Saudi Arabia welcomed 122 million visitors in 2025, marking a major milestone in the Kingdom’s drive to transform itself into one of the world’s leading tourism destinations under its Vision 2030 strategy.
The figure, announced this week at the World Economic Forum in Davos, represents a 5 per cent year-on-year increase and places Saudi firmly on track to reach its target of 150 million annual visitors by 2030.
Officials said the growth reflects the combined impact of large-scale infrastructure investment, expanded air connectivity, visa reforms and an increasingly ambitious calendar of global sports, entertainment and cultural events.
A major contributor to the surge was Riyadh Season, which attracted a record 14 million visitors. Flagship pop-up destinations including Boulevard World, Via Riyadh and The Groves drew crowds with immersive global themes, luxury retail and high-end dining, while headline events helped position the capital as a major international entertainment hub.
Music and sport played a central role. Soundstorm, the region’s largest music festival, saw global stars including Cardi B and Pitbull perform in Riyadh, while October brought elite tennis to the Kingdom as Elena Rybakina claimed the world number one title at the WTA Finals.
More recently, British darts sensation Luke Littler was crowned the inaugural Saudi Arabia Darts Masters champion just days before his 19th birthday, underlining Saudi’s growing appeal to international sporting audiences.
The events pipeline shows no sign of slowing. Next week will see WWE stars Cody Rhodes, Rey Mysterio and Gunther headline the 39th Royal Rumble in Riyadh, the first time the event has been staged outside North America, with global audiences able to watch via Netflix.
In March, Saudi will host the Fanatics Flag Football Classic, featuring NFL legend Tom Brady, hosted by Kevin Hart and headlined by Travis Scott, further blending sport, entertainment and celebrity culture.
Air connectivity has expanded in parallel with demand. British Airways significantly increased capacity between the UK and Saudi Arabia last year, boosting flights from London to both Riyadh and Jeddah. Heathrow–Riyadh services have risen to 12 flights per week this winter and are scheduled to increase to 14 weekly services in summer 2026, while the Jeddah–London route will expand to five weekly flights.
Looking ahead, Saudi tourism leaders are also highlighting the opportunity presented by Ramadan, which begins next month. Visitors during the holy month can experience a different rhythm of life, with quieter days giving way to vibrant evenings marked by communal iftars, cultural performances and lively neighbourhoods extending late into the night.
With lighter crowds, warm temperatures and noticeably lower travel costs — with flights and accommodation packages often around 30 per cent cheaper than peak periods, Ramadan is increasingly being positioned as one of the best-value windows for international visitors.
As Saudi Arabia accelerates towards its Vision 2030 goals, the 122 million visitor milestone underscores how rapidly the Kingdom’s tourism strategy is reshaping its global image, from oil economy to major destination for culture, sport, entertainment and business travel alike.