Saudi Arabia is not simply a destination for pilgrims, it has also some fascinating places to explore which will make you keep coming back to the region. In Jeddah you can retrace the steps of traders who for centuries thronged the streets of this thriving city, infusing it with a solid vibrancy which goes on till modern times.

Another must-see is The Edge of the World, also known as Jebel Fihrayn, located about 90 kilometres from Saudi’s capital and roughly a 90-minute drive. It forms part of the vast spectacular Tuwaiq cliffs, which stretch over more than 600 km through central Saudi.

Ha’il, in the north, is home to the famed Arab poet Hatim al-Tai and is famous for its warm hospitality.

Little wonder then that the tourist footfall is quite impressive. Visitors to Saudi Arabia are predicted to increase 38 per cent from 15.5 million in 2019 to 21.3 million by 2024, according to new research.

This increased demand will be driven by an increasing number of GCC residents wishing to visit the kingdom on short city or mini breaks. It will also be bolstered by business travellers extending work trips to explore the Kingdom’s expanding tourism offerings or attend one of the many sporting or cultural events.

The study was conducted by Colliers International and commissioned by Arabian Travel Market (2020), which takes place at Dubai World Trade Centre from 19—22 April 2020.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “As Saudi Arabia continues to reduce its reliance on oil, increasing tourism arrivals is becoming instrumental in the country’s economic diversification, and at ATM, we are witnessing this growth firsthand, with the total number of exhibitors from the Kingdom increasing 45% year-on-year between 2018 and 2019.

“With an ambition to increase inbound tourism to 100 million by 2030, Saudi Arabia no longer wants to be viewed as solely a religious destination for the world’s Muslim community, or a corporate destination as one of the richest countries in the world. It has an incredible landscape, with diverse regions and an array of tourism offerings for leisure travellers.”

In line with growing tourism numbers, the global hotel industry has gained a renewed interest in Saudi Arabia with a number of international and regional brands looking to expand their presence across the Kingdom.

About 79,864 hotel rooms are expected to be added to the Kingdom’s existing inventory by 2025, with the majority of rooms (34,270) in Makkah, followed by Jeddah and Riyadh with 14,525 and 11,632 new rooms, respectively.

Following the introduction of the new tourist visa, which allows visitors from 49 countries to apply for an e-visa or receive a visa on arrival – the Kingdom has developed a two-phase tourism strategy in line with Vision 2030.

Phase one – 2019-2022 – will focus on attracting first-time visitors to discover Saudi Arabia, in particular, its pristine beaches, deserts, mountains and heritage sites such as Dir’iyah and its packed calendar of sporting and cultural events. While, phase two – 2022 onwards – will focus on the full development of projects such as NEOM and the Red Sea Project.

Turning to outbound tourism, Saudi Arabia’s outbound tourism market is expected to reach over US$ 43 billion by 2025, according to the latest data from Renub Research. While family holidays currently dominate the market, a rising generation Z population, who are heavily influenced by the image of a destination – whether it be gastronomy, adventure, culture or overall unique experiences – are expected to change this trend.  

Looking ahead to ATM 2020, Saudi exhibitors who will highlight what the Kingdom has to offer and the exciting developments in the pipeline, include Saudi Commission for Tourism and National Heritage, SAUDIA and flynas, among others, with NEOM making its debut. The Saudi pavilion will occupy almost 2,300sqm of stand space this year, an increase of 20 per cent compared to last year.