. Food and dining saw a 25% year-on-year increase, with half of the tourists enjoying meals at restaurants or quick-service outlets, averaging $22 per transaction. Shopping and retail also experienced a 23% growth, reflecting the popularity of Riyadh’s modern malls and traditional souks.
This surge in tourism aligns with Saudi Arabia’s ambitious Vision 2030 strategy, which aims to diversify the economy and establish the Kingdom as a top global destination. Riyadh Season’s success underscores the effectiveness of these efforts, drawing visitors through world-class events, rich cultural experiences, and modern infrastructure. The season not only boosts tourism but also supports local businesses and creates employment opportunities, contributing significantly to the Kingdom’s economic growth.
As Saudi Arabia continues to invest in its tourism sector, Riyadh Season stands out as a model for how cultural and entertainment initiatives can drive economic development, enhance global reputation, and attract millions of visitors from around the world.
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Photos courtesy of STA.
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