Saudi Arabia’s tourism industry is undergoing a metamorphosis, and cities like Riyadh, AlUla, Jeddah, Makkah, and Dammam are leading the charge. These destinations, fueled by the Kingdom’s Vision 2030 initiative, are attracting millions of visitors with diverse offerings, ranging from historical landmarks and cultural experiences to religious pilgrimages and eco-tourism.
The response has been so overwhelming that Saudi Arabia achieved its initial goal of attracting 100 million visitors annually by 2030 seven years early. Now, with an even bolder target of 150 million visitors by 2030, these key cities are stepping up in a big way.
Riyadh, the Capital of Modernity and Heritage
Riyadh, Saudi Arabia’s capital, blends its rich heritage with modern attractions, offering visitors an array of experiences from historical souqs to cutting-edge art installations. Visitors can immerse themselves in the city’s rich past through traditional souqs, museums, and historic architecture, while also enjoying its modern side with high-rises and a growing art scene.
Riyadh is booming with tourism growth. In 2023, the city welcomed 2.8 million tourists, a sharp rise from 1.8 million in 2022. This growth is fueled by the city’s ambitious infrastructure projects, including the expansion of King Khalid International Airport, which handled 37 million passengers annually across its five terminals. The airport also recorded a 21% increase in routes, with 176 routes now connecting Riyadh to global destinations.
Riyadh Air, Saudi Arabia’s second national carrier, is set to revolutionize air travel to and from the capital. Based in Riyadh, this airline is scheduled to offer flights to over 100 destinations across six continents. The city’s hotel industry is also experiencing impressive growth, driven by Saudi Arabia’s Vision 2030 initiative. As part of this plan, the Kingdom is set to invest $110 billion in the hospitality sector, aiming for 310,000 hotel rooms by 2030.
AlUla: A Historic Gem with Breathtaking Landscapes
AlUla, located in northwestern Saudi Arabia, is rapidly emerging as a key player in the Kingdom’s Vision 2030 initiative. This historic region is gaining international recognition thanks to its stunning landscapes and rich cultural heritage. AlUla offers visitors a unique blend of natural beauty and ancient history, making it a must-see destination for both domestic and international tourists.
In 2023, AlUla welcomed more than 250,000 visitors, with 35% international and 65% domestic and regional tourists. This rising popularity is just the beginning for AlUla, as it continues to develop as a world-class destination. The Royal Commission for AlUla (RCU) aims to create 38,000 new jobs for local residents and contribute a significant $32 billion (SAR 120 billion) to Saudi Arabia’s GDP by 2035.
AlUla International Airport is at the forefront of the region’s tourism expansion. After a significant expansion in 2021, the airport’s capacity increased from 100,000 to 400,000 passengers annually. In October 2023, further expansion plans were announced to boost the airport’s capacity to 6 million passengers per year, supporting AlUla’s role as a major tourism and logistics hub in Saudi Arabia.
Jeddah: The Gateway to Mecca and a Vibrant Coastal City
Jeddah, known as the “Gateway to Mecca,” is a lively city on the Red Sea, celebrated for its rich history, cultural diversity, and modern attractions. As the second-largest city in Saudi Arabia, Jeddah offers tourists a unique mix of the traditional and contemporary, making it a standout destination.
In 2023, Jeddah attracted 1.6 million tourists, a notable increase from 1.2 million in 2022. The city’s tourism sector is booming, with dynamic initiatives designed to enhance its appeal as a global tourist hub. King Abdulaziz International Airport, a crucial hub for both Jeddah and Mecca, is one of the busiest airports in Saudi Arabia and the wider Middle East. The airport handled 45 million passengers annually, topping the list of the Kingdom’s busiest airports.
Jeddah’s hotel industry experienced a remarkable transformation in 2023, driven by Saudi Arabia’s Vision 2030 initiative. The city’s hospitality market remained strong throughout the year, achieving a 65% occupancy rate as of August 2023.
Makkah: The Holiest City in Islam
Makkah, revered as the holiest city in Islam, attracts millions of visitors annually, predominantly for religious pilgrimages. Home to iconic Islamic landmarks such as the Masjid al-Haram and the Kaaba, Makkah is a spiritual center for Muslims around the world. While the city’s tourism industry primarily focuses on the Hajj and Umrah pilgrimages, it also offers a range of cultural and spiritual experiences for visitors.
The tourism market in Makkah is thriving, with the Hajj tourism industry projected to exceed $171.41 billion in 2024 and expected to reach $343.55 billion by 2034, reflecting an impressive CAGR of 7.20%. This growth is driven by the increasing number of pilgrims and significant investments in expanding the city’s infrastructure.
In 2023, Makkah welcomed 15.4 million tourists, nearly doubling from 8.2 million in 2022. The rising influx of pilgrims and tourists is reshaping Makkah’s economy and creating new opportunities for growth.
Makkah’s hotel industry is booming, driven by the rising number of pilgrims and the ongoing development projects that aim to accommodate future growth. To meet the anticipated rise in visitors, the total number of hotel rooms is expected to increase significantly. By 2030, Makkah plans to add around 221,000 new hotel keys in the Holy Cities, ensuring that the city can accommodate the growing number of pilgrims who visit for Hajj and Umrah.
Dammam: A Thriving Coastal City with Growing Tourism
Dammam, the capital of the Eastern Province of Saudi Arabia, has transformed into a key player in the country’s tourism industry, especially after the launch of the Vision 2030 initiative aimed at diversifying the economy. Dammam’s tourism sector is gaining momentum, welcoming 1.2 million visitors in 2023, up from 0.89 million in 2022.
Dammam is served by King Fahd International Airport, the largest airport in the Eastern Province and one of the busiest in the Kingdom. In 2023, the airport set a new record, receiving over 10.9 million passengers, a 16.2% increase from the previous year. The airport’s expansion saw 92 routes, a 51% increase compared to 2022, while flight numbers rose to 99,000, a 16% increase. The number of airlines operating at King Fahd International also grew by 17%, with 48 airlines —45 international and three national—now flying in and out of Dammam.
Dammam’s growing connectivity is supported by both national and international airlines, making it easier than ever for tourists to reach the city. Major carriers like Saudia, Flynas, Flyadeal, Emirates, Qatar Airways, Gulf Air, and Turkish Airlines now operate at King Fahd International Airport, connecting Dammam to key global destinations.
A Bright Future for Saudi Arabian Tourism
As Saudi Arabia’s tourism sector rapidly expands, Riyadh, AlUla, Jeddah, Makkah, and Dammam are emerging as the driving forces behind this transformation. With new airline routes connecting these cities to the world and soaring hotel occupancy rates reflecting increased demand, the Kingdom is well on its way to achieving its Vision 2030 goals.
Each city brings something unique to the table: Riyadh’s blend of history and modernity, AlUla’s cultural and natural wonders, Jeddah’s role as the gateway to religious tourism, Makkah’s unparalleled importance in the Islamic world, and Dammam’s growth as a hub for both leisure and business travel. Through strategic investments in infrastructure and a focus on sustainable tourism, Saudi Arabia is positioning itself as a top global destination. The remarkable growth in visitor numbers and the development of world-class accommodations and attractions ensure that the Kingdom’s tourism sector will continue to thrive in the coming years. As Riyadh, AlUla, Jeddah, Makkah, and Dammam continue to fuel this growth, Saudi Arabia’s tourism boom shows no signs of slowing down.
