Dubai’s transformation from a spiritual pilgrimage destination to a global tourism powerhouse prompts similar ambitions in Saudi Arabia. The Kingdom has unveiled a bold 50-year vision, aiming to redefine what tourism means in the 21st century. Central to this plan is TOURISE, a groundbreaking international platform launching in Riyadh in November 2025. Dubbed the “Davos for tourism,” it will connect industry innovators, policymakers, and investors to foster sustainable, inclusive, and tech-driven tourism development.
Saudi Arabia’s tourism surge is exceptional—welcoming 100 million visitors seven years ahead of its Vision 2030 target and aiming for 150 million annually by 2030. Tourism now contributes 5% of GDP, with initiatives like e-visas, landmark festivals, and infrastructure projects transforming the image from solely religious tourism to a diverse global destination.
The strategy emphasizes job creation, with projections of over 1.6 million new roles, and aims to make tourism a pillar of economic diversification. The country’s leisure sector exploded in 2024, with a 656% rise in holiday travelers, and cultural sites like Diriyah and AlUla hosting millions of visitors. Even religious tourism has evolved with streamlined pilgrimage processes, including over 35.8 million Umrah visitors in 2024.
