In the context of the agreement signed on December 1, 2025, between Russia and Saudi Arabia on mutual visa waiver, which is expected to be launched in the coming months,Olga Magomedova, Researcher of International Best Practices Analysis Department at the Gaidar Institute, commented to Vedomosti on the prospects for developing touristic industry in the Kingdom. The expert recalled that tourism development in Saudi Arabia is taking place amid the large-scale Vision 2030 program, aimed at reducing the economy's dependence on oil.
According to Olga Magomedova, the program sets a general development vector for all sectors, while the National Tourism Strategy sets specific goals for tourism: 150 million visits per year, 1.6 million additional jobs, and growth of the tourism industry's share to 10% of GDP. At the same time, the country will continue to develop infrastructure for religious tourism to accommodate up to 37 million pilgrims performing the Hajj to Mecca and Medina (up from 29.7 million in 2024).
"Saudi Arabia is committed to developing new tourism destinations, and the country is not limited in its options. The country's geography allows to explore a variety of niches, i.e., from beach tourism to mountain, ecology, and event tourism. In this regard, Saudi Arabia enjoys a competitive advantage over other 'more compact' regional actors, such as the UAE or Qatar," the expert noted.
Olga Magomedova explained that smaller Gulf countries are developing tourism through transit flights, converting passengers into two- to three-day stays through reduced stopover rates. Saudi Arabia's goal is to become an international destination, visited by tourists with a specific purpose, rather than just passing through.
However, the image remains the key challenge for the Kingdom. "The primary factor in achieving any goals is usually the image of a country in the minds of potential visitors: if a country is known in the popular consciousness as a place of taboos, this stereotype is very difficult to overcome. Therefore, to become a tourist destination, the country needs to invest significant resources in rebranding," she emphasized.
However, according to Olga Magomedova, it is not the PR activities that help rebranding, but correct prioritization of policies that are widely publicized. She cites ambitious mega-projects as examples of such priorities: NEOM with ski resorts in the northwest of the country, and the Red Sea Project focused on the unique tourism infrastructure on the Red Sea coast.
Meanwhile, the expert noted that these projects are aimed at the luxury segment, a rather narrow niche. Given the quantitative goals for tourist flow, Saudi Arabia needs to develop infrastructure for mass tourism as well, expanding its transportation network and hotel facilities.
"In terms of mass tourism, Saudi Arabia will have to compete with the UAE, which already has the necessary infrastructure: for example, Dubai International Airport is the world's busiest transport hub, handling over 90 million passengers from 290 destinations," Olga Magomedova noted. In response to this challenge, Saudi Arabia is building King Salman International Airport by 2030 with a capacity of up to 120 million passengers per year, she concluded.