27 Million Foreign Visitors in 2023, and That’s Just the Beginning
For a country that only opened its borders to leisure tourism in 2019, Saudi Arabia has moved at breakneck speed. In 2023, the Kingdom welcomed 27 million foreign tourists, more than double its original target. That kind of momentum isn’t accidental. It’s the result of a deliberate push toward Saudi Experiential Tourism, a model that prioritizes immersion, innovation, and cultural connection. And the next goal? Saudi Arabia’s tourism sector is evolving into a global benchmark for immersive, tech-driven travel.
Vision 2030 Raises the Bar: 150 Million Annual Visits by Decade’s End
When Vision 2030 launched, the goal was 100 million annual tourist visits. That milestone was hit seven years early. Now, the Kingdom is aiming for 150 million by 2030. Backing this ambition are 255 active tourism projects valued at US$1.7 trillion. These include headline developments like NEOM, AlUla, and the Red Sea Project; each designed to offer travelers more than just a vacation.
Red Sea and AlUla: Where Immersion Meets Investment
The Red Sea Project is a flagship for immersive tourism. With over US$6.7 billion in signed contracts, it’s building a luxury, eco-conscious destination across untouched islands. Visitors can dive into coral reefs, explore marine biodiversity, and connect with nature in ways that feel both intimate and grand.
AlUla, meanwhile, is rewriting the rules of heritage tourism. Its US$15 billion “Journey Through Time Masterplan” blends ancient ruins with modern hospitality. Guests walk through living history, guided by architecture, storytelling, and curated experiences that inspire.
Smart Tourism Takes Center Stage: AI, AR, and VR Lead the Charge
Saudi Experiential Tourism is increasingly powered by tech. AI-driven platforms tailor travel recommendations. Augmented reality overlays bring historical sites to life. Virtual reality lets global audiences explore places like Diriyah and Hegra before they even book a flight.
In Diriyah, visitors interact with AI chatbots that explain Najdi architecture and key historical figures. In AlUla, smart glasses overlay holograms of ancient tombs and inscriptions. These aren’t just made for buzz; they’re instrumental in deepening participation and bringing history to life.
NEOM’s Regenerative Model: Sustainability Without Compromise
NEOM is setting a new standard for eco-tourism. With over 900 heritage sites, it’s built around low-impact exploration. Electric shuttles, smart visitor flow systems, and carbon-neutral hotels ensure that tourism doesn’t come at the expense of the environment.
The city protects 95% of its land for nature, allowing travelers to experience Saudi culture in its original setting. It’s a model that blends sustainability with storytelling, and it’s working.
Expo 2025 Osaka: 3 Million Visitors Experience Saudi Culture
Saudi Arabia’s pavilion at Expo 2025 Osaka drew over three million visitors. It was ranked among CNN’s top 10 pavilions and showcased the Kingdom’s transformation through interactive exhibits, performances, and cultural exchanges.
The pavilion’s architecture used lightweight Saudi stone and evoked the spirit of local cities. It was more than a showcase—it was a statement. And with Expo 2030 Riyadh on the horizon, Saudi Arabia is preparing to host 195 countries and 29 international organizations under the theme “Foresight for Tomorrow.”
What’s Next: Hyper-Personalized Travel by 2025
By the end of 2025, Saudi’s tourism sector is expected to be one of the most tech-forward in the world. Travelers will use AI assistants to build itineraries, adjust plans in real time, and access personalized cultural insights. E-visa platforms and digital booking systems will make entry seamless.
Also Read: Heritage Meets Growth: Saudi Cultural Tourism 2030
