Saudi Arabia’s leisure tourism market set to surge 93% by 2030

Saudi Arabia’s international leisure tourism market is forecast to grow 93% between 2025 and 2030, outpacing growth across the Middle East and globally, according to a new Tourism Economics report presented at WTM Spotlight Riyadh.

International leisure travel to the Kingdom, measured by overnight arrivals, is expected to grow by more than three times the global average of 30% over the five-year period and by more than the Middle East’s projected 64% growth.

The forecast builds on strong growth between 2019 and 2025, during which international travel to Saudi Arabia increased by 67%, compared with 20% across the Middle East and 5% globally. The Kingdom accounted for around three-quarters of the region’s international travel growth during the period.

Tourism Economics Managing Director, EMEA, Dave Goodger, said Saudi Arabia had become a major driver of global and regional tourism growth, supported by investment, destination development, and its efforts to expand international tourism.

The Kingdom’s share of international leisure visitor spending rose from 9% in 2019 to 28% in 2025 and is forecast to reach 31% by 2030.

China is also emerging as a potential growth market. Research from Dragon Trail International, a research partner for WTM Spotlight Riyadh, found that 52% of surveyed Chinese travel agents currently sell Saudi Arabia, while 32% identified the Kingdom as having strong future potential among Chinese travelers.

Luxury tourism presents another opportunity, with 42% of surveyed Chinese travel agents identifying high-net-worth and luxury travelers as the segment with the strongest growth potential in the Middle East and North Africa.

Nature and scenery were the most attractive Saudi experiences identified by Chinese travel agents at 54%, followed by adventure and outdoor activities at 45%, museums and cultural landmarks at 41%, interactions with local people at 41%, and luxury resorts at 37%.

Saudi Arabia’s hotel market is also expected to benefit from continued demand. STR forecasts Riyadh’s revenue per available room (RevPAR) to increase by 18.6% in 2027, as corporate and consultancy demand is expected to outpace new hotel supply.

In Jeddah, domestic and international demand supported hotel performance in the first half of 2026, although more than 2,300 new rooms are expected to enter the market in 2027. Both Riyadh and Jeddah are also expected to see stronger demand from meetings, incentives, conferences, and exhibitions (MICE) next year.