Saudi tourism officials say the country welcomed 122 million visitors in 2025, representing a 5% annual increase.
This bodes well for achieving the country’s Vision 2030 ambitions, it says.
The data was announced this week at the WEF in Davos, and is thanks to expanded infrastructure, visa reforms, and investment in sports and entertainment events.
It set an ambitious target of 150 million annual visitors by 2030.
It comes as Riyadh Season achieves a record 14 million visitors, lured by pop-up destinations such as Boulevard World, shopping and entertainment district Via Riyadh and fine dining destination The Groves.
It also included the Soundstorm music festival with headliners Cardi B and Pitbull in December.
October saw the Women’s Tennis Association Finals, and just two days ago British darts prodigy Luke Littler was crowned the inaugural Saudi Arabia Darts Masters champion.
Next week will see WWE legends, Cody Rhodes, Rey Mysterio and Gunther in the ring in Riyadh for the 39th Royal Rumble, the first to take place outside of North America.
Making its debut in Saudi in March is the Fanatics Flag Football Classic, featuring NFL legend Tom Brady and entertainment hosted by Kevin Hart and headlined by Travis Scott.
Last year British Airways significantly boosted connectivity between London and Saudi, increasing flights on both the Riyadh and Jeddah routes.
For UK travellers, stays at the 3-star Ibis Jeddah City Center start at £613pp for four nights inclusive for flights from London Heathrow in February. Bookable via Saudia.com.
