Saudi tourism spending from Europe jumps 21% as arrivals rise nearly 18%

Saudi reported record tourism growth from Europe in 2025, with arrivals up nearly 18% and spending from European travelers up 21%. The gains came during a year when the kingdom welcomed about 123 million domestic and inbound visitors and says the sector is becoming a bigger engine of economic diversification.

Why it matters: - European demand is becoming a bigger part of Saudi Arabia’s tourism growth story. - Higher arrivals and spending point to stronger international demand for the kingdom’s cultural, heritage, nature and luxury offerings. - Tourism now supports more than 1 million jobs, making the sector a material contributor to Saudi Arabia’s economic diversification under Vision 2030.

What happened: - Saudi reported that visitor arrivals from Europe rose nearly 18% year over year in 2025. - Tourism spending from European travelers increased 21% in the same period. - Saudi welcomed about 123 million domestic and inbound tourists in 2025. - Total tourism spending in 2025 was estimated at €304 billion. - In the first quarter of 2026, Saudi recorded 37.2 million domestic and international tourists. - First-quarter 2026 tourism spending reached an estimated €82.7 billion. - The first-quarter 2026 tourist total was up 8% year over year.

The details: - The 2025 results reflect growing demand for new cultural, heritage, nature and luxury experiences. - Saudi said growth is being supported by investment in tourism infrastructure, new destination development, better visitor experiences and improved air connectivity. - The Red Sea region stood out in early 2026 because of demand during Ramadan and Eid holidays. - Expanded flight connectivity helped drive traffic to The Red Sea. - Luxury resorts and a wider range of leisure experiences are reinforcing The Red Sea’s position as a flagship destination. - Saudi tourism is also expanding across cultural, heritage, adventure, coastal and luxury segments. - Destination projects across multiple regions are spreading tourism activity through the year. - The sector is drawing attention to Saudi Arabia’s landscapes, heritage and visitor experiences.

Between the lines: - The numbers suggest Saudi is moving from a primarily regional travel market toward a broader global destination mix. - Strong spending growth outpacing arrival growth from Europe points to higher-value travel, not just more volume. - The first-quarter 2026 results indicate the momentum is continuing despite a challenging regional environment. - The visa and flight-access updates are part of a wider push to reduce friction for international visitors. - Saudi’s tourism strategy is increasingly tied to destination development, connectivity and premium experiences rather than a single flagship market.

What’s next: - Saudi will keep expanding destination development, sustainability initiatives and visitor experiences. - The kingdom is working toward 250 connected destinations and says it is currently linked to 175. - The eVisa program now covers 66 countries and special administrative regions. - Eligible travelers include holders of UK, US or Schengen visas, plus residents of the UK, US or European Union countries. - Saudi says 14 new international routes were launched in 2024. - Saudia, British Airways and Wizz Air operate UK routes to Jeddah and Riyadh. - Riyadh Air currently flies daily between Riyadh and London Heathrow and plans Manchester as its second UK destination. - Visit Saudi operates a 24/7 tourist helpline at 930 for traveler assistance.

The bottom line: - Saudi’s latest tourism data shows a fast-growing market with rising European demand, stronger spending and a deeper push to position the kingdom as a year-round global destination.