Nujuma and Six Senses lead the charge as Kingdom targets elite travelers through Vision 2030 expansion
Saudi Arabia’s luxury tourism push just kicked into high gear — and it’s not holding back.
With the unveiling of two new high-end resorts, the Kingdom is showing the world that it’s serious about becoming a go-to destination for travelers who don’t just want a vacation — they want an experience. Think: untouched coral reefs, stargazing in the desert, spa rituals with ingredients older than time, and private villas that disappear into the landscape.
It’s part of a broader, carefully planned strategy to rebrand the country’s image and position it at the heart of global luxury travel.
A Private Island That Redefines Seclusion
Perched in the crystalline waters of the Red Sea is Nujuma, a Ritz-Carlton Reserve that redefines what it means to be remote yet refined. The property, sitting on its own private island, is where barefoot elegance meets Arabian heritage.
It’s not just another fancy resort. This place breathes local flavor.
The villas, inspired by Bedouin design, have open-air courtyards, ocean-facing infinity pools, and interiors that mix artisanal Saudi craftsmanship with modern minimalism. It’s luxury, yes — but it’s rooted.
Nujuma doesn’t just offer a place to sleep. Guests can explore vibrant coral reefs, take part in astronomy tours beneath some of the clearest skies on Earth, or unwind in a spa that incorporates native herbs and oils sourced from the region.
And let’s be real — this is for travelers who’ve been there, done that and are now looking for something different. Something meaningful.
In the Heart of the Desert, A Sustainable Dream Rises
Then there’s Six Senses Southern Dunes, which sits in the golden stretches of the Kingdom’s southern desert. It’s a masterclass in sustainable luxury.
You wouldn’t think solar panels and spa suites would mix. But somehow, here, they do.
This resort goes deep on eco-ethics without skimping on style. The architecture is designed to reflect the natural topography, using local stone and timber. Interiors take cues from the shifting desert sands and Nabataean history. And it’s all powered by the sun.
In a way, the resort doesn’t fight the landscape — it submits to it.
Guests are offered wellness programs that include desert meditation, sunrise hikes, and plant-based menus that tap into regional flavors. It’s wellness with a Saudi twist. And the view? Let’s just say you won’t need a filter.
The Bigger Picture: Vision 2030 in Motion
These resorts aren’t just standalone ventures. They’re pieces of a much larger puzzle — Saudi Arabia’s Vision 2030.
The goal? To diversify the economy away from oil, boost global tourism, and turn the Kingdom into a cultural and luxury powerhouse.
And the Kingdom isn’t just talking the talk. Billions are being invested into projects like:
-
NEOM – A futuristic smart city on the Red Sea
-
AlUla – An ancient oasis city being reimagined for cultural tourism
-
Diriyah – The birthplace of the Kingdom, transformed into a heritage-meets-luxury destination
What’s common across all these projects is this: Saudi wants to own the ultra-luxury travel market in the Middle East — and maybe even beyond.
Local Experts Step Into the Global Spotlight
You can’t roll out billion-dollar resorts and just expect people to show up. That’s where people like Fahad Alotaibi come in.
Based in New York but deeply connected to his Saudi roots, Fahad is a Luxury Travel Advisor with Fora Travel. He helps high-end travelers connect the dots between what the country offers and what they’re looking for — comfort, exclusivity, authenticity.
“My goal is to help travelers experience Saudi Arabia in the most elegant, comfortable, and memorable way possible,” says Fahad. “This is more than a trip—it’s a curated journey.”
It’s not just about booking flights and hotels. It’s about finding that perfect desert sunset, arranging a private chef who specializes in Saudi cuisine, or making sure someone’s first time in the Kingdom feels effortless and safe.
Fahad’s work is also proof that the luxury market in Saudi Arabia isn’t just being built — it’s being personalized.
Market Snapshot: Growth, Strategy, and Global Trends
Luxury travel is no longer just about plush interiors and gourmet meals. It’s about place-based experience and authenticity. Saudi Arabia seems to understand that.
According to the Global Luxury Travel Market Report 2024, the luxury travel sector is expected to grow from $1.4 trillion in 2023 to nearly $2 trillion by 2028. And Saudi wants a piece of that pie.
Here’s how the Kingdom’s strategy stacks up:
| Region | Key Attraction | Luxury Development | Focus Area |
|---|---|---|---|
| Red Sea | Marine biodiversity, coral reefs | Nujuma, St. Regis Red Sea | Conservation + Seclusion |
| Desert South | Scenic dunes, heritage trails | Six Senses Southern Dunes | Wellness + Sustainability |
| Diriyah | Historic architecture | Bujairi Terrace, Aman | Cultural Heritage |
| AlUla | Ancient ruins, art festivals | Banyan Tree, Habitas | Art + Eco-tourism |
| NEOM | Futuristic cityscape | Desert Rock, Sindalah | Innovation + Design |
And this isn’t slowing down.
The Saudi Advantage? Space, Storytelling, and Scale
What makes Saudi Arabia different in the ultra-luxury space isn’t just money. It’s scale — and storytelling.
The Kingdom has vast stretches of untouched coastline, ancient trade routes, and landscapes that most of the world hasn’t seen up close. Unlike places that have overdeveloped, Saudi is starting from scratch — and writing its narrative from the ground up.
And while skeptics remain, especially over human rights concerns, there’s no denying the country’s push to build a new image. One that attracts not just curious visitors, but investors, artists, and creatives.
For travelers looking to experience something off the beaten path — but still with butlers, private chefs, and spa menus — Saudi’s pitch is clear: we’ve got the land, the luxury, and a whole new story to tell.
