OMM Redaksiyası
Saudi Arabia is opening further to international tourists and expanding its tourism sector beyond religious travel. In the country’s capital, Riyadh, historic landmarks stand alongside new developments and a rapidly changing urban skyline.
In 2019, the kingdom began issuing tourist visas for the first time to international visitors traveling for purposes other than religion. The move formed part of efforts to diversify the economy under the Vision 2030 strategy.
According to new research presented by Tourism Economics at the WTM Spotlight Riyadh event in September, Saudi Arabia’s leisure tourism market is growing. Between 2019 and 2025, Europe recorded the fastest growth among long-haul markets for visitors traveling to the country for leisure. Europe accounted for 10 percent of leisure trips in 2025, while the Middle East accounted for 82 percent.
Riyadh: historic heritage and a modern city
Riyadh is one of the cities where this transformation is most visible. Located in the city center, Masmak Palace offers a glimpse into the country’s past. Originally built to defend the city, the fortress was later used as an armory and converted into a museum in 1995.
The nearby Saudi National Museum presents the country’s history through thousands of archaeological and historical artifacts. The capital’s modern identity is shaped by the King Abdullah Financial District (KAFD), which covers 1.6 million square meters. The 95-building complex includes offices, residential areas, retail outlets, hotels and entertainment venues.
Diriyah and AlUla emerge as key heritage tourism destinations
Located on the outskirts of Riyadh, Diriyah presents Saudi Arabia’s past in a different way. The At-Turaif district, a UNESCO World Heritage site, is known as the birthplace of the first Saudi state and is distinguished by its traditional Najdi mud-brick architecture.
The historic area is now at the center of a wider development project combining hotels, restaurants and cultural events. AlUla, in the north of the country, brings together archaeology, natural landscapes and modern tourism facilities.
Once a crossroads of ancient civilizations, AlUla is home to Hegra, Saudi Arabia’s first UNESCO World Heritage site. Visitors can explore AlUla Old Town, Elephant Rock and Maraya, a mirrored concert and event venue built into the landscape.
AlUla recorded around 9 million visitor nights in 2025. The figure is projected to grow by an average of 11 percent annually through 2030.
Tourism projects expand
Saudi Arabia’s tourism development is not limited to historic and cultural sites. Qiddiya City, being built southwest of Riyadh, is planned as a major destination for entertainment, sports and outdoor activities. The project includes theme parks, performance venues, sports facilities and adventure attractions.
The Red Sea coast also occupies an important place in the country’s tourism development plans. International events such as Expo 2030 and the 2034 FIFA World Cup are expected to provide additional momentum to Saudi Arabia’s tourism calendar.
Overall figures also show that the market is changing. Between 2019 and 2025, international visitor nights increased by 177 percent, while the number of international leisure tourists reached 7.6 million in 2025.
For decades, Saudi Arabia’s international tourism image was largely associated with Mecca and Medina. Although these cities remain the country’s largest tourism destinations, Riyadh, Jeddah and AlUla are attracting an increasing number of visitors. New projects and expanded visa opportunities are broadening the country’s leisure and international tourism offerings.
