Saudi Arabia's Potential as a Leading Destination for Wellness Tourism
With a focus on natural and cultural assets, the Kingdom of Saudi Arabia is poised to become a major player in the Middle Eastern wellness tourism market.
Rich natural and cultural assets make Saudi Arabia a strong contender to emerge as a leading destination for wellness tourism in the Middle East.
According to Michel Julian, senior program officer for market intelligence at UN Tourism, the demand for travel centered on health and wellbeing has surged since the COVID-19 pandemic.
Julian spoke at a wellness tourism workshop held at the UN Tourism regional office for the Middle East in Riyadh, which explored the sector's growing potential as a driver of economic growth, tourism diversification, and sustainability across the region.
He emphasized the importance of authenticity and creating positive impacts on destinations to cater to consumer preferences.
The latest World Tourism Barometer reported that global tourist arrivals reached 1.5 billion in 2024, returning to pre-pandemic levels.
The Middle East has led the recovery, surpassing pre-pandemic levels by 41 percent in 2024 and continuing momentum into 2025 with a 29 percent increase compared to 2019.
The sector generated $2 trillion in export revenues in 2023, 14 percent higher than in 2019 in real terms.
Julian noted Saudi Arabia's investment in real estate and hospitality projects that integrate wellness as a positive step toward diversifying tourism and generating revenue.
He also highlighted the need for strong policies and strategies to sustain growth in the sector.
Challenges facing global tourism include geopolitical and economic issues, requiring destinations to have the right infrastructure and policies to attract visitors.
The integration of environmental, social, and governance standards is critical.
Julian stressed that wellness tourism aims to improve quality of life and contribute to the United Nations Sustainable Development Goals (SDGs), with a focus on involving local communities.
Samer Al-Kharashi, director of the UN Tourism regional office for the Middle East, echoed the importance of clear policies and regional cooperation to leverage the region's history, cultures, and resources.
He pointed out that Saudi Arabia is positioning itself as a wellness destination through initiatives such as gastronomy and agritourism.
The country's gigaprojects, including AlUla, the Red Sea, Neom, and Asir, demonstrate the growing commitment of the Kingdom to the tourism sector.
Al-Kharashi highlighted Riyadh's efforts in becoming a wellness and health destination, with private sector participation expanding as hotels and resorts focused on wellness are developed.
He stated that initiatives like these align with Saudi Vision 2030 and the UN SDGs, supporting the goal of attracting 150 million tourists by 2030 through diversification.
Overall, Saudi Arabia's diverse landscapes and commitment to sustainable tourism development position it well to become a leading destination for wellness travel in the Middle East.
According to Michel Julian, senior program officer for market intelligence at UN Tourism, the demand for travel centered on health and wellbeing has surged since the COVID-19 pandemic.
Julian spoke at a wellness tourism workshop held at the UN Tourism regional office for the Middle East in Riyadh, which explored the sector's growing potential as a driver of economic growth, tourism diversification, and sustainability across the region.
He emphasized the importance of authenticity and creating positive impacts on destinations to cater to consumer preferences.
The latest World Tourism Barometer reported that global tourist arrivals reached 1.5 billion in 2024, returning to pre-pandemic levels.
The Middle East has led the recovery, surpassing pre-pandemic levels by 41 percent in 2024 and continuing momentum into 2025 with a 29 percent increase compared to 2019.
The sector generated $2 trillion in export revenues in 2023, 14 percent higher than in 2019 in real terms.
Julian noted Saudi Arabia's investment in real estate and hospitality projects that integrate wellness as a positive step toward diversifying tourism and generating revenue.
He also highlighted the need for strong policies and strategies to sustain growth in the sector.
Challenges facing global tourism include geopolitical and economic issues, requiring destinations to have the right infrastructure and policies to attract visitors.
The integration of environmental, social, and governance standards is critical.
Julian stressed that wellness tourism aims to improve quality of life and contribute to the United Nations Sustainable Development Goals (SDGs), with a focus on involving local communities.
Samer Al-Kharashi, director of the UN Tourism regional office for the Middle East, echoed the importance of clear policies and regional cooperation to leverage the region's history, cultures, and resources.
He pointed out that Saudi Arabia is positioning itself as a wellness destination through initiatives such as gastronomy and agritourism.
The country's gigaprojects, including AlUla, the Red Sea, Neom, and Asir, demonstrate the growing commitment of the Kingdom to the tourism sector.
Al-Kharashi highlighted Riyadh's efforts in becoming a wellness and health destination, with private sector participation expanding as hotels and resorts focused on wellness are developed.
He stated that initiatives like these align with Saudi Vision 2030 and the UN SDGs, supporting the goal of attracting 150 million tourists by 2030 through diversification.
Overall, Saudi Arabia's diverse landscapes and commitment to sustainable tourism development position it well to become a leading destination for wellness travel in the Middle East.
