There are around twenty countries across the planet that alone account for more than three-quarters of global tourist flows. Each with their own specificities, their audiences, more or less convincing results in recent years but also, for the most part, full of ambitions for the rest of the decade. So, what results (from last year) and what prospects can we expect for these “flagship destinations”?
Today, here we are in a country which does not necessarily always have good press, but which is nevertheless beginning to become a major tourist destination: the Saudi Arabia.
Already in the world Top15
Just a few years ago, no one would have thought that Saudi Arabia was being talked about when it came to tourism. Autocratic oil monarchy most closed in on itself, only business and especially religious “tourism” with the pilgrimage to Mecca were going on.
But that was before. Before the country officially enters the Top 15 of the most visited destinations in the world with more than 30 million foreign visitors in 2025, and significantly more if we count domestic activity which still remains the pillar of Saudi tourism.
And again, this would only be the beginning given that, by 2030, Saudi Arabia “officially” aims to enter the Top 7, if not 5, of the most visited destinations in the world with more than 100 million national as well as international visitors expected each year. Because, if there is a country that has been growing strongly recently in terms of tourism in a region that is nevertheless regularly tormented, it is this one.
In short, an ambitious bet but one that could nevertheless succeed. Because, beyond “intriguing” and representing an unknown destination to be discovered for most people, on a cultural and especially natural level, the destination obviously has multiple assets. So, Saudi Arabia will soon be an essential tourist destination in our world and not only thanks to religious tourism? Possible…
One of the largest “soft power” operations in the world
Like his neighbor Qatar or Dubai to achieve its goals and make tourism an economic asset for the “post-oil”, Saudi Arabia has also decided to use this famous “soft power” to seduce the world beyond borders. And at the same time trying to forget that the internal situation in terms of human rights is still far from being at its best in the country, even if we can note a recent improvement.
This is why, as the country has the means, it is currently carrying out one of the largest operations in the world in this area to change its image.
Which involves major upcoming events such as the organization of the 2034 Football World Cup or the 2029 Asian Winter Games. And then, there is the creation of this place futuristic what is the NEOM project started in 2017. On the edge of the Red Sea, NEOM sees itself as a “vertical” city 170 km long, just 200 meters wide, designed to operate without cars or roads, with 100% renewable energy, all managed by Artificial Intelligence to optimize transport, resources and health. Welcome to the world of the future…
But to this is of course also added “more traditional” tourist development. This results in a relaxation of formalities for nationals of many countries (including those of the European Union) who now only need a quickly available e-Visa, the creation of a new airline, Riyadh Air, planned to serve around a hundred destinations around the world, plus the opening of 320,000 new hotel rooms by 2030.
Without forgetting the development of the “Saudi Petra” that is the archaeological site of Al Ula, or the creation in the Red Sea of this archipelago of 90 islands transformed into an eco-luxury destination. And these are only the most symbolic and representative projects of what Saudi Arabia intends to be in terms of tourism in the years to come…