As luxury hotels rise from desert sands and ancient historical sites open to international visitors, the travel world is turning its attention to Saudi Arabia.

The kingdom, which was closed to international tourists just a few years ago, is emerging as luxury travel’s new frontier, blending centuries-old heritage with cutting-edge sustainable design and five-star hospitality.

Saudi Arabia’s government has invested over $800 billion in tourism, making it the world’s fastest-growing tourism market. In the first quarter of 2025, international arrivals jumped 23 percent, building on record numbers from 2024, according to data released last month by the Saudi Tourism Authority.

The country surpassed its ambitious visitor target for 2030, seven years ahead of schedule, coinciding with Saudi Arabia’s emergence as a global arts and culture destination. World-class exhibitions and high-end hospitality concepts are attracting a sophisticated international audience seeking immersive cultural experiences.

Tourism spending has surged, with international visitors contributing about $37.6 billion to the Saudi economy in 2023. The sector now accounts for 5 percent of the country’s gross domestic product, up from just 3 percent in 2019, with plans to reach 10 percent by 2030. Saudi Arabia has raised its ambition further, targeting 150 million annual visitors by 2030, including 70 million international arrivals — a goal that would place the kingdom among the world’s top seven most-visited countries.

Riyadh Air: The Kingdom’s New Global Carrier

Central to Saudi Arabia’s tourism strategy is Riyadh Air, the kingdom’s new flagship carrier launched to connect Saudi Arabia to over 100 destinations by 2030. The first flights are set to take off at the end of this year. With a fleet of state-of-the-art aircraft, Riyadh Air represents Saudi Arabia’s determination to create a world-class aviation experience. The airline, backed by Saudi Arabia’s Public Investment Fund, has already placed orders for dozens of aircraft, including 39 Boeing 787-9 Dreamliners and 60 Airbus A321neo aircraft.

The recently unveiled cabin interiors rival the most luxurious airlines in the world, with four-tier seating including a dramatic “Business Elite” class featuring 52-inch-high privacy walls, 78-inch fully flat beds, and what the airline claims are the world’s largest business class screens at 32 inches. The branding incorporates Saudi heritage through a color palette of deep purples, mocha gold, and veined stone accents. The airline has partnered with high-end French audio company Devialet to embed speakers directly into the headrests, eliminating the need for headphones. Saudi couturier Ashi has designed the uniforms, which were revealed during Paris couture week.

“Riyadh Air will be a digitally native airline, driven by a pioneering spirit with an obsessive focus on attention to detail and innovation at its heart,” said Tony Douglas, chief executive officer of Riyadh Air. “We aim to permanently transcend our guests’ perceptions and experiences of flying in the modern world.”

Douglas emphasizes the market necessity driving the airline’s creation: “We’re not trying to create a market that doesn’t exist. Riyadh, the capital city of a G20 country, is not well enough connected. Today, you do not have the option to fly direct to Tokyo. You do not have the option to fly direct to Shanghai or Seoul or Sydney, and the list just goes on and on.”.

Hosting the World: Major Global Events

Saudi Arabia’s event calendar has expanded dramatically as the country has opened up. Cultural festivals like MDLBeast Soundstorm, one of the world’s largest music festivals, are attracting international artists and visitors in unprecedented numbers. The Formula 1 Saudi Arabian Grand Prix has become a fixture on the racing calendar, and the kingdom has invested heavily in sporting events ranging from championship boxing matches to golf tournaments. The upcoming 2034 FIFA World Cup will put the kingdom at the center of the global sports stage.

The recently completed Diriyah Gate project, a $50 billion cultural and lifestyle destination near Riyadh, showcases the kingdom’s UNESCO World Heritage site while offering luxury retail, dining, and entertainment experiences in a setting that honors Saudi Arabia’s historical roots.

To accommodate the projected influx of visitors, Saudi Arabia is dramatically expanding its tourism infrastructure. Hotel capacity is scheduled to double from 400,000 rooms to 800,000 rooms by 2035, with major international hospitality brands establishing a presence in the kingdom. Airport development is accelerating, with King Khalid International Airport in Riyadh undergoing significant expansion and the new King Salman International Airport under construction with a capacity to handle 120 million passengers annually. Ground transportation is being enhanced with new high-speed rail connections and road networks linking major tourism destinations.

Red Sea Global: Redefining Luxury Tourism

Perhaps no project better exemplifies Saudi Arabia’s tourism ambitions than the Red Sea Development. Red Sea Global is creating what aims to be the world’s most ambitious regenerative tourism destination, with strict environmental protections and a commitment to operate using 100 percent renewable energy. The project, which will eventually encompass 22 islands and six inland sites, is already welcoming guests to its first luxury resorts.

Major international hotel brands are making significant investments in Saudi Arabia. Marriott International has been particularly aggressive in its expansion within the kingdom with 40 hotels and more than 11,000 rooms in its development pipeline for the country.

“We are super excited about what’s going on in Saudi,” says Tina Edmundson, president of luxury at Marriott International. “The vision is very compelling.”

Marriott’s current investments include the St. Regis and The Ritz Carlton Reserve, Nujuma Reserve at the Red Sea, an upcoming Edition hotel in the Red Sea, and multiple luxury properties across key Saudi cities.

Among its newest properties is Bab Samhan, a Luxury Collection Hotel, which opened in January in Diriyah, the historic district of Riyadh known as the birthplace of the kingdom. Bab Samhan — named after one of the most iconic gates in historic Diriyah — is the first luxury hotel to open in the UNESCO World Heritage area. Its location offers panoramic views of Wadi Hanifah and is within walking distance to At-Turaif, the UNESCO World Heritage Site, and the popular Bujairi Terrace dining district.

Edmundson highlights the strategic importance of the Saudi market, noting, “Luxury is such an important part of the Saudi vision.” She also praised the kingdom’s commitment to sustainability: “They’ve approached building in a way to really protect the environment.”

Even with the remarkable momentum, Saudi Arabia’s tourism transformation faces challenges. The kingdom must balance its conservative cultural identity with the expectations of international visitors and continue to develop its tourism infrastructure and workforce.

But Douglas highlights that beyond transportation, Riyadh Air serves as a powerful branding vehicle for the kingdom’s tourism aspirations, carrying the message of Saudi Arabia’s transformation to global markets and helping to overcome some of the perception challenges. “Riyadh Air will play a considerable role in opening our kingdom to the world for many more people to enjoy our hospitality, warmth and beautiful tourist sites.”