Saudi Arabia is setting its sights on attracting affluent tourists from India and China, marking a strategic shift in its tourism focus. The Kingdom aims to boost its economy by welcoming visitors who can contribute significantly. “We’re not just bringing in tourists—we want visitors who contribute meaningfully to the economy,” said Sultan Al Musallam, Saudi Arabia’s Deputy Minister of Tourism for International Affairs. This move comes as the country expands its e-visa program and revises its international visitor targets.
Expanding the E-Visa Program to New Markets
The Kingdom is exploring ways to include more countries in its e-visa program.
- Currently covers 63 nations, including China.
- Plans to add India and other key markets.
- Aims to simplify the visa process for high-spending tourists.
- Enhances accessibility for international visitors.
- Supports the goal of attracting 150 million visitors by 2030.
By broadening the e-visa program, Saudi Arabia hopes to tap into the booming middle-income segments of India and China.
Revising Visitor Targets and Economic Goals
Saudi Arabia has ambitious plans to increase its international tourism numbers.
“We aim to have a 50-50 mix of international and domestic tourists by 2030,” Al Musallam stated.
Last year, the Kingdom saw:
| Visitor Type | Number of Visitors |
|---|---|
| Domestic Tourists | 77 million |
| International Visitors | 27 million |
| Total | 104 million |
The tourism sector contributed over SR444.3 billion to GDP, surging more than 32%.
Leveraging Growth Potential in India and China
There’s a significant opportunity in targeting tourists from the East.
“Indian tourists are evolving—they’re no longer just exploring neighboring destinations but venturing further,” noted Al Musallam.
He highlighted:
- The booming middle-income segment in India.
- A rebound in Chinese tourism interest.
- Collaboration with the Indian government to attract affluent tourists.
- Double-digit growth in interest from European tourists.
- Efforts to move beyond traditional visiting friends and relatives (VFR) tourism.
These strategies are set to diversify the Kingdom’s tourist base and increase spending.
Addressing Supply and Demand in Tourism Infrastructure
With increasing demand, Saudi Arabia is ramping up its infrastructure projects.
Al Musallam mentioned:
- Giga and Mega Projects: Neom, Red Sea, Qiddiya, Roshn, Diriyah, New Murabba.
- Airport Expansions: Red Sea International Airport operational; Neom’s airport in the works.
- Hotel Developments: From one Four Seasons hotel to five more opening soon.
- International Investments: Interest from global hotel groups like Hyatt, Minor Group.
“We are not just stating our intentions; we are actively making progress,” he emphasized.
