Markets 
Published on
The number of European leisure travellers visiting Saudi Arabia is forecast to increase by at least 130% between 2025 and 2030.
According to new research from Tourism Economics, published this week at WTM Spotlight Riyadh, Europe is among the long-haul markets expected to drive the next phase of Saudi Arabia’s tourism growth. Leisure arrivals from Asia Pacific and North America are also predicted to more than double.
As a result, longer-haul markets are expected to account for 54% of Saudi Arabia’s international leisure arrivals by 2030, compared with 47% in 2025.
Germany and Italy are among the standout European markets, with leisure travel from both countries forecast to more than triple by the end of the decade.
Europe is Saudi Arabia’s biggest long-haul market
Europe was the fastest-growing long-haul region for Saudi leisure travellers between 2019 and 2025, with visits increasing by 61%.
The continent is also the top longer-haul outbound region, accounting for 10% of Saudi leisure trips in 2025, although the Middle East remains dominant with an 82% share.
Future growth, however, could increasingly shift towards Asia. Tourism Economics forecasts only “modest increases” in Saudi leisure nights in the UK, France and Spain, while Thailand is expected to grow by 46% and Indonesia, Australia and Singapore by at least 50%.
Saudi’s dramatic tourism growth
In “barely half a decade” Saudi Arabia has “moved from the edge of the global tourism map towards its centre”, Tourism Economics said in its report.
Visitor nights have more than doubled since 2019 to 1.1 billion, while projects like the Red Sea and upcoming events including the 2034 FIFA World Cup are “holding the world’s attention for a decade to come”.
International visitor nights increased 177% between 2019 and 2025, compared with global growth of 12%, with Saudi Arabia recording the largest gain in global market share of any destination.
Leisure tourism is growing particularly quickly. The country recorded 7.6 million international overnight leisure arrivals in 2025 – more than six times the 2019 figure – while associated spending increased fivefold to $12.6 billion (€10.86 billion).
Popular tourism destinations
Makkah and Madinah remain Saudi Arabia’s two largest tourism destinations by some margin, while Riyadh and Jeddah have seen visitor numbers surge as the country expands beyond its traditional religious tourism market.
Known for its desert landscapes and ancient heritage sites, AlUla is also emerging as a major destination for leisure travel. It recorded around nine million visitor nights in 2025, with total visitor nights forecast to grow by 11% a year to 2030.
As part of its push to grow international tourism, Saudi Arabia has broadened its visa facilitation network through agreements with countries across Europe, Asia and Central Asia, including Portugal, Türkiye, Spain, Poland, China, Uzbekistan and Kazakhstan.
Citizens of all 27 EU member states are eligible to apply for a Saudi tourist eVisa online. Valid for one year, the visa allows multiple entries and allows tourists to spend up to 90 days in the country. It can be used for leisure trips, events, visiting family and relatives, and Umrah, but not Hajj. Travellers must hold a passport valid for at least six months from the date of entry.
Read the full article here
