Saudi Arabia’s outbound travel market could surge from around $35 billion to more than $60 billion by 2030-2034, driven by a young generation of high-spending travellers and intensifying competition among global destinations.
The opportunities and challenges of capturing Saudi outbound demand took centre stage on the second day of WTM Spotlight Riyadh. Industry leaders examined changing traveller preferences, family-focused products and destinations gaining momentum among Saudi travellers.
During the panel “The $35BN Opportunity - How and Where to Capture Outbound Demand,” Perfetti Hospitality CEO Turab Saleem and almatar CEO Faisal Alrajhi examined the factors shaping Saudi travellers’ choices.
The Saudi outbound market is currently valued at around $35 billion and could exceed $60 billion by 2030-2034, according to figures discussed during the session.
The market is supported by a young population, with around 70 per cent of Saudis under 35, while spending per traveller is estimated to be about 11 times the global average.
Alrajhi said personal recommendations remain a major factor in travel decisions, although turning interest into bookings requires several elements to work together.
Rather than booking separate rooms for individual family members, many travellers prefer larger spaces where they can stay together comfortably.
The discussion underlined the need for hotels and destinations to understand these preferences when developing products for the Saudi market.
China was also highlighted as a destination with growing potential among Saudi travellers as outbound preferences continue to evolve.
Saleem pointed to growing links between the two countries through education and business, while predicting new opportunities in wellness tourism.
“China is already becoming a major market for Saudis for business and education, and my prediction is that it will soon open up as a significant wellness destination as well.”
Exploring Saudi Arabia’s emerging destinations
Beyond the conference programme, WTM Spotlight Riyadh showcased some of Saudi Arabia’s emerging tourism destinations.
The Soudah Mountain stand highlighted the tourism potential of the Aseer region, known for its mountain landscapes, nature and luxury experiences.
Soudah Peaks is a luxury mountain tourism destination rising 3,015 metres above sea level in Saudi Arabia.
Set amid the mountainous landscapes of Soudah and Rijal Almaa, it will offer luxury hospitality, retail, adventure and wellness experiences alongside the region’s natural beauty and heritage.
The Qiddiya City stand highlighted a different side of Saudi Arabia’s tourism ambitions. Spanning more than 360 square kilometres, the planned city will combine entertainment, sport and leisure, with venues and facilities set against the Tuwaiq Mountains.
Together, the projects showcased the breadth of Saudi Arabia’s tourism offering, from mountain and nature experiences to luxury, entertainment and sport.
The second day also examined the destinations currently gaining traction among Saudi travellers.
In the session “Which Destinations Are Winning?”, Rob Arrow, Senior Director, Travel, at Almosafer Travel & Tourism Co., discussed the changing preferences of Saudi outbound travellers.
Switzerland, Türkiye, Malaysia, Singapore and Indonesia were among the destinations highlighted, with visa convenience, direct air links, cultural accessibility and experience-led travel among the factors shaping travellers’ choices.
Another key discussion focused on the workforce needed to support Saudi Arabia’s tourism ambitions beyond 2030.
The speakers discussed education, career development, specialist skills and leadership as the Kingdom’s visitor economy continues to expand.
WTM Spotlight Riyadh concluded on Thursday after two days of industry discussions, networking and destination showcases, providing a platform for Saudi and international tourism stakeholders to explore new partnerships and opportunities linked to the Kingdom’s Vision 2030 ambitions.
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