Saudi Arabia Shifts Focus to Mid-Range and Pilgrimage Tourism in Vision 2030 Expansion
The kingdom moves beyond luxury resorts to broaden appeal for middle-income tourists and ramp up pilgrimage infrastructure ahead of 2030 target
Saudi Arabia is reworking its tourism strategy to include not only luxury resorts but also mid- and upper-mid-range travel options and enhanced pilgrimage capacity, as the kingdom deepens its push under its Vision 2030 economic diversification agenda.
The shift reflects a broader effort to open the country to a wider range of visitors while still maintaining the focus on high-end and religious tourism.
Tourism Minister Ahmed Al‑Khateeb told reporters at the UN Tourism General Assembly in Riyadh that “we started with building luxury destinations for luxury travellers.
And we have already started building destinations for the middle class and upper middle class.
We will not ignore this segment.” He highlighted that flagship Red Sea resorts currently command nightly rates around US$2,000, limiting access for middle-income travellers, and said that ten upcoming resorts on Shebara Island will offer “a much lower price point.”
Religious tourism remains central.
Saudi Arabia plans to nearly double the number of pilgrims visiting its holy cities of Makkah and Madinah, targeting 30 million pilgrims by 2030 via the construction of tens of thousands of new hotel rooms and transport upgrades.
The minister said these expansions will make the pilgrimage sector more accessible and bolster its contribution to economic growth.
Under its 50-year tourism roadmap — launched earlier this year via the TOURISE platform — the kingdom seeks to attract 150 million tourists annually by 2030, with at least one-third from abroad, and elevate the tourism sector’s contribution to GDP. With leisure visitors and travel infrastructure growing rapidly, Saudi Arabia is repositioning itself beyond being primarily a luxury destination.
Industry observers note that the move opens up broader regional and global markets, including middle-income visitors from Asia, Africa and within the Gulf Cooperation Council.
At the same time, Saudi Arabia is streamlining visas and expanding air connectivity to support this growth.
Analysts suggest that success will depend on balancing affordability, quality infrastructure and cultural preservation as the Kingdom scales up.
If executed effectively, the strategy could see Saudi Arabia transform from a niche high-end destination into a more inclusive tourism hub, catalysing jobs, sustainable growth and a diversified economy ahead of the 2030 milestone.
The next months will show how quickly new mid-range resorts and pilgrimage-oriented facilities come on-line and whether they can attract the wider visitor base the kingdom is now targeting.
The shift reflects a broader effort to open the country to a wider range of visitors while still maintaining the focus on high-end and religious tourism.
Tourism Minister Ahmed Al‑Khateeb told reporters at the UN Tourism General Assembly in Riyadh that “we started with building luxury destinations for luxury travellers.
And we have already started building destinations for the middle class and upper middle class.
We will not ignore this segment.” He highlighted that flagship Red Sea resorts currently command nightly rates around US$2,000, limiting access for middle-income travellers, and said that ten upcoming resorts on Shebara Island will offer “a much lower price point.”
Religious tourism remains central.
Saudi Arabia plans to nearly double the number of pilgrims visiting its holy cities of Makkah and Madinah, targeting 30 million pilgrims by 2030 via the construction of tens of thousands of new hotel rooms and transport upgrades.
The minister said these expansions will make the pilgrimage sector more accessible and bolster its contribution to economic growth.
Under its 50-year tourism roadmap — launched earlier this year via the TOURISE platform — the kingdom seeks to attract 150 million tourists annually by 2030, with at least one-third from abroad, and elevate the tourism sector’s contribution to GDP. With leisure visitors and travel infrastructure growing rapidly, Saudi Arabia is repositioning itself beyond being primarily a luxury destination.
Industry observers note that the move opens up broader regional and global markets, including middle-income visitors from Asia, Africa and within the Gulf Cooperation Council.
At the same time, Saudi Arabia is streamlining visas and expanding air connectivity to support this growth.
Analysts suggest that success will depend on balancing affordability, quality infrastructure and cultural preservation as the Kingdom scales up.
If executed effectively, the strategy could see Saudi Arabia transform from a niche high-end destination into a more inclusive tourism hub, catalysing jobs, sustainable growth and a diversified economy ahead of the 2030 milestone.
The next months will show how quickly new mid-range resorts and pilgrimage-oriented facilities come on-line and whether they can attract the wider visitor base the kingdom is now targeting.
