Saudi Arabia is steering a new era of global tourism

Saudi Arabia’s Ministry of Tourism and the World Economic Forum have recently launched a forward-looking initiative, “Beyond Tourism,” designed to accelerate transformational growth across the global travel sector. The partnership aims to shape a more sustainable, inclusive, and resilient tourism ecosystem by uniting leaders from diverse fields — including real estate, infrastructure, technology, culture, urban planning, and environmental conservation — around a shared vision for the future of travel.

Built on 10 guiding principles, the initiative sets out a clear framework for ensuring that tourism growth delivers meaningful and lasting value for residents, visitors, and businesses alike. 

These principles emphasize aligning market opportunities with local strengths and cultural identity, empowering small and medium enterprises, enabling responsible choices for evolving travelers, and preparing a future-ready workforce. 

They also call for investing in shared-benefit infrastructure, managing visitor demand to avoid overcapacity, restoring natural ecosystems, preserving cultural heritage, strengthening sector resilience, and harnessing data and technology to drive smart decision-making.

A global coalition has been formed to bring these principles to life through demonstration projects in key regions. Over the next three years, the Ministry of Tourism and the WEF will work to build a broad community of partners, create practical tools, and pilot sustainable tourism models. The broader ambition is clear: the future of tourism will be shaped not by a single government or institution, but by collective commitment and unified action across the global tourism landscape.

By championing this initiative, Saudi Arabia is reinforcing its central role in shaping global tourism discourse and promoting collaboration that delivers long-term value for people and the planet. “Saudi Arabia is proud to lead ‘Beyond Tourism’ in partnership with the World Economic Forum,” said Ahmed Al-Khateeb, minister of tourism. “This partnership reflects our shared belief that the solutions we seek for tourism are solutions for humanity itself — solutions that foster understanding, create opportunity, and build resilience for generations to come.”

The initiative also aligns seamlessly with Vision 2030, which identifies tourism as a critical pillar of economic diversification and sustainable development. Recent global rankings highlight the Kingdom’s strong performance: according to the UN Tourism Barometer released in May 2025, Saudi Arabia ranked first globally in growth of international tourism receipts in Q1 2025 compared with Q1 2019. It also placed third worldwide in growth of international arrivals and second in the Middle East.

The numbers reflect extraordinary momentum. In Q1 2025, international tourist arrivals surged by 102 percent compared with the same period in 2019 — vastly exceeding the global average of 3 percent and the Middle East average of 44 percent. Visitor spending also reached new highs, with international inbound expenditure rising 9.7 percent year on year to SR49.4 billion ($13.2 billion), yielding a record travel account surplus of SR26.8 billion — an 11.7 percent increase from Q1 2024.

Such performance underscores the rapid evolution of Saudi Arabia’s tourism ecosystem and its emergence as a global leader. The Kingdom’s approach — rooted in global best practices, continuous service enhancement, and strong intergovernmental coordination — has strengthened its competitive position and advanced Vision 2030’s goals.

In sum, Saudi Arabia’s tourism sector has undergone remarkable growth in recent years, cementing the Kingdom as a rising force in both regional and international tourism. This success has attracted not only visitors and investors but also global partners such as the World Economic Forum. The “Beyond Tourism” initiative represents a milestone in collaborative progress, ensuring that Saudi Arabia’s tourism transformation delivers lasting, wide-reaching benefits for the Kingdom and the wider world.

• Talat Zaki Hafiz is an economist and financial analyst. 

X: @TalatHafiz