What pops up in your mind when talking about Saudi Arabia? The Holy Kaaba of Mecca? Or the conservative social ambience? Could Saudi be a good travel destination? Is the country overwhelmingly religious, lack of tourism resources, and unsuited for most travelers?
In fact, given the initiatives of Crown Prince Mohammed bin Salman Al Saud (MBS) over the past five years, the kingdom has experienced unprecedented transformation – from infrastructure to historical legacy, culture, food and entertainment, the entire country is opening up to the world!
More importantly, Saudi has relaxed its visa policy (although the US$50 fee is still steep) to welcome travelers from across the globe to the country once shut out from the outside world.
In other words, this 300-year-old kingdom is lifting its mysterious veil in front of the world for the very first time.
The young Crown Prince is showcasing to the world a brand new Saudi Arabia: one that is not merely an oil-producing giant and religious hub, but also an exciting new travel destination that promises tons of surprises!
You might find it unbelievable that a deeply conservative kingdom is now riding on the tide of change in recent years to embrace openness. The most visible change is that female foreign tourists are no longer required to put on hijabs in public now, which is a momentous progress indeed! As if that’s not enough, women are also allowed to drive on the road, watch sport events and concerts, while segregated seating for male and female patrons in cinemas is now a thing of the past.
All these point to the fact that Saudi is making positive efforts to connect with the world!
LaIn October 2019, the Saudi government officially started issuing tourist visas to non-Muslim foreigners. Two months later, 12 travel buddies and I were among the earliest foreigners entering the country on tourist visas.
Back then the kingdom practically had near-zero tourism resources: No regular GA agencies, professional guides, tour coaches, or even suitable restaurants for foreign tourists!
Tourist activities were mainly concentrated in commercial hub Jeddah and the capital city Riyadh.
The old Jeddah international airport was in a state of utter chaos, although it did offer a glimpse into the real, old Saudi.
During the 2025 Spring Festival, four years after the outbreak of the coronavirus pandemic, I set foot on the kingdom once again to witness its miraculous transformation as well as breakneck development in infrastructure and tourism planning:
✅ The brand new Jeddah international airport that rivals the world’s mega aviation hubs.
✅ Completion of the ultra modern Riyadh Metro providing convenient urban transportation for local residents and tourists alike. Each of the stations boosts unique designs showcasing the country’s unique cultural heritage.
✅ Luxurious hotels, world-class restaurants and financial centres have sprung up like mushrooms after rain, stealing attention of global travelers and business investors.
✅ Diriyah historical district development that showcases the best of Saudi’s rich historical and cultural legacies.
✅ In an unprecedented move, AlUla conservation area is opened up to foreign visitors.
✅ Opening up certain areas of Madinah to non-Muslims for the first time.
✅ Completion of high speed railway linking Madinah to Jeddah and Mecca.
✅ Red Sea’s luxury water villa and near by Rock Resort’s development attracted luxury tourists from the world.
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Conclusion:
The Saudi tourism industry is taking off in a big way, thanks to the Crown Prince’s far-sighted economic reform vision. Against the backdrop of a global shift in energy landscape, Saudi Arabia is determined to wean itself from over-dependence on oil, with the hope the tourism industry can become an important economic pillar for more sustained development.
The Kingdom is on a mission to become a top global travel destination, aiming to welcome 150 million tourists by 2030. With massive investments in projects like NEOM, the Red Sea resorts, and Diriyah Gate, the Kingdom is blending history with modern luxury. Religious tourism remains a key focus, as 15 million Umrah pilgrims visit annually, with numbers steadily rising. From the ancient wonders of AlUla to the pristine Red Sea beaches, Saudi Arabia is opening its doors to adventurers, culture seekers, and luxury travelers alike, making it an exciting destination for the future.
So, what does Saudi have to offer to tourists? Let me take you through a pictorial journey for a foretaste of the endless thrills and charms this new travel destination brings!
