Domestic tourism is the country's great engine. In the first quarter, some 28.9 million domestic trips represented growth of 16%, with domestic spending of 34.7 billion riyals, almost 8% more. Adding internal and external visitors, the quarter generated close to 37.2 million tourists and 82.7 billion riyals in revenue. The official goal remains to reach 150 million tourists a year by 2030, a target that demands sustained growth in accommodation capacity and infrastructure.
On that front, Ageel Alshaibani, chief executive of the Saudi Tourism Authority, reported that the country had about 623,000 licensed hotel keys in the first half across hotels, apartments and other accommodation, of which more than 44,000 belonged to newly licensed establishments. The figure illustrates the speed of a development that blends major international chains, giga-scale projects and a growing offer of cultural and nature experiences.
Luxury sits at the centre of that strategy. AMAALA, on the Red Sea coast, has opened seven resorts since June, including properties associated with Four Seasons, Six Senses, Rosewood, Equinox and Nammos. To them is added the Grand Hyatt The Red Sea, inaugurated this same week on Shura Island. The kingdom is thus seeking to attract high-spending travellers with an offer of beach, wellness, gastronomy and design that can compete with established destinations such as the Maldives or the Mediterranean.
Beyond luxury, the delegation promoted a highly varied seasonal agenda: Riyadh Season, the Winter at Tantora festival in AlUla, the Six Flags Qiddiya City park and the Aquarabia water park, along with desert and Red Sea routes. This diversification aims to capture very different segments, from families to heritage and nature enthusiasts, and to lengthen visitors' average stay.
The challenge, nonetheless, is considerable. One per cent growth in visitors is modest against the ambition of multiplying the current figure in under five years, and the country must show it can expand air connectivity, train the staff it needs and guarantee quality experiences, all in a region battered by instability and rising energy costs.
The kingdom also needs to show that rapid growth can be reconciled with the protection of its coasts, desert landscapes and heritage sites, an expectation that international travellers increasingly bring with them and that tour operators, investors and media now routinely raise when assessing any large new destination. Even so, the Saudi bet remains one of the most ambitious in world tourism. Its record presence in London confirms that the kingdom regards international promotion as a key piece of its economic transformation, and that it intends to become, within this decade, an indispensable player on the global tourism map, comparable in weight to the great traditional destinations. The coming months, with the winter season under way and new openings planned, will show whether the numbers and promises made in London translate into longer stays, higher spending per visitor and a solid reputation among European markets.
