European travellers are set to flock to Saudi Arabia in unprecedented numbers over the next five years, with new research forecasting a surge of at least 130% in leisure arrivals between 2025 and 2030. The findings, released this week at WTM Spotlight Riyadh by Tourism Economics, underline the kingdom's rapid transformation into a mainstream long-haul destination.
According to the report, Europe is among the key long-haul markets driving Saudi Arabia's tourism expansion. Leisure arrivals from Asia Pacific and North America are also expected to more than double by the end of the decade. As a result, long-haul markets are projected to account for 54% of Saudi Arabia's international leisure arrivals by 2030, up from 47% in 2025.
Germany and Italy lead the European charge
Germany and Italy stand out as the most dynamic European source markets, with leisure travel from both countries forecast to more than triple by 2030. This growth reflects a broader shift in European travel preferences, as holidaymakers increasingly seek out destinations beyond the traditional Mediterranean and Atlantic routes.
Europe is already Saudi Arabia's largest long-haul market. Between 2019 and 2025, European visits to the kingdom grew by 61%, making it the fastest-growing long-haul region for Saudi leisure travellers. In 2025, Europe accounted for 10% of all Saudi leisure trips, second only to the Middle East, which holds an 82% share.
However, future growth may tilt towards Asia. Tourism Economics forecasts only modest increases in Saudi leisure nights from the UK, France, and Spain, while Thailand is expected to see a 46% rise, and Indonesia, Australia, and Singapore are each projected to grow by at least 50%.
Saudi Arabia's dramatic tourism rise
In "barely half a decade," Saudi Arabia has "moved from the edge of the global tourism map towards its centre," the report notes. Visitor nights have more than doubled since 2019 to 1.1 billion, driven by mega-projects like the Red Sea development and upcoming events such as the 2034 FIFA World Cup, which are "holding the world's attention for a decade to come."
International visitor nights surged 177% between 2019 and 2025, compared with global growth of just 12%. Saudi Arabia recorded the largest gain in global market share of any destination worldwide. Leisure tourism is expanding particularly fast: the country welcomed 7.6 million international overnight leisure arrivals in 2025—more than six times the 2019 figure—while associated spending quintupled to $12.6 billion (€10.86 billion).
Destinations and visa facilitation
Makkah and Madinah remain Saudi Arabia's two largest tourism hubs by a wide margin, but Riyadh and Jeddah have seen visitor numbers soar as the kingdom diversifies beyond religious tourism. AlUla, known for its desert landscapes and ancient heritage sites, is emerging as a major leisure destination, recording around nine million visitor nights in 2025, with annual growth projected at 11% through 2030.
To sustain this momentum, Saudi Arabia has expanded its visa facilitation network through agreements with countries across Europe, Asia, and Central Asia, including Portugal, Türkiye, Spain, Poland, China, Uzbekistan, and Kazakhstan. Citizens of all 27 EU member states are eligible for the Saudi tourist eVisa, which is valid for one year, allows multiple entries, and permits stays of up to 90 days for leisure, events, family visits, and Umrah.
The growth in European travel to Saudi Arabia mirrors broader shifts in global tourism patterns, as seen in emerging destinations like Albania and Egypt. For European travellers, the kingdom offers a blend of cultural heritage, modern attractions, and unique experiences, making it an increasingly compelling alternative to more traditional long-haul getaways.
