As the global tourism industry turns the page on 2025, Saudi Arabia is positioning itself not merely as a fast-growing destination, but as a structural force shaping the future of tourism. In a New Year message shared on LinkedIn, Fahd Hamidaddin, CEO of the Saudi Tourism Authority, set out a clear narrative: Saudi tourism has moved decisively from vision to delivery, and 2026 will be about scale, quality, and global leadership.
“Tourism in Saudi has moved decisively from ambition to execution,” Hamidaddin writes, underlining a shift that is now visible on the ground — in destinations, infrastructure, experiences, and international partnerships.
2025: a year that reset global benchmarks
The numbers cited in the message are striking and place Saudi Arabia in a category of its own. According to the Saudi Tourism Authority, the Kingdom recorded the highest growth in visitor spending globally in 2025, with a 102% increase, compared with a global average of just 3%. In parallel, Saudi Arabia welcomed 60.9 million visitors in the first half of the year alone.
For travel advisors, these figures are not just statistical milestones — they signal market maturity. High growth combined with expanding airlift, diversified accommodation, and increasingly sophisticated experiences suggests a destination moving beyond early-stage discovery into long-term relevance.
Equally important is the ecosystem behind that growth. Saudi Arabia expanded its international engagement through 27 global trade events, 23 roadshows, and collaboration with more than 380 active international partners. This breadth of engagement reflects a tourism strategy built on co-creation rather than promotion, a point that resonates strongly with high-end advisors seeking reliable, long-term partnerships.
TOURISE: a new model for global tourism collaboration
One of the most significant developments of 2025 was the launch of TOURISE in Riyadh — described not as a traditional conference, but as a marketplace of ideas, capital, and execution.
“This momentum culminated in the launch of TOURISE in Riyadh, a platform designed not as a conference, but as a marketplace of ideas, capital, and execution,” Hamidaddin explains.
Through TOURISE, more than $113 billion in tourism portfolio investments were advanced, bringing together governments, investors, operators, and innovators. For Saudi Arabia, this represents a strategic repositioning: from destination marketer to global convenor and enabler of tourism growth.
For advisors and luxury operators, this matters. It signals regulatory clarity, investor confidence, and long-term commitment — all critical elements when designing complex itineraries, long-haul journeys, and high-value experiences.
The Saudi Red Sea: sustainability as a competitive advantage
Among Saudi Arabia’s emerging destinations, the Saudi Red Sea stands out as a flagship for the next phase of global luxury travel. Hamidaddin describes it as “one of the world’s most distinctive sustainable super destinations for sun and sea.”
As resorts open across pristine islands and untouched coastlines, the Red Sea is being introduced deliberately and selectively to global travellers. The emphasis is clear: exceptional hospitality, architectural and design excellence, and deep environmental stewardship.
For high-end travel advisors, the Red Sea offers a rare proposition: a new luxury destination with built-in sustainability, controlled visitor numbers, and experiences that align with the growing demand for meaningful, responsible travel.
Beyond spectacle: culture, hospitality, and depth
Saudi Arabia is fully aware of the global attention generated by its mega-projects and headline attractions. Yet the message for 2026 is about balance.
“Visitors may arrive drawn by scale and spectacle, but they stay for the depth of culture, authentic hospitality, and sense of possibility that define the Saudi experience,” Hamidaddin notes.
This evolution will continue in 2026 with the opening of Six Flags Qiddiya City, including Falcons Flight, set to become the world’s longest, tallest, and fastest roller coaster. But these attractions sit alongside a broader portfolio of cultural, entertainment, and nature-based experiences — from heritage sites and desert landscapes to culinary and arts initiatives.
What this means for travel advisors in 2026
Saudi Arabia’s message to the industry is unambiguous: the Kingdom is no longer asking to be discovered — it is inviting partners to build the future of tourism together. As Hamidaddin concludes: “Saudi’s role today is not simply that of a fast-growing destination, but of a convenor and enabler for the future of tourism.”
For luxury and high-end travel advisors, 2026 represents a moment of opportunity. Saudi Arabia now offers the scale, reliability, diversity, and ambition required to support bespoke itineraries, private travel, and multi-destination journeys — underpinned by strong institutional support and a clear long-term vision.
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Read also: Saudi Arabia’s hospitality sector shows strong structural growth in Q3 2025
Image top of page: SAUDI TOURISM AUTHORITY.
