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If there’s one thing the Saudis have never been accused of, it’s thinking small. And as the Kingdom barrels toward the milestones set out in its Vision 2030 blueprint, its tourism ambitions are not merely growing, they’re thundering ahead with the force of a sandstorm across the Empty Quarter. Now, with the inaugural WTM Spotlight landing in Riyadh next year, Saudi Arabia is placing a very polished marker on the world tourism calendar and quietly signalling, “Yes, we’re ready for the big leagues.”

From 29 September to 1 October 2026, more than 450 exhibitors, 6,500 visitors, and 150 hosted buyers will descend on the Riyadh Front Exhibition & Convention Centre. It’s a gathering designed not just to showcase the Kingdom’s buoyant tourism prospects but to put the world on notice: Saudi Arabia is no longer on the periphery of global travel, it’s very much at the centre of it.

And based on the numbers, it’s difficult to argue.

A Tourism Sector That Refuses to Slow Down

The transformation is staggering. According to the World Travel & Tourism Council (WTTC), tourism will contribute more than US$119 billion to the Saudi economy in 2025, more than 10% of GDP, while supporting 2.7 million jobs. For a country once far better known for energy than leisure, it’s an extraordinary pivot.

The UN World Tourism Organisation (UNWTO) reports that Saudi Arabia posted the world’s highest increase in international tourism spending in the first quarter of 2025. In short: visitors aren’t just coming — they’re spending.

And then there’s the juggernaut known as Saudi Summer.

This year alone, the programme attracted 32 million visitors, a handsome 26% increase on 2024. Total expenditure reached SAR 53.2 billion (US$14.2 billion) — an equally healthy 15% year-on-year rise. Australians may debate the best time to visit Europe, but the Saudis seem to have settled the argument for the northern hemisphere altogether: summer is their season.

“A Reflection of Ambition and Scale”

Danielle Curtis-Exhibition Director ME ATM.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market and WTM Spotlight Riyadh

For Danielle Curtis, Exhibition Director ME, Arabian Travel Market and WTM Spotlight Riyadh, the new event is a natural extension of the Kingdom’s astonishing trajectory.

“WTM Spotlight Riyadh will reflect the ambition and scale of the Kingdom’s tourism evolution. It will bring together Saudi and global travel leaders to share knowledge, forge partnerships, and explore new opportunities that strengthen the industry’s future. By hosting the event in Riyadh, we are creating a platform that highlights how Vision 2030 is transforming tourism, investment, and cultural exchange. Saudi Arabia’s progress is redefining the way the world experiences travel, and this event will showcase that transformation to a global audience.”

In other words: prepare for a show.

The event will allow international buyers to see for themselves what Vision 2030 looks like, from the glossy renders of giga-projects rising out of the desert to mobility upgrades reshaping how visitors move throughout the Kingdom.

Giga-Projects: Where Tourism Meets Megadreams

Saudi Arabia’s US$800 billion slate of giga-projects reads like a futurist’s bucket list. NEOM, the Red Sea destination; AlUla, Diriyah, Qiddiya, these are no ordinary developments. They’re city-sized statements of intent, designed to lure travellers, investors and, if the rumour mill is to be believed, just about every luxury brand with a global footprint.

And WTM Spotlight Riyadh is where the rest of the world gets a front-row seat.

The Kingdom is targeting a 10% contribution to GDP from tourism by 2030, a goal that once seemed ambitious but is now looking more like a question of “when” rather than “if.”

Aviation Takes Flight – Quite Literally

Air connectivity is the backbone of Saudi Arabia’s tourism grand plan. The national aviation strategy aims to increase the number of direct air routes from 100 to 250 destinations. At the same time, annual passenger capacity is set to triple to 330 million by the end of the decade.

Two flagship projects stand out:

Riyadh Air, the Kingdom’s new premium carrier, is designed to give regional rivals a polite but unmistakably competitive shove.
King Salman International Airport is a mega-hub large enough to give even seasoned frequent flyers heart palpitations of excitement.

If the Saudis are building a global tourism machine, aviation is the engine room.

Saudi Travellers: Cashed-Up, Curious, and Changing Markets

While inbound travel is booming, the Saudis themselves are busy reshaping the world’s outbound tourism markets. According to the ATM Travel Trends Report 2025, Middle East residents account for 10% of global outbound travel despite representing less than 5% of the worldwide population.

Saudi travellers are among the world’s most enthusiastic spenders, averaging US$4,800 per trip, a figure that leaves many destinations nodding gratefully. Outbound spending stood at US$27.5 billion this year and is forecast to hit US$47.8 billion by 2032, according to the Coherent Market Insights KSA Outbound Tourism Market Report (2024–2032).

For destinations courting the Saudi traveller, WTM Spotlight Riyadh may well become the most important meeting ground outside London or Dubai.

Hospitality Expands at Record Pace

The Ministry of Tourism announced an eye-opening 89% increase in the number of licensed hotels, resorts, and guesthouses during early 2025. In a sector where opening a hotel is usually akin to steering an ocean liner slow and steady, Saudi Arabia is moving with the agility of a speedboat.

WTM Spotlight will bring together developers and investors seeking opportunities in what’s rapidly becoming one of the world’s fastest-expanding hospitality markets.

Technology, Sustainability and the Future Traveller

Saudi Arabia’s tourism plans aren’t simply grand in scale; they’re firmly future-focused. The 2025 ATM Travel Trends Report projects that regional tourism expenditure will reach US$350 billion by 2030, powered by digital transformation, smart mobility, and innovation.

Expect WTM Spotlight Riyadh to dive deep into:

AI-driven travel technologies
Smart city mobility
Sustainability benchmarks
Hyper-personalised visitor experiences

For those accustomed to traditional tourism trade shows, this one may feel like a step into tomorrow.

A Festival-Like Backdrop: Riyadh Season

Conveniently, the event coincides with Riyadh Season, the Kingdom’s annual cultural extravaganza under the Vision 2030 Quality of Life Programme. That means delegates will enjoy more than exhibition halls; they’ll have access to concerts, culinary events, performances, and cultural showcases that paint a fuller picture of modern Saudi Arabia.

It’s a reminder that in Saudi Arabia, tourism isn’t just an economic lever, it’s an expression of national identity under reconstruction.

A Kingdom Positioned for Global Tourism Leadership

Saudi Arabia’s inclusion in the global WTM portfolio alongside London, Africa, Latin America, and ATM in Dubai is more than symbolic. It signals the Kingdom’s rapid rise from participant to driver of global tourism trends.

As Danielle Curtis puts it:

“WTM Spotlight Riyadh is designed to create meaningful connections that drive the Kingdom’s tourism ambitions forward. It will showcase Saudi Arabia’s leadership in innovation, sustainability, and investment, and its growing influence within the global travel community.”

With visitor numbers climbing, investment booming, and mega-projects materialising at a pace that would make most urban planners dizzy, Saudi Arabia’s tourism evolution is no longer a story of potential; it’s a story of momentum.

And come September 2026, the world will land in Riyadh to witness that momentum up close.