Saudi Arabia welcomes 122 million visitors in 2025 as country’s rise to tourism powerhouse continues

 

Saudi Vision 2030 promoting rise of kingdom as a leading global tourism destination 

Saudi Arabia recorded 122 million visitors in 2025, a milestone that underscores the Kingdom’s rapid rise as a global tourism powerhouse under its Vision 2030 strategy. Announced at the World Economic Forum in Davos, the figure represents a 5% year-on-year increase and puts the Kingdom on track to reach its target of 150 million annual visitors by 2030.

Officials attribute the growth to a combination of major infrastructure investments, expanded air connectivity, visa reforms, and a diverse calendar of international sports, entertainment, and cultural events.

 

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Riyadh Season Leads the Way

A major driver was Riyadh Season, which drew a record 14 million visitors. Flagship pop-up destinations such as Boulevard World, Via Riyadh, and The Groves offered immersive experiences, luxury retail, high-end dining, and headline events, positioning the capital as a leading global entertainment hub.

Sport and Music Boost International Appeal

Saudi Arabia’s expanding events portfolio attracted global audiences:

·         Soundstorm Music Festival: Featured performances by stars including Cardi B and Pitbull.

·         WTA Finals: Elena Rybakina claimed the world number one title in October.

·         Saudi Arabia Darts Masters: Young British darts sensation Luke Littler became the inaugural champion days before turning 19.

Looking ahead, the Kingdom continues to attract world-class talent:

·         Royal Rumble 39 (WWE): Featuring Cody Rhodes, Rey Mysterio, and Gunther, marking the first staging of the event outside North America.

·         Fanatics Flag Football Classic (March 2026): Hosted by Kevin Hart, headlined by Travis Scott, and featuring NFL legend Tom Brady.

Expanding Air Connectivity

Air travel infrastructure has grown alongside demand. British Airways increased flights between London and Saudi Arabia, including 12 weekly Heathrow–Riyadh flights this winter, rising to 14 per week in summer 2026, and five weekly London–Jeddah flights.

 

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Ramadan: A Prime Travel Window

Tourism leaders are highlighting Ramadan as an attractive period for visitors. With lighter crowds, warm temperatures, and travel packages often 30% cheaper than peak periods, visitors can enjoy vibrant evenings, communal iftars, cultural performances, and a unique perspective on Saudi life.

The 122 million visitor milestone reflects Saudi Arabia’s transformation from an oil-driven economy into a global hub for culture, sport, entertainment, and business travel, reinforcing the Kingdom’s Vision 2030 ambitions.

Source: https://travellingforbusiness.co.uk/