In July, Saudi Arabia was officially named a key travel destination for Chinese tourists, marking a significant milestone in Saudi-China tourism partnerships. According to Jing Daily, the initiative includes simplifying visa procedures, reducing travel costs, and increasing flight capacity by over 130% to accommodate the surge in Chinese visitors. Saudi airports and tourist attractions will also roll out Chinese language services and payment systems, catering directly to the needs of Chinese travellers.
The Saudi government is setting its sights on attracting up to five million Chinese tourists by 20230, according to the source.
Tourism in Saudi Arabia is still in its early stages, as the Kingdom only opened its doors to international visitors in September 2019. As it navigates this evolving landscape, the Kingdom is also addressing social and cultural dynamics, including efforts to promote inclusivity, all while enhancing its global appeal.
Here’s how Asian travellers are responding.
A Unique Destination
Saudi Arabia’s allure as a travel destination lies in its unique blend of ancient history and modern attractions. The Kingdom boasts a rich cultural heritage that includes UNESCO World Heritage sites such as Al-Ula and Diriyah. Al-Ula, with its stunning rock formations and archaeological significance, offers a glimpse into Saudi Arabia’s ancient civilisations. Diriyah, the birthplace of the Saudi state, is renowned for its historical architecture and cultural significance.
The Kingdom’s Vision 2030 initiative has spurred significant investment in tourism infrastructure. Luxury hotels, entertainment venues, and high-end shopping districts are being developed to cater to affluent travellers. For instance, the Red Sea Project, and NEOM are large-scale developments aimed at creating world-class resorts and leisure destinations. These projects are designed to attract high-net-worth individuals and provide a range of luxury experiences that align with the preferences of Asian travellers.
Travel agencies like Lightfoot Travel, which has offices located in Singapore, Hong Kong, Dubai, and London, have been offering itineraries in the region. “The appeal for our Asian client base is this blend of high-end luxury and the cultural allure of a country that was for a long period of time off limits for travellers,” Lightfoot Travel’s co-founder and director, Lucy Jackson, told BurdaLuxury. “Saudi Arabia offers everything from opulent desert camps to ultra luxurious city hotels and world-class beach resorts.”
Intriq Journey also features Saudi Arabia as an emerging destination. “Saudi Arabia is an enigmatic kingdom that offers a blend of uncrowded, unique sights and unexplored marine life, all within a luxurious setting,” the travel agency’s co-founder, Lim Kok Yong, told BurdaLuxury.
The Asian Traveller – Preferences and Trends
Asian tourists, particularly from China, are increasingly drawn to Saudi Arabia’s diverse offerings. For Chinese tourists, the Kingdom’s combination of modern luxury and historical charm is particularly appealing. The introduction of Mandarin-speaking staff and Chinese payment systems at major tourist sites enhances the convenience and attractiveness of Saudi Arabia as a travel destination.
“Saudi Arabia’s active engagement with the Chinese government and travel agencies has paved the way for enhanced bilateral tourism ties, culminating in the official announcement by the Chinese government in July this year that approved Saudi Arabia as a destination for Chinese outbound group travel,” Calvin Xie, the general manager of FCM Travel Greater China, shared with BurdaLuxury. “This development is further bolstered by the One Belt, One Road strategy initiated by China in 2013, which has seen an increasing number of Chinese nationals travelling to the Middle East for both work and leisure, with Saudi Arabia emerging as a key destination in this expanding travel corridor.”
Moreover, FCM Travel Asia’s data reveals an 88% increase in business travel for 2023 and 2024 compared to 2022, with the surge primarily driven by travellers from Singapore and China. Besides tourism, business travel is also boosting this trend. “Saudi Arabia has opened its economy for foreign investments, and business-related travel from Asian counties has also seen an increase,” said Xie. “The country’s expanding business ties with Asia are stimulating more visits.”
Popular regions such as Singapore, Malaysia, Mainland China, and Hong Kong are leading the charge, with increased air capacity and the convenience of e-visas significantly boosting demand. From 2019 to 2022, bookings from Singapore rose by 57%, with a further 38% increase in 2023 and an 18% rise continuing to 2024. “The consistent growth from Singapore indicates a strong and growing interest in Saudi Arabia, potentially driven by economic ties, tourism promotions, and improved flight connectivity,” noted Xie.
“In the past two years, the growing relationship between China and Saudi Arabia has been reflected in the introduction of several new direct flights between the two countries, significantly boosting travel and economic ties,” added Xie. In August 2023, Saudi launched direct flights from Riyadh and Jeddah to Beijing, improving access for northern china. In April 2024, China Southern Airlines added flights from Beijing Daxing to Riyadh, enhancing connectivity and boosting tourism.
The Kingdom’s new national airline, Riyadh Air, is set to launch in 2025 – and is expected to expand connectivity further.
The rise in Asian tourism to Saudi Arabia is also influenced by broader travel trends. As Asian economies grow and disposable incomes increase, more travellers from the region are seeking new and unique destinations. Saudi Arabia’s efforts to position itself as a premium travel destination align with these trends, offering high-quality experiences that cater to the evolving preferences of Asian tourists.
New Hotels and Infrastructure
To accommodate the growing influx of tourists, Saudi Arabia is making substantial investments in its infrastructure and services. Key initiatives include major upgrades to airports like King Abdulaziz International in Jeddah and King Khalid International in Riyadh, designed to handle more passengers and offer better amenities for international travellers.
The hospitality sector is also evolving, with new luxury hotels, resorts, and boutique accommodations emerging to cater to high-end travellers. International hotel brands are expanding into the Kingdom.
Four Seasons Hotel Riyadh at Kingdom Center is poised to become one of the most sought-after hotels in the region – and they too are preparing for influx of international travellers, especially from Asia. “We are enhancing some of our culinary offerings to include more Asian-inspired cuisine, providing multilingual staff to better assist our gusts, and ensuring that our amenities meet the expectations of Asian travellers,” the hotel’s Regional Vice President and General Manager, Guenter Gebhard told BurdaLuxury. “Additionally, we are collaborating with leading travel agencies in key Asian markets, as well as launching targeted marketing campaigns that highlight Riyadh’s unique blend of culture, luxury, and adventure.” There has already been a noticeable increase in bookings from Asia, with a 3.9% year-over-year increase in guest stays from the broader APAC region.
Six Senses Southern Dunes, The Red Sea, has also played a pivotal role in the region’s growing hospitality industry. “Our resort, nestled in the stunning desert dunes, provides not only world-class hospitality but also the opportunity for guests to explore the region’s ancient history, all while being enveloped in the unique landscape of the Red Sea,” the hotel’s general manager, Fredrik Blomqvist, explained to BurdaLuxury. “Guests can enjoy bespoke, private experiences – whether it’s a sunset camel ride through the desert, stargazing in the crystal-clear skies, or indulging in wellness treatments inspired by local traditions.”
Dozens of new hotel openings are on the horizon, with global hospitality brands such as Aman, Anantara, Armani, Autograph Collection, Banyan Tree, Capella, and Clinique La Prairie preparing to debut in the Kingdom.
Lightfoot Travel’s Lucy Jackson said that some popular requests include private and guided tours of Al-Ula’s archaeological sites, shopping trips to Riyadh and stays at the exclusive resorts along the Red Sea coast. “We’ve also noticed an interest in guests attending high-profile events, such as the F1, the Diriyah Biennale, and the Red Sea International Film Festival. The recent announcement of the ambitious Louvre project in Riyadh will attract more interest from art lovers,” she said.
Evolution and Possibilities
Through these major advancements, Saudi Arabia still face a few hurdles that it has to overcome in establishing itself as a leading tourist destination. The tourism industry is still developing, and building a global reputation will take time and effort. Additionally, the Kingdom’s social and cultural norms may require careful handling to ensure a welcoming atmosphere for international visitors.
Nevertheless, the Saudi government’s proactive approach to these challenges is evident. Investments in infrastructure, marketing, and customer service are central to the Kingdom’s strategy to attract and retain international tourists.
Looking Ahead: The Future of Saudi Arabia’s Tourism Sector
As Saudi Arabia continues to enhance its tourism offerings and attract more Asian travellers, it is likely to maintain a focus on high service standards and expanding visitor experiences. The Kingdom’s strategic efforts, combined with its rich cultural heritage and modern amenities, are setting the stage for a notable increase in tourist arrivals from Asia and beyond.
The success of Saudi Arabia’s tourism strategy will hinge on its ability to adapt to changing travel trends and preferences. This includes leveraging technology to enhance the travel experience, promoting sustainable tourism practices, and continually upgrading infrastructure and services. By aligning with the evolving needs of international travellers, Saudi Arabia is well-positioned to become a prominent destination in the global tourism landscape.
“Saudi Arabia is unique in the luxury travel landscape as visitors are getting an exclusive glimpse into a world that has, until recently, remained largely untouched by mass tourism,” said Jackson. “This sense of discovery, coupled with the highest standards of luxury, creates an exciting travel experience.”
BurdaLuxury’s Lens
While Saudi Arabia’s rise as a popular destination for Asian travellers is impressive, it also invites discuss on various social and cultural dynamics. The Kingdom is working to create a more inclusive environment for visitors. Despite these challenges, Saudi Arabia remains committed to transforming its tourism sector through significant investments and strategic initiatives, aiming to enhance its global appeal and offer unique experiences for travellers from Asia and beyond.
