Saudi Arabia Launches ‘Beyond Tourism’ Initiative to Accelerate Vision 2030 Travel Boom
New global partnership aims to expand sustainable and inclusive tourism across Al-Ula, NEOM, Diriyah and beyond
Saudi Arabia has officially unveiled a sweeping new initiative, “Beyond Tourism,” in collaboration with the World Economic Forum, aimed at propelling the Kingdom’s travel industry into a sustainable, inclusive, and transformative future.
The programme was launched at the TOURISE 2025 summit, signalling Riyadh’s ambition to set a new standard for global tourism that blends economic growth with cultural heritage, environmental stewardship and community benefit.
Under the plan, tourism growth will extend beyond luxury resorts to embrace historic sites, natural landscapes and new urban developments.
Iconic destinations such as Al‑Ula, NEOM and Diriyah will take center stage: Al-Ula as a heritage-rich cultural hub, NEOM as a futuristic, sustainability-driven megaproject, and Diriyah as a revived historic city blending tradition with modern urban life.
As part of the initiative, regional development and infrastructure are being accelerated: Diriyah has awarded a major five-year contract to a leading global engineering firm to build roads, civic spaces and public-realm assets, laying the groundwork for growth in parks, pedestrian zones and heritage-driven urban living.
Meanwhile, NEOM’s tourism arm continues to prioritise eco-conscious design and visitor experiences that preserve natural ecosystems.
The “Beyond Tourism” framework is underpinned by ten guiding principles designed to ensure that growth delivers lasting value — including aligning development with local strengths, investing in workforce and communities, protecting heritage and ecosystems, and leveraging technology responsibly.
Officials said the goal is not simply to increase visitor numbers, but to build a vibrant, diversified tourism economy that supports long-term employment, sustainable development and cultural engagement.
Early indicators suggest the approach is bearing fruit.
Saudi Arabia’s tourism industry has recently reported record growth in both visitor numbers and revenue, and new aviation and hospitality projects are under way to support demand from mid-range as well as luxury travellers.
By coupling grand megaprojects with a broader, more inclusive vision for travel, Riyadh hopes to entrench tourism as a key pillar of its economy — and reshape how the world perceives the kingdom.
The programme was launched at the TOURISE 2025 summit, signalling Riyadh’s ambition to set a new standard for global tourism that blends economic growth with cultural heritage, environmental stewardship and community benefit.
Under the plan, tourism growth will extend beyond luxury resorts to embrace historic sites, natural landscapes and new urban developments.
Iconic destinations such as Al‑Ula, NEOM and Diriyah will take center stage: Al-Ula as a heritage-rich cultural hub, NEOM as a futuristic, sustainability-driven megaproject, and Diriyah as a revived historic city blending tradition with modern urban life.
As part of the initiative, regional development and infrastructure are being accelerated: Diriyah has awarded a major five-year contract to a leading global engineering firm to build roads, civic spaces and public-realm assets, laying the groundwork for growth in parks, pedestrian zones and heritage-driven urban living.
Meanwhile, NEOM’s tourism arm continues to prioritise eco-conscious design and visitor experiences that preserve natural ecosystems.
The “Beyond Tourism” framework is underpinned by ten guiding principles designed to ensure that growth delivers lasting value — including aligning development with local strengths, investing in workforce and communities, protecting heritage and ecosystems, and leveraging technology responsibly.
Officials said the goal is not simply to increase visitor numbers, but to build a vibrant, diversified tourism economy that supports long-term employment, sustainable development and cultural engagement.
Early indicators suggest the approach is bearing fruit.
Saudi Arabia’s tourism industry has recently reported record growth in both visitor numbers and revenue, and new aviation and hospitality projects are under way to support demand from mid-range as well as luxury travellers.
By coupling grand megaprojects with a broader, more inclusive vision for travel, Riyadh hopes to entrench tourism as a key pillar of its economy — and reshape how the world perceives the kingdom.
