European leisure travel to Saudi Arabia to increase 130% by 2030

 

More European travelers flocking to Saudi Arabia to enjoy luxury experiences

Leisure travel from Europe to Saudi Arabia is expected to increase by at least 130% between 2025 and 2030, highlighting the growing role of long-haul markets in the Kingdom’s rapidly expanding tourism sector.

New research by Tourism Economics, presented this week at WTM Spotlight Riyadh, identifies Europe as one of the key regions expected to drive the next phase of Saudi Arabia’s international tourism growth.

Leisure arrivals from the Asia-Pacific and North American markets are also forecast to more than double over the same period. As a result, long-haul markets are expected to account for 54% of Saudi Arabia’s international leisure arrivals by 2030, up from 47% in 2025.

Germany and Italy are among Europe’s strongest-performing markets, with leisure travel from both countries projected to more than triple by the end of the decade.

Europe Leads Long-Haul Growth

Europe was Saudi Arabia’s fastest-growing long-haul source region between 2019 and 2025, with leisure visits rising 61%.

The continent accounted for 10% of Saudi Arabia’s leisure trips from longer-haul markets in 2025, making it the Kingdom’s leading long-haul outbound region. However, the Middle East continued to dominate international leisure travel, representing 82% of total trips.

 

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Tourism Economics expects future growth to become increasingly diversified, with Asia-Pacific markets showing particularly strong potential. Leisure nights by visitors from Thailand are forecast to rise 46%, while Indonesia, Australia and Singapore are each expected to record growth of at least 50%.

By comparison, leisure nights from the UK, France and Spain are projected to post more modest increases.

Saudi Tourism Expansion Accelerates

Tourism Economics said Saudi Arabia has undergone a dramatic transformation in less than five years, moving from a relatively minor position on the global tourism map to an increasingly prominent international destination.

Visitor nights in the Kingdom have more than doubled since 2019 to 1.1 billion. International visitor nights rose 177% between 2019 and 2025, compared with global growth of just 12%, giving Saudi Arabia the largest increase in global tourism market share of any destination during the period.

Leisure tourism has been a major contributor to this growth. Saudi Arabia recorded 7.6 million international overnight leisure arrivals in 2025, more than six times the level recorded in 2019. Spending associated with international leisure travel also increased fivefold to $12.6 billion.

Major developments, including the Red Sea tourism project and preparations for the FIFA World Cup 2034, are expected to keep Saudi Arabia in the international spotlight and support further tourism growth.

AlUla Emerges as Leisure Destination

Makkah and Madinah remain Saudi Arabia’s largest tourism destinations, reflecting the Kingdom’s longstanding importance as a destination for religious travel. Meanwhile, Riyadh and Jeddah have experienced significant increases in visitor numbers as Saudi Arabia seeks to broaden its tourism offering beyond religious tourism.

 

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AlUla has emerged as another major attraction for international leisure travellers, offering desert landscapes, archaeological sites and cultural experiences. The destination recorded approximately nine million visitor nights in 2025, with total visitor nights forecast to grow by an average of 11% annually through 2030.

Visa Access Supports International Growth

Saudi Arabia has also expanded visa access as part of its strategy to attract more international visitors, establishing facilitation agreements with countries across Europe, Asia and Central Asia.

Citizens of all 27 European Union member states can apply online for a Saudi tourist eVisa. The one-year, multiple-entry visa permits visitors to stay in the Kingdom for up to 90 days and can be used for tourism, events, visiting family and relatives, and Umrah.

The tourist visa does not permit travel for Hajj, while travellers are required to hold passports valid for at least six months from their date of entry.

With long-haul travel expected to account for an increasing share of international leisure arrivals, Saudi Arabia is positioning its expanding portfolio of cultural, entertainment, sporting and heritage destinations to capture a larger share of the global tourism market by 2030.

Source: Euro News