Saudi Arabia’s Tourism Transformation: How Vision 2030 Is Building a Global Destination from Scratch

Based on an Infoquest Expert Voices interview with Dr. Eid Al-Otaibi, Tourism and Hospitality Strategy Advisor

Saudi Arabia’s tourism transformation is already ahead of schedule. The Kingdom set out to attract 100 million visitors a year by 2030, and according to Dr. Eid Al-Otaibi, a tourism and hospitality specialist who has advised the Saudi Ministry of Tourism, that number was reached well before 2025. For a country that built its modern economy on oil, this shift is more than a tourism story. It is the centerpiece of a national plan to diversify income, create jobs, and reshape how the world sees Saudi Arabia.

Vision 2030 Targets Economic Diversification Through Tourism

Dr. Al-Otaibi, who holds a PhD in hospitality management from the University of Surrey and spent years working with IHG and Saudi Airlines, says the strategy behind giga-projects like NEOM and the Red Sea developments comes down to one core goal.

Saudi Arabia wants to reduce its dependence on oil revenue while building a sustainable economy that creates jobs and improves quality of life for citizens. Tourism, alongside technology and finance, sits at the heart of that plan.

Saudi Arabia and Dubai: Collaboration Over Competition

A common assumption is that Saudi Arabia’s new destinations are designed to rival Dubai. Dr. Al-Otaibi pushes back on that idea.

He sees the GCC tourism landscape as complementary rather than competitive, with Dubai’s strength in service and hospitality products pairing naturally with Saudi Arabia’s archaeological sites, desert adventures, and mountain landscapes. Together, the region can offer visitors a broader, richer experience than any single destination could on its own.

Domestic Travelers Proved Their Value During the Pandemic

Saudi Arabia’s tourism strategy was never built around international visitors alone. Dr. Al-Otaibi points to the COVID-19 period as a turning point, when domestic tourism carried the industry while borders were closed.

That experience shaped how new destinations are planned today, with promotions in regions like Asir and Taif designed first for Saudi travelers before expanding to international audiences. Authenticity, he notes, runs through both groups, since cultural identity and local customs anchor the visitor experience regardless of where someone is from.

Market Research Drives Saudi Arabia’s Five Tourism Pillars

Having worked directly on the national tourism strategy team, Dr. Al-Otaibi describes a process grounded in extensive market research.

The strategy identified five areas where Saudi Arabia can compete globally: sun and sea, culture and heritage, culinary experiences, adventure, and sport. From pristine beaches to thousands of archaeological sites, regional cuisines, and events like the Dakar Rally, each pillar reflects research into what international and domestic travelers actually want, rather than guesswork.

Sindalah and AlUla Set the Standard for Sustainable, Seamless Travel

Projects like Sindalah and AlUla illustrate three trends Dr. Al-Otaibi says define the national strategy: enhanced customer service, sustainability, and technology integration, what he calls seamless travel.

Visitors to Sindalah have praised its sustainability practices, clean landscapes, and ease of access. In AlUla, daily visitor caps help protect archaeological sites while preserving the experience. Local communities are woven into this picture too, through job creation, feedback channels, and initiatives like Be My Guest, which lets travelers stay with local families and take part in everyday life.

Airports and Connectivity Keep Pace With Destination Growth

Infrastructure, Dr. Al-Otaibi explains, is developing in step with the destinations themselves rather than lagging behind.

NEOM’s airport is already receiving aircraft, AlUla’s airport has expanded to handle international flights from Europe and the GCC, and Riyadh is set to gain additional airports, including the expanded King Salman International Airport. An air connectivity initiative, now an independent body, is working to bring more international carriers into Saudi Arabia, positioning the Kingdom as a regional hub. He expects roughly five new airports to be operational by 2030.

Beyond the Mega Projects: Secondary Destinations Gain Ground

While giga-projects dominate headlines, Dr. Al-Otaibi highlights a parallel track of regional development.

Al Wajh, now part of Red Sea Global, has benefited from its proximity to Red Sea projects. Hail topped Saudi Arabia’s tourist spending growth last year, and nearby Jubbah, home to UNESCO-listed rock art and a stop on the Dakar Rally route, is emerging as a secondary draw. These smaller destinations, he says, will continue developing alongside the mega projects rather than waiting for them to finish.

What’s Next for Saudi Arabia’s Tourism Transformation

Looking a decade past 2030, Dr. Al-Otaibi is confident Saudi Arabia will rank among the world’s leading tourism economies. With the original 100 million visitor target already met five years early, doubling that figure by the time current projects are complete seems realistic to him.

He points to research showing that more than 80 percent of travelers rank authenticity as their top priority when choosing a destination, an area where he believes Saudi Arabia has few rivals. Combined with major events such as the 2027 Asian Cup, Riyadh Expo 2030, and the 2034 World Cup, he argues there has never been a better moment to invest in Saudi tourism.

His advice to consultants entering the market: get on the ground, look past media narratives, and consider the gap in detailed national-level tourism statistics, an opportunity he sees as wide open.