Saudi Arabia has unveiled a new tourism initiative, Visa by Profile, allowing eligible Visa cardholders to instantly obtain an electronic tourist visa within minutes. The announcement was made by Minister of Tourism Ahmed Al Khateeb during the TOURISE25 Summit in Riyadh.

Developed in partnership with the Ministry of Interior, Ministry of Foreign Affairs, Saudi Tourism Authority, and global payments company Visa, the initiative positions the Kingdom at the forefront of digital innovation in travel.

“Launched at TOURISE25, we proudly introduce ‘Visa by Profile’ – the world’s first initiative allowing eligible Visa cardholders to instantly secure their electronic tourist visa in minutes, just by using their card and passport details,” Al-Khateeb said on X. He added, “This is how we build the future of tourism: simple, seamless, and globally connected.”

The launch reinforces Saudi Arabia’s rapid rise as a global tourism powerhouse. The Kingdom ranked first among G20 nations in international tourist arrivals in 2024 and led the world in tourism revenue growth from inbound visitors.

After surpassing its target of 100 million visitors six years ahead of schedule in 2023, Saudi Arabia has set a new goal of attracting 150 million tourists annually by 2030, including 70 million international travelers.

On the final day of TOURISE25, held from November 11 to 13 at Riyadh’s King Abdulaziz International Conference Center, Al Khateeb also unveiled three additional initiatives — Agentic Tourism, TOURISE Destination and Beyond Tourism — designed to further accelerate sector growth.

He also announced new strategic partnerships with leading global hospitality institutions to advance skills development. “Our people are the core of the future of tourism,” he said, emphasizing the ministry’s focus on empowering Saudi talent to lead the sector’s next phase of expansion.

Held under the patronage of Crown Prince Mohammed bin Salman, the TOURISE25 Summit aimed to shape the future of global tourism through innovation, sustainability and collaboration. The next edition will take place in March 2027.