Saudi Arabia has topped the world in tourism spending growth during the first quarter of 2025, according to the latest World Tourism Barometer by UN Tourism. This ranking reflects the Kingdom’s rapid emergence as a key player in the global travel sector.
The report also places Saudi Arabia third globally for growth in international tourist arrivals and second in the Middle East, solidifying its reputation as a rising tourism powerhouse.
Tourist arrivals surge beyond expectations
In Q1 2025, the country witnessed a 102% jump in international tourist arrivals compared to the same period in 2019. This figure far outpaced:
- The global average, which stood at just 3%
- The regional Middle East average of 44%
This exceptional performance highlights Saudi Arabia’s success in attracting global visitors through a combination of targeted campaigns, infrastructure development, and regulatory reforms.
Vision 2030 fuels sector expansion
The record-breaking growth aligns with the Kingdom’s Vision 2030, which aims to diversify the economy by positioning tourism as a core pillar. Massive investment in infrastructure, hospitality, and cultural experiences has transformed the nation’s travel landscape.
Projects like NEOM, The Red Sea, and Diriyah Gate are reshaping how international visitors perceive Saudi Arabia. The government’s support has also made it easier for tourists to explore the country through simplified visa processes and enhanced connectivity.
Summer campaign targets 41 million visitors
Building on this momentum, the Saudi Tourism Authority has launched its Saudi Summer 2025 campaign. Titled “Colour Your Summer,” the initiative aims to attract 41 million visitors by showcasing cool highlands, vibrant coastlines, and heritage-rich cities.
The campaign promises unique experiences across the Kingdom. It includes events, cultural festivals, and family-friendly attractions that appeal to both domestic and international audiences. With this, Saudi Arabia continues to position itself as a year-round travel destination.
