Saudi Arabia is ready to become a global tourism powerhouse by securing the rights to host two major events, the 2034 FIFA World Cup and the 2030 World Expo.
“The next decade we’ll host two of the largest events,” said Fahd al-Rasheed, chairman of the Saudi Conventions and Exhibitions General Authority at the International MICE Summit.
The milestones underscored the Kingdom’s Vision 2030 strategy to diversify its oil-reliant economy and promote tourism as a cornerstone of growth.
The Kingdom is targeting 150 million annual visitors by 2030, supported by a projected $1.3 trillion investment in infrastructure, including a new international airport in Riyadh and the state-funded Riyadh Air, set to launch in 2025.
Boosting business tourism
The meetings, incentives, conferences, and exhibitions (MICE) sector plays a pivotal role in Saudi Arabia’s tourism strategy.
Global business travel is expected to outpace economic growth, offering significant opportunities.
“Tourism is important for jobs, for women, important for the economy, and rural areas,” said Ahmed bin Aqil al-Khateeb, Minister of Tourism. The MICE industry, recovering from pandemic-induced setbacks, is poised for full recovery by 2024, driven by global demand for in-person events.
Challenges and innovations
Despite progress, logistical hurdles persist. Abdulaziz Alghannam, director general for the 2030 World Expo, highlighted issues with customs and vendor approvals.
“Their issues are associated with customs and transporting food,” said Alghannam.
Meanwhile, Andrew Pearcey, CEO of the World Defense Show, emphasized the importance of early planning and navigating supply chain constraints during Saudi Arabia’s event-packed seasons.
Sustainability also remains a critical focus.
“There is a need for a framework for action on sustainability,” said Luigi Cabrini, chairman of the Global Sustainable Tourism Council, advocating for eco-friendly practices in the MICE sector.
Growth in Saudi tourism workforce
According to the General Authority for Statistics, Saudi Arabia’s tourism workforce grew by 5.1% year-on-year in Q2 2024, reaching 959,175 workers. However, Saudi nationals account for only 25.6% of this workforce, indicating potential for increased local participation.
Hotel occupancy rates rose slightly, averaging 55.4%, while serviced apartments saw a notable increase in demand.
Urban reinvention and mobility
The Riyadh Metro, the world’s largest driverless transit system, epitomizes the Kingdom’s push for urban transformation.
“Mobility and transportation account for around 25% of greenhouse gas emissions. It’s imperative to bring that down,” said John Rossant, CEO of CoMotion, praising Saudi Arabia’s forward-thinking infrastructure projects.
With its strategic initiatives and global events, Saudi Arabia is poised to redefine itself as a premier destination for leisure, business, and sustainable tourism.