Saudi Arabia has achieved its tourism goals 6 years ahead of schedule, and has since raised the bar, targeting a new 150 million visitor milestone by 2030.
In a rapidly growing and diversifying economy like Saudi, tourism and sports are emerging as key engines of growth. An integral part of this transformation is establishing tourism as a major contributor to GDP. In 2024, tourism revenue increased by 148%, with over 2,850 licenses issued, a 32% increase from 2023.
The Kingdom has been accelerating its tourism strategy through high-impact initiatives, such as launching digital platforms, opening world-class venues, transforming sports and cultural experiences, and more.
TOURISE: Saudi Arabia’s Initiative for Global Tourism Connectivity
In early May 2025, Saudi Arabia brought to light TOURISE, a global tourism platform aimed at driving industry-wide collaboration across investment, sustainability, and policy development, with a shared roadmap for the next 50 years.
TOURISE is reshaping how the world strategises tourism, seeking to strengthen public-private partnerships and modernize traditional conferences by aligning global tourism leaders around a shared vision.
The inauguration of the TOURISE summit will take place in Riyadh from November 11 – 13, and will explore four core themes:
- The role of artificial intelligence in shaping the future of tourism
- Investment and business model innovation
- Upgrades to the travel experience
- Inclusive and sustainable tourism practices
A dedicated Innovation Zone will be created, featuring emerging technologies from both public and private sector players. While an accompanying awards program will recognize outstanding destinations and organizations across categories such as sustainability, digital transformation, cultural preservation, inclusive tourism, and workforce development.
When Private Investment Meets Public Infrastructure
Saudi Arabia has made bold moves in sports and entertainment, from the widely successful Riyadh Season to hosting the 2034 FIFA World Cup. Most recently, the Kingdom announced the opening of three major stadiums for private investment under renewable five-year contracts.
These venues include:
- King Abdullah Sports City (now Alinma Stadium)
- Prince Abdullah Al-Faisal Sports City
- King Abdulaziz Sports City
The initiative invites private investors to monetize naming rights, manage non-match day operations, and activate large-scale entertainment venues. Notably, King Abdullah Sports City is one of the proposed venues for the 2034 FIFA World Cup and will host matches during the 2027 Asian Cup.
These investments signal a deepening integration of sports in the wider tourism framework. One of the standouts of these initiatives is MESIF London 2025 (Middle East Sports Investment Forum). A high-profile event showcasing Saudi Arabia’s progress in tourism infrastructure and its ambitions to become a global hub for sport investments and innovation. Hosted in London reflects the strong demand from UK-based businesses and investors eager to engage with the Kingdom’s sports and tourism sector. Reinforcing Saudi Arabia’s commitment to open doors for international partnerships, and attracting global capital into the economy.
In 2024, Saudi Arabia surpassed its 2030 goal of attracting 100 million visitors, with tourism now contributing 5% of the total GDP. Backed by strategic investments, global partnerships, and streamlined visa and business regulations, Saudi Arabia is making a clear invitation to international companies, the opportunity is now to expand and set up your business in the Kingdom.