Domestic and inbound travel is rapidly gaining momentum in Saudi Arabia, which is fast emerging as a leading destination for tourists and business travelers alike, with many increasingly opting for private chauffeur services that offer convenience, reliability, and a premium experience.
Last summer, Saudi Arabia welcomed 32 million tourists, a figure representing a 26% year-over-year increase. Latest market data has revealed that the Kingdom’s tourism sector could surpass a market volume of $100 billion by 2030.
One company capitalizing on this trend is Blacklane, the global chauffeur service that is expanding operations across the Kingdom to offer a range of services targeted at both business and leisure travelers. Over the years, the German-born mobility tech company has already built a substantial presence in the GCC region as one of its fastest-growing markets globally.
Backed by TASARU Mobility Investments (“TASARU”), Blacklane has recently announced the expansion of its operations in Riyadh, Jeddah, and Dammam. Expressing excitement over the company’s timely arrival in the Kingdom, Adib Samara, General Manager for Blacklane in Saudi Arabia, noted: “I am so proud to be here in Riyadh, expanding the team and growing [operations] in the Saudi market.”
Surging Tourism and MICE Travel Fuel Rising Demand for Chauffeur Services
Amid an unprecedented tourism boom, Saudi Arabia provides a sustainable environment and a lucrative market for Blacklane to establish and expand its business. When looking closely at the market, the astronomical rise of the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry presents significant opportunities for the premium transport and luxury travel market.
Perhaps what is most striking about the MICE industry is the fact that it has become a crucial pillar of tourism development and economic growth. Projections indicate that Saudi Arabia’s MICE industry is likely to reach $5 billion by 2031, growing at a rate of 11%.
This growth is down to the country’s strong position as the world’s next hotspot for major events across various fields. The thriving event industry has now become one of the biggest catalysts for this ongoing surge in international tourist travel.
To clarify, Saud hosted 536 events across various regions only in the third quarter of 2024, attracting 8.3 million visitors. Meanwhile, in the entirety of 2023, it hosted 17,000 events with over 20 million visitors. This represents a 15% increase from the previous year.
As international visitors, investors, and executives flock to the Kingdom, the need for trusted, high-end, and guest-centric chauffeur services has never been greater. With its continued expansion in the Kingdom, Blacklane seeks to redefine mobility through a seamless blend of personalization, technology, and luxury.
Blacklane’s offerings are particularly popular among international visitors arriving for major events such as Riyadh Season and Formula E in Diriyah, when visitor numbers surge and city celebrations intensify. Year on year, visitor numbers for live events at Riyadh Season continue to rise, with the 2025 edition attracting a record-breaking crowd of 20 million visitors.
Blacklane’s Expansion Anchored by Strong IT Foundations and Strategic Alliances
Blacklane’s plans to grow in the Saudi market underline the country’s distinctive position as a premier innovation hub. In fact, the government’s relentless focus on promoting entrepreneurship and spurring innovation makes the Kingdom a foremost destination for companies looking to adopt and develop technology at a global scale.
“The Kingdom is outpacing the world when it comes to technology, ambition, and entrepreneurship,” Samara clarified.
Blacklane is actively strengthening its market position in the Saudi mobility sector by aggressively adopting Electric Vehicles (EVs) and prioritizing green transportation, aligning with Vision 2030’s goals for sustainable mobility and transforming cities into eco-friendly environments.
Its recent collaboration with Lucid Group is a prime example. This partnership aims to integrate Lucid’s advanced EVs into Blacklane’s chauffeur fleet in Saudi Arabia, supporting the rollout of EVs and charging infrastructure to boost sustainable, premium transportation solutions.
Moreover, Blacklane is collaborating with EVIQ Power to accelerate the establishment of EV charging networks.
Samara emphasized that partnerships play a central role in the company’s expansion strategy, highlighting its collaboration with AstroLabs as a key factor in achieving successful market entry.
“I am thrilled to be shaping our future across the Kingdom through our partnerships with globally recognized brands and world-leading businesses that are calling Saudi home and reinventing their respective sectors,” said Samara. “Riyadh Air is just one example of the innovation and industry disruption coming out of Saudi Arabia. It’s a privilege to be part of this dynamic ecosystem. I also want to thank AstroLabs for their role in our story and growth journey.”
Such strategic alliances highlight that international companies that localize their partnerships and build in-country capabilities are best positioned to gain a strong foothold in this dynamic landscape.
A cornerstone of Blacklane’s Saudi strategy is the establishment of a Chauffeur Academy, designed to equip local talent with skills in customer care, technology use, route optimization, and premium service etiquette, preparing them to cater to the growing number of business and leisure travelers.
With its sharpening focus on fortifying its on-ground presence in Saudi Arabia, Backlane is already capitalizing on the business travel resurgence while contributing to the Kingdom’s unstoppable rise as a MICE hub.