Saudi Arabia's international leisure tourism is projected to expand by 93% by 2030, a pace more than three times the global average and well ahead of the broader Middle East, according to new research presented at WTM Spotlight Riyadh. The forecast, from Tourism Economics' report "Saudi Arabia: An Emerging Global Tourism Powerhouse," underscores the Kingdom's rapid ascent in the global visitor economy.
Measured by international overnight arrivals, Saudi leisure travel is expected to grow 93% over the five-year period to 2030, compared with 64% for the Middle East and just 30% globally. This follows a period of already robust growth: between 2019 and 2025, international travel to the Kingdom rose 67%, versus 20% for the Middle East and 5% worldwide. Saudi Arabia alone accounted for roughly three-quarters of the Middle East's international travel growth during that period and about 15% of global travel growth, according to Tourism Economics.
Leisure's rising share of spending
The composition of international tourism is shifting markedly. Leisure accounted for just 9% of international visitor spending in Saudi Arabia in 2019, but that share climbed to 28% by 2025 and is forecast to reach 31% by 2030. This reflects the Kingdom's deliberate strategy to diversify beyond its traditional religious and business travel segments.
Dave Goodger, Managing Director EMEA at Tourism Economics, an Oxford Economics company, said Saudi Arabia had "rapidly emerged as one of the world's most dynamic visitor economies," with international visitors now approaching half of all nights spent in the Kingdom. "This is no longer a purely regional story but a powerful, export-driven tourism engine built on sustained investment, destination development, and a clear ambition to become a global tourism powerhouse," Goodger added.
China emerges as high-value opportunity
China is poised to become a key source market for the next phase of growth. Research from Dragon Trail International, an official Research Partner for WTM Spotlight Riyadh 2026, found that Saudi Arabia is already among the leading MENA destinations sold by the Chinese travel trade. More than half (52%) of surveyed Chinese travel agents currently sell Saudi Arabia, while 32% identified the Kingdom as one of the destinations with the greatest potential for future Chinese tourism.
Luxury travellers appear particularly promising: 42% of Chinese agents identified high-net-worth and luxury travellers as the segment offering the strongest recovery and growth potential across MENA. The experiences Chinese travellers seek align closely with Saudi Arabia's expanding tourism proposition: 54% of agents highlighted nature and scenery, 45% adventure and outdoor activities, 41% museums and cultural landmarks, 41% interactions with local people, and 37% luxury resorts.
These findings come as Saudi Arabia continues to broaden its leisure offering across heritage, culture, nature, adventure, coastal tourism, and luxury hospitality, creating more reasons for international visitors to stay longer and spend more.
Riyadh hotel performance to surge
The tourism growth outlook is feeding directly into the hospitality sector. Data from STR, the global hospitality data and benchmarking specialist, presented at WTM Spotlight Riyadh, points to resilient hotel demand, particularly in the capital. STR expects Riyadh RevPAR to grow 18.6% in 2027, with returning corporate and consultancy demand forecast to outpace additions to hotel supply. RevPAR growth is expected to continue over the following four years as Riyadh expands both its business and leisure economy in line with Vision 2030.
Jeddah, meanwhile, recorded strong domestic and international demand during the first half of 2026, supported by its position as a summer destination and a key gateway for Hajj and Umrah travellers. However, rapid hotel development will create a different dynamic in the city, with more than 2,300 new rooms expected to open in 2027. Both Riyadh and Jeddah are also expected to benefit from stronger MICE demand next year.
Danielle Curtis, Regional Portfolio Director – UAE at RX, said the findings showed that Saudi Arabia's tourism transformation was increasingly producing tangible economic and commercial opportunities. "The Kingdom has already achieved remarkable growth in visitor volumes, and the next phase is about building on that momentum by attracting high-value demand and ensuring the benefits extend throughout the tourism ecosystem," Curtis said.
For travel professionals, the implications are clear: Saudi Arabia is no longer a niche or religious-only market. With leisure arrivals set to nearly double, hoteliers, airlines, and tour operators should be positioning for a sustained boom. The recent supply surge in Saudi hotels may temper short-term occupancy, but the long-term demand outlook remains strong. Meanwhile, the Riyadh Air-Saudia codeshare is expanding domestic connectivity, and new luxury properties like Equinox Resort AMAALA are adding to the Kingdom's appeal.
