In Davos, where the global economic elite convene amid the cold of the Alpine peaks, the figures emerging from the Saudi pavilion radiated exceptional warmth and momentum. When Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb, announced yesterday that the Kingdom had achieved its highest tourism spending ever in 2025—surpassing the SAR 300 billion mark—it became immediately clear that we were no longer talking about a “supplementary” leisure sector. What we are witnessing is the birth of an economic giant, one whose impact now rivals that of traditional energy sectors.
Let us look beyond the headline number. The leap from SAR 282 billion in 2024 to more than SAR 300 billion in 2025 is not a routine year-on-year increase; it is a genuine game changer. This figure confirms that tourism in Saudi Arabia has officially transformed into a powerful engine of sustained liquidity, pumping capital through the arteries of the national economy, stimulating retail, transport, and hospitality, and creating thousands of opportunities for small and medium-sized enterprises. In short, it is “white oil”: a resource that flows continuously and is not hostage to the volatility of global energy markets.
The Top Ten Club: From Aspiration to Reality
What is most striking about the Davos announcement is not only the scale of spending, but the quality of demand behind it. Welcoming 30 million international tourists out of a total of 122 million visitors means that Saudi Arabia has decisively secured its place among the world’s top ten tourism destinations.
The significance of this achievement cannot be overstated. Only a few years ago, international tourism to the Kingdom was largely confined to religious travel and business visits. Today, Saudi Arabia is competing head-to-head with long-established European and Asian destinations, attracting Western and Asian travelers in search of luxury at Red Sea resorts, historical depth in AlUla, and cultural heritage in Diriyah. This profound shift represents a triumph of Saudi soft power as much as it does an economic success.
Racing Against Time—and Outperforming the G20
What makes the SAR 300 billion milestone truly remarkable is the speed at which it has been achieved. Minister Al-Khateeb highlighted a critical point that should not go unnoticed: over the past five years, Saudi Arabia’s tourism sector has recorded the fastest growth rate among G20 countries.
Outpacing mature tourism powerhouses such as France, Italy, and Spain does not merely mean growth; it means capturing market share and creating entirely new demand. This momentum underscores that the ambitions of Vision 2030 were never aspirational rhetoric, but carefully engineered strategies whose returns are now clearly visible in GDP figures.
A Message to Investors
As we enter 2026, the question is no longer, “Can Saudi Arabia succeed in tourism?” The real question is, “How high is the ceiling for this growth?”
My message to investors is unequivocal: SAR 300 billion is only the beginning. We are looking at a sector that has proven itself resilient to volatility, capable of generating jobs and long-term wealth. Those who fail to secure their position in Saudi Arabia’s tourism sector today may find the ticket far more expensive tomorrow. The train has already left the station at full speed and its destination is unmistakably global.