Saudi Arabia is emerging at the forefront of a major transformation in Gulf tourism, with visitors increasingly seeking cultural immersion, wellness, and flexible family experiences — trends that are reshaping how destinations across the region are designed and marketed.
A new report by PwC Middle East, in partnership with global travel intelligence platform Mabrian Technologies, reveals that arts and culture have become the top driver for travel to Saudi Arabia, attracting 24.5% of visitor interest, ahead of more traditional draws like retail or seaside leisure. This shift mirrors broader Gulf trends, with culture also leading in Qatar (28.5%) and the UAE (26.6%).
“Destinations have traditionally been valued based on physical assets. But today, value is increasingly defined by how well a place connects with visitors, how it invites them in, makes them feel and gives them reasons to linger and return,” the report notes.
A surge in family and group travel reshapes Saudi stays
In Saudi Arabia, the new visitor dynamic is particularly evident in accommodation patterns. The research highlights a 90% rise in family bookings and a 60% increase in group bookings in alternative accommodations such as hotel apartments and vacation homes. This signals growing demand for flexible stays that combine privacy, space and local flavour — especially attractive to GCC families and multi-generational travellers.
Overall, Saudi Arabia continues to see robust growth in arrivals. The Kingdom recorded 30 million international visitors in 2024, reflecting the success of its tourism diversification strategy and investments in cultural assets, festivals, and mega projects.
“Our region is witnessing pivotal changes where developments evolve from places of transit to destinations where visitors feel genuinely inspired and create lasting memories,” said Philippe Najjar, Destinations Consulting Partner at PwC Middle East. “By embracing the ‘Stay, Play, Shop’ model, leaders can shape not just where people go, but how deeply they connect and experience places. This goes beyond destination development; it’s about crafting generational legacies that fuel cultural pride, visitor loyalty and sustained economic return.”
Four emerging traveller profiles shaping Saudi tourism
PwC and Mabrian identified four new visitor archetypes gaining prominence across Saudi Arabia and the Gulf:
- The culture seeker, drawn by heritage, art, and authentic narratives.
- The regional family explorer, prioritising comfort, communal spaces and enriching activities suitable for all ages.
- The wellness-minded weekender, seeking retreats that offer reconnection through nature, spirituality or health experiences.
- The blended-purpose voyager, combining business with leisure and seeking dynamic, flexible itineraries.
From assets to journeys: a new blueprint for Saudi destination design
The report urges a move away from purely asset-led planning — large standalone attractions or retail anchors — toward creating integrated, experience-rich environments that weave together hospitality, events, culture, retail and recreation into a continuous journey.
“This thought leadership reframes how we think about destination value by integrating visitor behaviour with the realities of destination planning and placemaking,” said Nicolas Mayer, Destinations Consulting Lead Partner at PwC Middle East. “Stay Play Shop is more than a slogan. It’s a robust framework backed by visitor insights and evolving needs, offering development companies a strategic tool to drive visitation, spending and loyalty.”
Saudi Arabia is already advancing this model through giga projects like Diriyah, AlUla, the Red Sea and NEOM, where heritage districts, wellness resorts and vibrant cultural programming are designed to keep visitors engaged longer and encourage repeat stays.
Sonia Huerta, VP Advisory at Mabrian Technologies, emphasised that public-private partnerships will be critical to success. “Collaboration among Destination Management Offices, hoteliers, tour operators, retailers and local stakeholders is essential to make this work. Equally important is measuring sentiment and satisfaction throughout the journey to ensure these destinations truly resonate. This region stands to gain exponentially by focusing on these metrics.”
Saudi Arabia’s tourism evolution is well underway
As Saudi Arabia continues to diversify its economy and deliver on Vision 2030, this new research underscores the importance of creating destinations that do more than impress visually — they must forge emotional connections and meaningful stories that visitors want to relive and share.
The full PwC and Mabrian report, Stay Play Shop: Shaping Integrated Destinations for Connected Visitor Experiences, can be accessed here.
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